![]() ![]() Was the effort required disproportionate to the outcome? How did the representative treat them? Were they rude, dismissive, or empathetic and genuinely concerned about helping them? Did it leave them feeling happy, elated, deflated, frustrated, annoyed, angry or just plain disappointed? These are the types of emotions that incite action (incidentally in our experience whilst action is often triggered by an ‘event’, more often than not it’s triggered by a non event. What they remember vividly is how they felt at the end of it. Whilst customers do recall their experiences on rational drivers, the detail is often hazy for them. But let’s face it, numbers can be dry, and in our work we’ve seen many customer experience teams become emotionally numb and accepting of scores we would typically consider appalling, 4’s, 5’s and 6’s out of 10. How much have we improved on this metric since last quarter, and how has that impacted the overall customer experience or net promoter score? Customers’ unique experiences are dissected based on the scores given. Was the phone answered promptly, how long did it take for the customer to get through, did the representative solve the problem, etc? And this in turn becomes the focus of customer experience research presentations. Yet whilst we know this, most customer experience studies focus purely on rational drivers. Similarly a great experience will be strongly recalled and shared, creating something every brand wants, advocates! And when it comes to our experiences with brands, nothing is more emotive than customer service experiences and inaccurate bills! A single bad customer service experience can ignite action and undo years of brand loyalty. It is well known that emotions drive decision making. The big areas, particularly in services industries, are often customer service and billing. All of which should translate into a bigger bottom line.Ĭustomer experience scores are powerful, providing a roadmap for improvement initiatives and identifying key areas where performance is lacking. They’ll stay with you longer and if you’re lucky they might also buy a bit more from you. Regardless of whether you’re using overall experience, net promoter or some other metric to represent customer ‘happiness’, the desired outcome is constant: a better experience leads to greater customer loyalty. It provides a measure on the interactions customers are having with your brand, offers a careful dissection of performance overlaid with what is most important for customers, and serves to focus customer experience improvement initiatives. Most companies see value in customer experience research. Navigating the emotional territory of customer experiences By Georgina Woodley ![]()
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