This weeks newsletter includes an excerpt from my recent published book; Gossip Mongers; how to get your customers to say great things about you.

‘The customer determines at the end of the day who is successful and for what reason.’ — Jerry Harvey

Customer contagion sounds like a growth that spreads if given the right environment, but in truth its meaning, within the context of this book, is a little different. It is a term I created when inspired by the phrase emotional contagion by Schoenewolf, where he said, ‘When a person (business) influences emotion or behavior (purchasing behavior) of another person (the customer) through the conscious or unconscious induction of emotional states and behavioral attitude’.

In a world where we have become desensitised, it can be easy for businesses and their employees to ignore the reality of how important the role of emotion plays for human beings determining a sense of loyalty and commitment to a product or service. How you tap into the customers’ emotions is how you impact the connection you have with them at the time of purchase.

Over 70% of buying experiences are based on how the customer feels they are being treated—and so, the term ‘customer contagion’ was born.

Customer contagion: you can’t see it, you can’t touch it but you can feel it and you know it’s there. It is created in a similar way to that of a reflection in a mirror.

Customers feel the way the employee feels. During an exchange or experience between an employee and customer, if the employee doesn’t love or believe in what he or she is serving or selling, the customer will ultimately feel this disbelief.

In fact, when researching for this book I discovered scientific evidence that explains emotional contagion further. The electromagnetic field created by the human heart is actually 5,000 times more powerful than the electromagnetic field created by the mind. This evidence actually proves that people can feel that electromagnetic field five to ten feet away.

Your energy speaks louder than your words, so understanding that employees’ beliefs and thoughts in their work place affects the customer contagion is a valid concept to consider.

Many people take this energy exchange for granted – they think that if they say and do all the right things, people will like them. BUT we all pick up on each other’s energy, even if it happens only on a subconscious level. Of course, we can tell if someone’s words or actions don’t reflect their energy.

This is pretty powerful when we start to look at how our employees interact with the customer, even before they start speaking. You can’t fake caring and if you do, the customer will feel this.

Have you ever been on the receiving end of, ‘It’s not you, it’s me’? Oh dear oh dear, what a cop out! If you have heard this, you’ll probably recall the cynic in you that quietly repeats in your mind, yeah right, what’s the real reason? This is a great example of hearing one thing yet not believing it—true emotional contagion at work.

Go and Inspire