Do you think customer emotional reaction to your service plays an important role in whether the customer will buy from you or use you again? We think so. Our consulting firm, Beyond Philosophy, bases its work on that belief. Whether it's why you buy from your favorite grocery store or IBM, purchase decisions are not just about physical things such as the right price, product and a convenient location but also the feelings that the service evokes, such as trust, comfort or just the fact that it's the safest bet.
Therefore, in a world where goods and services are increasingly becoming the same or are easy to imitate, there is real value in evoking the right and avoiding the worst emotions in consumers. As the physical offer becomes more equal among competing suppliers, it is these emotional values that become differentiating in the minds of the consumer.
Managing customer emotions is the next frontier for companies seeking competitive advantage in the marketplace;...
Therefore, in a world where goods and services are increasingly becoming the same or are easy to imitate, there is real value in evoking the right and avoiding the worst emotions in consumers. As the physical offer becomes more equal among competing suppliers, it is these emotional values that become differentiating in the minds of the consumer.
Managing customer emotions is the next frontier for companies seeking competitive advantage in the marketplace;...
