Businesses must determine what the “touch points” or “Moments of Truth” are where they can create emotions within the customers’ purchasing experience so that the customers perceive the business as a “Great place to spend money”.
Research has shown that the following list of emotions are of primary importance in securing loyalty, satisfaction, frequency, and the desire to promote a business to a customer’s friends and family.
We recommend businesses ask their customers to rank these positive and negative emotions in order of importance and influence which makes them either “promoter” or “detractor” customers. The customers can also be asked which parts of their “customer journey” are critical to making them “promoter” customers.
This information can help a company design the most effective interactions with customers along their “customer journey” which will make them very satisfied, loyal, frequent user, promoter customers.
Once the emotions are prioritized the new team member selection, orientation, training, and development programs must be revised to reflect
- Happy: I feel delighted, contented, joyful, cheerful and pleased.
- Belonging: I feel accepted, welcome, appreciated.
- Comfortable: I feel at ease, secure, stress & anxiety free.
- Reliable: Deliver on what you promise.
- Responsiveness: I need to know you really care. Reacting quickly; and with quality and emotion.
- Assurance: A binding commitment to do or give or refrain from something; credibility, security, competence.
- Empathy: Understanding and entering into another’s feelings. Understanding and knowing the customer and what they value in a transaction, not just what they want.
- Tangibles: Capable of understanding the environment needed to enhance the customer’s experience which is reinforced by such things as; how the customer is handled, the atmosphere, appearance, ambiance, comfort, noise, cleanliness and convenience of the location.
- Pleased: Feeling pleasurable satisfaction over something by which you measure your self-worth.
- Trust: Belief in the honesty and reliability of others.
- Clean: Free from dirt or impurities; or having clean habits.
- Appreciation: Demonstrating an understanding of the nature, meaning, quality, and/or magnitude of something.
- Knowledgeable: Alert and fully informed.
- Caring: Feeling and exhibiting concern and empathy for others
- Safe: Free from danger or the risk of harm
- Focused: Paying attention to what is of critical importance to success so people can see clearly what needs to be done.
- Energetic: A powerful focused effort, where you work hard to achieve something important to you.
- Stimulating: Ability and capability of arousing or accelerating physiological or psychological activity or response by one person or set of activities in another.
- Convenient: Suited to your comfort or purpose or needs.
- Consistent: The same throughout in beliefs, behaviors, processes, and use of technology.
- Irritated: A state of arousal a little milder than anger, i.e. being impatient or exasperated.
- Hurried: Moving rapidly or performing a process or behavior too quickly or in too great haste.
- Neglected: Feeling unloved, ignored, and “overlooked”.
- Disappointed: What you hoped for didn’t happen.
- Dissatisfied: You are unconvinced, not happy, annoyed and disgruntled.
- Frustrated: Feeling disappointed and unsuccessful at achieving one’s goal. If someone is constantly frustrated, it can build up into anger or bitterness.
- Dishonest: Being perceived as a person or company that will say anything just to get you to spend your money.
- Unprofessional: Beliefs, behaviors, processes, and technologies not characteristic of or befitting a circumstance, situation or profession.
- Ignored: Disregarded, neglected, unheeded, and unnoticed.
- Distracted: Something or someone else has a person’s attention, making them lose focus on you.
- Haughty: Behaving in a way that is disdainful, overbearing, prideful, swaggering, and obnoxious. Behaving in a patronizing way towards customers, for example; acting surprised that others haven’t heard of something new.
32. Discriminate: Treating people differently based on your preconceived beliefs about what their physical, emotional, demographic, ethnic, religious, political, financial, characteristics or abilities tells you about them.
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