It seems only right that since my last piece was on the on the importance of saying goodbye, I should deal with the even more important area of a good welcome. Feeling like you are a valued customer from the moment you enter anyone’s premises – and that includes online premises – taps into a deep emotional need and it’s a bit of a mystery to me why organisations don’t pay more attention to it.
I experienced a brilliant welcome when I visited a National Trust property
What does Gothic fiction have to do with customer experience? Not something I’ve thought about until recently but the parallels are interesting.
When I’m working from home I like to have BBC Radio 3’s Essential Classics and on Tuesday’s broadcast studio guest Sarah Perry, author of much-lauded novel The Essex Serpent
This week I will be putting up three posts on the emotional element of superior service. I will be covering:
1) How creating an emotional connection can build customer loyalty
2) Where customer surveys can let you down
3) Why, paradoxically, customers don’t always come first
First, let’s look at how a positive emotional connection can build loyalty better than loyalty schemes.
At the risk of turning this blog into a restaurant column, John Maeda’s excellent simplicity blog features an interesting item on his visit to a restaurant where his white table napkin was removed and replaced with a black one. Maeda treats this as an example of trust – by demonstrating an attention to detail.