What Customers Like About You : Adding Emotional Value for by David Freemantle

By David Freemantle

Over the past years David Freemantle has studied hundreds and hundreds of businesses worldwide to find how they accomplished their aggressive virtue. In What consumers Like approximately You he finds the key in their good fortune: emotional worth (e-value).

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When front-line people were sufficiently sensitive to connect with the customer’s feelings they exhibited no emotion (by withdrawing from the contact) and in doing so added emotional value. To like people and to have people like you means giving a little of yourself (giving away your feelings) as well receiving and absorbing something from others (acknowledging and accrediting their feelings). It is this two-way process of emotional connectivity that helps establish mutual added emotional value.

Emotion harnesses our feelings (external and internal sensations) and together with our esprit and our energy is the source of our motivation. The sensations and feelings which we experience and which are the spark points for our emotions have been carefully selected by our brain as a result of our esprit (our experiences, our beliefs and our values). ) are bombarded with stimuli. Our brain is unable to process all the stimuli and has therefore created a large number of emotional filters that allow us to detect only those stimuli that are relevant to moving in the directions we like (or moving away from the directions we dislike).

DIRECTION OF BEHAVIOR RESULTING FROM EMOTION (CREATIVE OPTIONS) Escape (call for manager and get her to deal with customer) Analyze your emotions (scream back at the customer) (remain silent and think: why do I react this way? Could I react differently? Interrupt and attack Eliminate the emotion (listen objectively to customer and try to understand his reasoning) Figure 3 Lose your temper Create positive emotions (try to find something you like about the customer and show this to him) Attempt to change customer's emotions (calm him down, offer him a cup of coffee) Express feelings (politely object to customer's behavior) Emotional direction in customer service (keep objecting to what customer is saying with counter arguments) ADDING EMOTIONAL VALUE 35 S UMMARY To create added emotional value, you need to create new clusters of thinking and feeling patterns to please your customers.

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