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Neuroscience, Emotions and the Customer Experience
We conclude that neuroscience has the potential to play a key role in developing a better understanding of consumer's 'real' emotional reactions to the customer experience. Through scanning the brain and showing which brain structures 'light up' when someone is experiencing an emotion we can directly 'see' what emotional or indeed other brain structures such as memory are affected.
Emotions, satisfaction and loyalty
An interesting article in 'hotel and motel management' magazine has produced some thought leading research on how consumers vary in their emotional response to the hotel experience and how emotions can be classified into primary and secondary groups. They also show how 'the emotions a guest feels during a hotel stay are critical components of satisfaction and loyalty' and how different types of consumer respond differently.
Don't ignore your customers emotions.
Do you think customer emotional reaction to your service plays an important role in whether the customer will buy from you or use you again? We think so. Our consulting firm, Beyond Philosophy, bases its work on that belief. Whether it's why you buy from your favorite grocery store or IBM, purchase decisions are not just about physical things such as the right price, product and a convenient location but also the feelings that the service evokes, such as trust, comfort or just the fact that it's the safest bet.
"Don't forget to search through our archive of thought-leading articles." More...
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Top Tip from Beyond Philosophy Team
"What is the Customer Experience that you are trying to deliver"? Do you know? Can you articulate it? Can your people in the front line tell you what it is? As 50% of a Customer Experience is about emotions, what are the emotions you are trying to generate?
In our experience most organisations cannot answer that simple question and therefore what happens? Customer service does one thing, sales do another and marketing do something different altogether. Therefore what the customer experiences is something different by channel and what the customer sees and feels is a confused Customer Experience.
Therefore our "top tip" is that you need to have a "Customer Experience Statement". A statement of what the Customer Experience is you are trying to deliver. This should be built-up from market research with your customers and it should have senior executive buy in for implementation, otherwise it will just be a place on the wall.
Here is an example of a Customer Experience Statement.
We want our Customers to feel that we value them. We want them to feel confident when dealing with us and trust us. Accuracy and speed are two components that are vital to our customers and this will manifest itself throughout our Customer Experience. Our customers will consider us good value for money.
Note it is the words that are underlined that are important. Also, note that this defines the emotions you are trying to evoke. If you would like further examples, please contact our office.
Recommended Reading
Our recommended reading list on neuroscience and emotional value. We can help provide more details on these and other topics as they affect the Customer Experience. more...
Talk to an analyst
Interested in any up and coming analyst briefings on the Customer Experience? Then please send an email to Steven Walden
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If you feel you
have any major issues you would like to raise or you have a problem you
would like to discuss with us or even an issue to research, why not drop
us a line and let us know any thoughts or views you have on any Customer
Experience articles and topics covered.
Email the editor at: contact@beyondphilosophy.com
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