Customer experience: The emotional road to transaction
If you are not sure your business is ready to shift from a purely transactional model to one where emotion has real impact, get ready to say goodbye to profits, says Chris Breslin.
Remember when you could console yourself over a deal gone bad with the old adage: ‘it’s not personal, it’s just business’?
If you still believe that to be the case, then you should click on another article because you are not going to like what you are about to read. Business is very personal.
Companies that don’t appreciate the role that emotion plays in determining whether customers choose to do business with us, continue to do business with us, and refer others to us, are destined for disappointment.
It’s no longer the year of the customer; it’s era of the customer.
