letting customers down where it
matters most. Following that, the
creation of emotionally stimulating
experiences that stick in customers’
minds. Supporting these two
regardless of sector is a third element
- consistency. It plays a huge role in
building customer preference.
Consistently good performance
accounts for 30-50% of customer
relationship strength. This is of
particular relevance in today’s
connected world where customers use
multiple touchpoints.
Building an emotional attachment
with a customer also relies on
consistent delivery and tone of voice.
As in our relationships with people,
we are more likely to trust and
invest energy in relationships with
companies that have an attitude we
warm to and a service experience that
doesn’t vary from day to day.
emotion than function: ‘made to feel
welcome’, ‘well looked after’, ‘honesty
and attitude of staff’ and ‘lovely
receptionist’ were typical mentions.
We could prove in two ways – by
stated delight and their open-ended
answers - that offering an experience
that stimulates emotion has a
wider, longer-lasting impact on the
relationship. Emotion clearly has a
powerful effect on narrowing the gap
between company performance and
customer preference.
The same pattern holds true for ot