PART FIVEUSING EMOTIONAL CONNECTIONS TO INCREASE CUSTOMER LOYALTY
Good words are worth much, and cost little.
—George Herbert, English clergyman and poet
Using emotional connections to increase customer loyalty requires a carefully thought-out “emotion” retention strategy that every employee understands. It signifies a level of sophistication where staff grasp that the entire purpose of improved service is not simply to make tasks faster, more accurate, or less costly for the customer, but ultimately to honor customers by caring to meet their needs. An article in US Banker supports this notion by recommending a mind-set change that we earlier called the Customer Impact Job Description:
The mind set of bank employees must change. If ...
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