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Opinion CSat Strategy

Money is the Lighter Fluid in Customer Relationships

Micah Solomon’s recent piece in Forbes (link below) puts the spotlight on money as a key factor in the customer experience. What makes his article so interesting is that it talks about a voyage that many companies have to make on the their customer relationships.

THE Emotional Trigger

His biggest point is that money is an emotional trigger — sort of like lighter fluid on wood — that makes an otherwise smaller ‘emotional fire’ burn brighter and hotter. Often this is in a negative context, those angry customer situations that companies often don't handle well. The article is worth a read to get your team members looking at how can they handle irate customers in a different way.

So what’s the voyage that companies have to make?

Customer experience is increasingly becoming a key point of competition — no longer simply an aspect of the relationship between company and customer. The problem lies in what it takes for companies to compete at the level of customer experience.

There are a number of factors that make it difficult for businesses to make the transition — like sluggish old retailers battling Amazon or Microsoft fighting Apple. Solomon puts the spotlight on the key one: getting more emotionally intelligent when it comes to customers.

Never Understood the Rough Approach

It never ceases to amaze me that customer service reps and even more shocking, their managers, seem to think taking a rough approach to an irate customer will work. A lot of that seems to stem from a misunderstanding both of the value of a customer as well as not fully relating to the emotional response of the customer. It’s not personal, it’s all about the customer.

The article is worth a read, to realign internal thinking about how to read and address customers when they're less than happy.

Feb 23, 2014 | Original Link

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