Emotional Motivators, Quality, Customer Service &
In our previous article we briefly discussed the importance of so-called ‘Emotional Motivators’.
Shortly recapping, bare figures and KPIs, do play a vital role when evaluating customer satisfaction. However, those digits are simply guidelines for measuring the satisfaction degree, though not a legitimate answer to how you can attach a specific customer or target group to your business.
In the previous article we elaborated the concept of ‘Emotional Motivators’, which means the factors underlying customer needs and wants. The basic feeling of safety would be a perfect example in order to outline to you the basic concept of ‘Emotional Motivators’.
Presuming that by satisfying customer´s basic needs and wants you are able to increase customer satisfaction and hence customer retention, you might be wondering how to follow up with this concept.
Giving an answer to this question, there are three major blocks that will drive both customer satisfaction and the emotional ties to your business:
Product and Service Quality
Holistic Customer Service
Digitalization Platforms and Processes
Product & Quality
The first building block – quality of products and services – is a well-known factor for customer satisfaction. Excelling in the provision of top-notch products or services is the basis for retaining customers and enhancing customer experience with reference to your company.
Quality is the minimum requirement for pursuing the above outlined objectives, as higher quality means better customer satisfaction standards for any industry and lower risk of complaints.
Holistic Customer Service
Even if the quality of a product and service build the basis of customer satisfaction, loyalty of customers is mainly strengthened by an individual, complete and outstanding customer experience – before, during and after the acutal buying process.
A recent report by Gartner indicates that companies strive towards competing primarily on the basis of customer experience, with an affirmation of over 98%. When compared to 2014 (38%) and 2015 (58%), this reflects a dramatic rise. While products and services may become increasingly similar, a distinct and particularly accurate customer experience is a great asset in maintaining the competitive advantage.
While products and services may become increasingly similar, a distinct and particularly accurate customer experience is a great asset in maintaining the competitive advantage.
Digitalization Platforms & Processes
This leads us to the question of how companies should build their growth strategies with regard to customer service, customer experience and ultimately customer satisfaction.
As we have reached a digital era never seen before, customer experience demands adaptions to the recent digitalisation trends.
One of those trends reflects the need of providing your clients with all potential interaction channels along the whole customer retail journey and at any time. This signifies the combination and alignment of online, mobile, physical, social, call centers and other presences to create a coherent and decisive customer experience, no matter where your customers may seek your service.
In closing, product/ service quality and a positive customer experience is the precondition for customer satisfaction. However, this must be complemented with modern communication tools that give both customers and companies the opportunity to interact at the highest degree possible. All of which while finding ways to meet the demands of ’Emotional Motivators’ and customer needs which you as a company have to detect, pursue and fulfill.
Zulla Consulting & Partners with its strategic foresight and multiple years of experience will support your company by developing tailor-made solutions based on a wide series of methods and best practices identifying the customer satisfaction levels related to your business, as well as adapting them to the needs that the digital era brings with it.
Gartner (2014), retrieved on 01/08/2016, https://www.gartner.com/doc/2857722/gartner-survey-finds-importance-customer
Nanorep (2016), retrieved on 01/08/2016, http://www.nanorep.com/top-3-trendsin-customer-service-for-2016-according-to-leading-analysts Forrester (2016). Trends 2016: The Future Of Customer Service. Cambridge: Forrester Research
Forrester (2016). Trends 2016: The Future Of Customer Service. Cambridge: Forrester Research