Emotion in customer relations: is it really the first priority?
If you follow the main topics of Customer Relations somewhat, you will certainly have observed a continuous amplification of the subjects related to emotion for several months.
With great support from studies and neuroscience, we are told the essentiality of a layer of emotion in Customer Relations to better understand one’s customer, reassure him, convince him.
While emotion is an obvious key to successful Customer Relations, it remains relatively high in what I would call “the RC equivalent of Maslow’s pyramid”. Before they can claim to reach their customers directly to the heart, many companies have more “basic” problems to solve.
While every consumer dreams of a relationship filled with emotions and empathy, above all, they want their problem solved.
Asked about the major reasons for a bad experience, customers mainly talk about a bad attitude, slow response, poor understanding and a lack of availability, before talking about an impersonal experience or lack of emotion.
It is therefore necessary for companies to resolve the first levels of the pyramid in order to then be able to concentrate on more advanced themes.
Some steps such as improving politeness or clarity require training of teams, while others such as speed of response on all messages or good channel management require a change in the structure of the service. customer. The latter will notably involve a different organization of the teams, and the adoption of tools that take these challenges into account.
The new generations having natively purely digital habits are gradually abandoning more traditional channels in favor of messaging or social solutions.
When teams are organized in technological silos (an email team, a voice team, a social media team, etc.), information is difficult to pass and the experience depends directly on the channel used. The customer is regularly redirected according to the nature of his request, creating dissatisfaction.
Worse yet, this approach does not allow for workload smoothing across different teams, which means response times can be difficult to meet and some messages can even be ignored entirely after passing a certain time.
An in-depth reorganization of the very structure of customer relations therefore seems to be necessary for an evolution at the heart of the pyramid of customer needs. Before we talk about emotion, let’s focus on the real problems of our customers.
Author of the Trade Show Chronicles, Julien Rio is an expert in digital marketing and trade shows & fairs. Since 2007, he has developed online platforms and strategies to support the growth of companies in Europe and Asia.
Julien Rio is currently Marketing Director of Dimelo, whose platform allows companies to deploy and manage their Omni-Digital Customer Relations on all channels (messaging, social networks, live-chat, mobile, email).