Emotion Behind Decisions
When you are talking to customers, you need to think like one.
That might sound easy… but is it something you practice?
I’m sure the maker of that blender had good intentions in sending me a survey about my experience, except they didn’t realize the problem wasn’t solved. That’s an enormous disconnect made more prominent by the lack of connected systems that would tell the company I was not in a place to do a survey – yet.
Let me take you in the completely opposite direction. My wife’s activity tracker wasn’t working. She sent an email to the company and got an immediate response with several options (including getting a new tracker), and then another email following up on the experience and offering additional support.
We would buy from the company again.
These two completely different experiences proved to me what differentiates a company:
- Support and how easy it is to get a resolution to a problem
- Service beyond the obvious obligation
- Understanding what customers require (and translating how technology helps them achieve outcomes)