How To
Create An Emotional Connection
In A Digital World
W hen is the best time to invest in your customer experience ? Eighteen months ago . When is the second-best time ? NOW ! Now is the time to make your organization ’ s customer experience your single biggest competitive advantage . You and your company are either an expense that can be found cheaper somewhere else , or one of the few businesses that customers can ’ t live without .
In order to be the brand customers can ’ t live without , you need to focus on creating an emotional connection on every interaction with your customers . Here are seven ways to create an emotional connection with your customers .
1 . Focus on the micro moments . 2 . Address the relationship deficit . 3 . Avoid empathy fatigue . 4 . Make your customers feel something . 5 . Find the conversation gifts . 6 . Utilize relationship hacks . 7 . Justify a relationship tax .
1
Focus On The Micro Moments .
Too many companies and employees think if the results / outcomes are achieved , the customer will be happy . However , there is scientific proof that outcomes have the least to do with customer loyalty . The order was accurate , my steak was prepared medium rare , my tooth no longer hurts . Those all better happen , but by themselves , results and outcomes are a commodity .
Customer loyalty is a result of consistently delivering on the micro moments , at each touchpoint , whether a customer calls , emails , checks in , or needs support . Were your employees knowledgeable , empathetic , patient , passionate about their job , easy to do business with , and willing to make it right ?
2
Address The Relationship Deficit .
Technology has made it easier for us to navigate through our busy lives , but it also erodes the fundamental element of human connection . When communicating digitally , it can often lack a human touch , which creates a sterile transaction and lack of emotional connection . Today , being forced into a virtual world is adding to these unintended consequences , which we call a relationship deficit .
As we ’ ve been forced to practice social distancing , people have realized how much they crave human connection . Not being able to dine with friends , see family members , or interact with coworkers has put a strain on the human spirit . That is why the businesses that create emotional connections will dominate .
In the first business I started , John Robert ’ s Spas , some of the hair stylists are the most talented technicians on the planet . And there are other ones who are pretty good but technically can ’ t hold a candle to the first group . Yet some of the less technically talented hair stylists are completely booked out for weeks , way more than the more talented ones . Why ? Because of their
relationship-building skills .
3
Avoid Empathy Fatigue .
Empathy fatigue usually occurs in industries that constantly deal with customers who have high emotional pain , like funeral homes , behavior therapy , or oncology . However , with today ’ s world , every business is dealing with customers who have high stress and anxiety . This can cause our employees to feel emotionally and physically drained , which leads to a diminished ability to empathize or feel compassion for others . That is why as leaders , we have to constantly help our employees reenergize , rejuvenate , feel appreciated , and understand the critical role they play in their customer ’ s lives . This not only results in the customer feeling better , but also the employee will be less likely to burn out .
4
Make Your Customers Feel Something .
The No . 1 best customer service we can provide is being a positive escape with every person we come in contact with . You have to create an emotional
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