We are ruthless as customers. One inconsistent product, One poor experience during a purchasing process, One meaningless and absent interaction with a sales assistant and that’s it. We are on the look out for somewhere new.
According to this McKinsey & Company article a single negative experience has four to five times greater relative impact than a positive one. Most of these inconsistencies will be taken care of in the next 10 to 20 years with automation and robots doing a lot of the heavy lifting in service sectors, however the gap will be emotional consistency.
It’s understood that emotional consistency – when a customer experiences positive emotion; is most valuable for customer loyalty. Much of the emotional consistency is in the hands of staff that are responsible for the human interactions of a customer journey.
Reading and responding to emotions of customers builds trust and in turn creates relationship capital between employee (your company brand) and customer.
Employee’s awareness of how they feel at work and how this rubs off on to the customer is an important talking point in training and development. The high performing staff who display good empathy when interacting with people, can manage their emotions even when they are having an ‘off day’.
“If you are tuned out of your own emotions you will be poor at reading them in other people” Daniel Goleman
Emotions are contagious. We ‘catch’ emotions, much as we do a virus – and so can come down with the emotional equivalent of a cold. Every employee interaction equals a transfer of feelings to the customer.
It is risky business, employing humans to serve customers.
It’s a good investment to focus on how your frontline staff are ‘feeling’ from time to time, as they are closest to the customer and will have the most impact to how a customer ‘feels’ towards your brand.
Jaquie Scammell
‘Why serve when you can inspire’