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Emotional Value: Creating Strong Bonds with Your Customers

Book Description

Todays consumers demand not only services and products that are of the highest quality, but also positive, memorable experiences. This essential guide shows how organizations can leapfrog their competitors by learning how to add emotional value--the economic value of customers feelings when they positively experience products and services--to their customers experiences. Janelle Barlow and Dianna Maul, with more than forty years combined experience in the service industry, detail five practices for adding emotional value to customer and staff experiences. They show how to

Build an emotion-friendly service culture

Choose emotional competence as your organizations service model

Maximize customer experiences with empathy

View complaints as emotional opportunities

Use emotional connections to increase customer loyalty The authors reveal that by understanding the critical role emotions play in creating positive customer experiences, organizations can take their customer service to new levels of refinement, compete more effectively and--most importantly--retain both customers and staff.

Table of Contents

  1. COVER PAGE
  2. TITLE PAGE
  3. COPYRIGHT PAGE
  4. What others are saying about Emotional Value
  5. FOREWORD
  6. PREFACE
    1. Orientation of Emotional Value
  7. ACKNOWLEDGMENTS
  8. INTRODUCTION ADDING EMOTIONAL VALUE TO YOUR CUSTOMERS’ EXPERIENCE
    1. The Experience Economy
    2. The Emotional Sting of Poor Service
    3. The Human Aspect of Customer Service
    4. The Starting Point
  9. PART ONE: BUILDING AN EMOTION-FRIENDLY SERVICE CULTURE
  10. CHAPTER ONE: THE CUSTOMER IS ALWAYS EMOTIONAL
    1. Consuming Is an Act of Emotional Engagement
    2. Emotions Imply Obligations
    3. Emotions Matter
    4. What Do Emotions Tell Us about Customers?
    5. The Link among Passion, Loyalty, and Emotions
    6. Valuing the Emotionality in Customer Communications
  11. CHAPTER TWO: MANAGING EMOTIONS BEGINS WITH ME
    1. The Power of Self-Awareness
    2. Visual Self-Awareness
    3. Awareness in Teams
    4. Awareness Is for Managers, Too
    5. Organizational Culture and Emotional Awareness
  12. CHAPTER THREE: POSITIVE EMOTIONAL STATES ARE AN ASSET
    1. Shifting to Positive Emotions
    2. ASSESSING YOUR ORGANIZATION’S EMOTION-FRIENDLY SERVICE CULTURE
  13. PART TWO: CHOOSING EMOTIONAL COMPETENCE
  14. CHAPTER FOUR: EMOTIONAL LABOR OR EMOTIONAL COMPETENCE?
    1. Do Employers Have the Right to Demand Emotional Participation?
    2. The Positive Challenge of Service Work
    3. Creating Customers
    4. Does Giving Diminish Us?
    5. Service Relationships versus Service Encounters
    6. Can Technology Save Us from Emotional Labor?
    7. The Challenge of Burnout
  15. CHAPTER FIVE: MANAGING FOR EMOTIONAL AUTHENTICITY
    1. Fostering Positive Interdependency
    2. Task-Oriented versus Emotional Relationships
    3. Forming Relationships Is the New Competency
    4. Dealing with the “Always Right” Customer
    5. Hiring for Emotional Competence
    6. Defining the Emotional Requirements of Service Jobs
    7. Understanding the Necessity of Ongoing Education
    8. Encouraging Staff Autonomy and Emotional Competence
    9. ASSESSING YOUR ORGANIZATION’S SERVICE PHILOSOPHY
  16. PART THREE: MAXIMIZING CUSTOMER EXPERIENCES WITH EMPATHY
  17. CHAPTER SIX: SATISFACTION ISN’T GOOD ENOUGH— ANYMORE
    1. Emotional Accounts and Empathy
    2. Emotional Reactions and Satisfaction
  18. CHAPTER SEVEN: THE CHALLENGE IN MEASURING CUSTOMER EMOTIONS
    1. Assessing the Emotional Reactions of Customers: The Obstacles
  19. CHAPTER EIGHT: THE GIFT OF EMPATHY
    1. Creating a Climate for Generous Empathy
    2. Flow States
    3. Teaching Empathy through Better Listening
    4. Broadcasting Service Successes
    5. Measuring Emotional Reactions
    6. Critical Customer Factors
    7. Measure Parameters That Are Useful to Your Staff
    8. Metaphors Can Capture Emotional Reactions
    9. Measuring Key Indicators of Loyalty, Not Satisfaction
    10. Measuring Emotional Content of Satisfaction
    11. Emotion Profiles
    12. ASSESSING YOUR ORGANIZATION’S EMPATHY
  20. PART FOUR: VIEWING COMPLAINTS AS EMOTIONAL OPPORTUNITIES
  21. CHAPTER NINE: COMPLAINTS: EMOTIONAL OPPORTUNITIES
  22. CHAPTER TEN: FUNDAMENTALS OF COMPLAINTS
    1. Most Customers Do Not Complain
    2. Most Complaints Are Handled Poorly— According to Customers
    3. Complaints Are Easily Remembered
    4. Complaining Customers Are Potential Loyal Customers
  23. CHAPTER ELEVEN: STRATEGIES FOR HANDLING COMPLAINTS
    1. Going from Problems to Partners
    2. Empowering Staff to Handle Complaints Is More Than Giving Permission
    3. Creating a Craving for Feedback
    4. Severity of Problem
    5. Focusing on Lifetime Customer Value
    6. Talking to the Emotionality of Complaints
    7. Turning Complaints into Customer Learning Opportunities
    8. Taking Complaints Seriously
    9. Eliminating Blame
    10. Expanding the Zone of Tolerance
    11. Handling Complaints from Corporate Customers
    12. ASSESSING YOUR ORGANIZATION’S COMPLAINT FRIENDLINESS
  24. PART FIVE: USING EMOTIONAL CONNECTIONS TO INCREASE CUSTOMER LOYALTY
  25. CHAPTER TWELVE: LOYALTY IS A BEHAVIOR WITH ITS ROOTS IN EMOTIONS
    1. The Value of Retained Customers
    2. Emotional Drivers of Loyalty and Value
    3. Feelings Influence Loyalty
    4. Emotions Drive Assessment of Value
  26. CHAPTER THIRTEEN: STRATEGIES FOR RETAINING CUSTOMERS
    1. Listening to the Voices of Loyal Customers
    2. Retaining Customers by Retaining Staff
    3. Going for Impact: That’s Where Emotions Reside
    4. Communicating a Message of Fairness
    5. ASSESSING YOUR ORGANIZATION’S FOCUS ON CUSTOMER RETENTION
  27. CHAPTER FOURTEEN: FINAL THOUGHTS
  28. APPENDIX A: EMOTIONS: RESEARCH BACKGROUND
    1. Dynamics of Emotions
  29. APPENDIX B: WHAT DOES MARKETING RESEARCH TELL US ABOUT CONSUMER EMOTIONS?
  30. APPENDIX C: THE ELUSIVE LINK BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A SUMMARY OF THE RESEARCH
  31. APPENDIX D: COMPLAINT HANDLING: WHERE DOES THE LATEST RESEARCH TAKE US?
  32. APPENDIX E: EIGHT-STEP GIFT FORMULA
  33. NOTES
  34. INDEX
  35. ABOUT THE AUTHORS