Yep, there IS an “F” word in business, and it’s FEELINGS. And I want you to start using that word often.
The “F-Factor” in business is the feeling factor – the way people feel about working for and doing business with you.
The customer experience is the sum total the feelings evoked as a result of any interaction at any touch point in the organization. It’s based on the customer’s perception of the value delivered, tangible and intangible.
That makes sense, right?
Aah, but for those whom it still doesn’t make sense – who still don’t believe that positive emotions in the workplace can lead to profits – I’m going to share an exercise with you.
It won’t take long to do, and I think it will prove to you that emotions really can make or break customer loyalty and company success.
Ready? Grab a pen and paper and follow these instructions, answering right from the gut:
1) Write down the names of three companies to which you, as a customer, are loyal, along with three reasons why you’re loyal to each of them (they don’t have to be big-name companies). In other words, search for the REAL reasons you’re loyal to them. How do you FEEL when you do business with them? (Delighted, valued, secure, trusting, happy, cared about?) You’ll no doubt find some emotional connections of which you may not have been aware. What are the ways in which you could implement some of their customer care techniques in managing your team and serving your customers?
2) Next, write down the names of three companies with which you no longer do business. Why did they lose your business? How did they make you FEEL? (Angry, frustrated, unimportant, annoyed, suspicious?) Examine what those companies did to create those feelings. Is there anything you can you do to make sure these feelings don’t occur at your company internally or externally? Dig deep here – don’t just say, “I left because of price.” Uh-uh, you left because they didn’t deliver enough VALUE for the price. What value did they fail to deliver?
3) After completing this exercise, do it with your team. The conversation that ensues will open up a cool dialog between you and your team about how you can work together to better create the kinds of “feel good” customer experiences that generate customer loyalty. Often the “feel goods” are more important than the real goods.
This exercise creates a real “AHA!” experience for managers and employees alike as they identify the important role emotions play in customer loyalty. It also encourages everyone to start thinking differently about how they deliver their products or service – and thinking way outside the box is an absolute ‘must’ as we move forward in the marketplace.
Want to know more about managing feelings in the workplace? Join other customer experience pro’s in the Practice of Positive Leadership on line course and get in on the fun!