Emotional Value: Creating Strong Bonds with Your Customers

Part 1 Building an emotion-friendly serviced culture: the customer is always emotional; emotions matter; valuing the emotionality in customer communications; managing emotions begins with me; positive emotional states add value; shifting to positive emotions. Part 2 Choosing emotional competence: emotional labour or emotional competence? the challenges of burnout; managing for emotional authenticity; fostering positive interdependency; the customer isn't always tight...hiring for emotional competence; defining the emotional requirements of service jobs; the necessity of ongoing education; staff autonomy and emotional competence. Part 3 Maximising customer experience with empathy: satisfaction isn't good enough... anymore; the challenge in measuring customer emotions; the gift of empathy; creating a climate for generous empathy; broadcasting service successes; measuring emotional reactions. Part 4 Viewing complaints as emotional opportunities: complaints - emotional opportunities; fundamentals of complaints; going from problems to partners; empowering staff is more than giving permission; creating a craving for feedback; focusing on lifetime customer value; talking to the emotionality of complaints; turning complaints into customer learning opportunities; taking complaints seriously; eliminating blame! expanding the zone of tolerance; when corporate customers complain. Part 5 Using emotional connections to increase customer loyalty: loyalty is behaviour with its roots in emotions; emotional drivers of loyalty and value; listening to the voices of loyal customers; retaining customers by retaining staff; going for impact; that's where emotions reside; communicating a message of fairness.
Wydawnictwo: BERRETT-KOEHLER, Ilość stron: 310, Oprawa: hardback, ISBN: 1576750795

Zobacz wszystkie książki autora: Janelle Barlow, Dianna; Edwardson Michael Maul, Dianna Maul.