Emotion in customer care: Just how important is it?

JULIEN RIO | December 3, 2018

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If you've been following the major trends of customer care lately, you're bound to have noticed a surge in topics linked to feelings.We are told about the importance of adding a layer of emotion into customer care to better understand your customer, reassure and convince them, supported by evidence from studies and neuroscience.While evidently feelings are key in successful customer relations, they are still far up on what I call the "Customer relations equivalent of Maslow's hierarchy of needs." Many companies still have more tangible issues to fix before claiming they want to appeal to their customers' deepest feelings.While customers wish for an exchange driven by feelings and empathy, they first of all wish for their problem to be solved.When you ask them what are the main reasons for a negative experience, customers mostly report bad attitude, slow answers, poor understanding, low availability, well before mentioning impersonal exchanges or lack of emotion.Companies need to solve problems from the lower levels of the hierarchy of needs first to be able later on to focus on more advanced challenges.

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