Dec. 05, 2007

Overcoming Emotional Barriers to Customer Engagement

By John I. Todor, Ph.D., The Whetstone Edge, LLC

Everyone else in the store seemed so engaged—I felt like an outsider who didn't know how to get involved.

That was Phil's reaction to his first visit to an Apple store. He made the comment when I was touting the customer experience at Apples stores during a recent speaking engagement.

Apple must have been listening. Recently they have added two new twists to what is already an exceptionally engaging customer experience. Now when you walk into the store you are likely to be greeted by a concierge wearing a distinctive blue shirt. The concierge's role is to help people like Phil feel welcome and get them pointed in the right direction.

Lack direction; don't know what fills your need, no problem. They will hook you up with a personal shopper who will listen and take as much time as necessary to make sure you make the right purchase. And, to make sure you understand why it is the right decision.

The need for a concierge or personal shopper is not limited to stores that sell technology. Wouldn't you love to have either one as your guide as you attempt to sort out your medical coverage?

I invite you to add your own examples of where these types of people would be appreciated.

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John I. Todor, Ph.D., is the managing partner of The Whetstone Edge, LLC, a customer-centric consulting firm that helps clients build customer equity by engaging customers online via social media and delivering compelling offline customer experiences. He is the author of Get with it! The Hands-on Guide to Using Web 2.0 in Your Business.
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