I put my loyalty and investments into companies, products and services that I like and trust. Often this is about a personal relationship. One I trust watch my interests proactively – on my preferences. Sometimes that involves human contact, but not always.

Think about where you prefer to shop and receive your services.

  • From who did you buy your last car? Why?
  • Where do you like to get your sports equipment? Why?
  • From who did you receive your last dentist and doctor services? Why?
  • What restaurant did you last go to? Why?
  • What hotel did you last stay in? Why?
  • Where do you typically buy your groceries? Why?
  • What advisors do you use? Why?

My guess is that you have an emotional link – either with a person or a ”system” that takes care of you and your needs. Low price, high service levels, sustainability, appealing core values, additional services etc. The outperforming companies are transforming to deliver such an emotional connection through signature customer experiences. Because we know this is a major factor in developing results.

Your advanced analytics, loyalty program, great CRM and HR systems may help you to generate leads and bring the customer to the store/ your business. But how are these initiatives followed up consistently throughout the customer touch points? Are you creating the emotional connection?

I instantly fell in love with Wegmans Food Market. ”One of the best places to work” works!

Why? Not only because they have a store offer that appeals, but because the employees are shining of satisfaction and with a beyond service attitude. No doubt that the ranking of Wegmans as ”one of the best places to work” works! Their organization seems to be very well personal connected and geared towards the customer. That is the secret and success formula. And this is what differentiate the best. So easy and so hard.

The need for reinvention to serve the customer – from transactions to relationships.

In this article I describe the need for reinvention to serve the customer. I had contact with 5 different dealers to buy a car. There were extreme variations in how they took my lead on board and how they followed up. I know many companies struggling to respond to lead contacts from customers. They introduce rules on how to respond etc. so that the employees will follow up. For the truly customer relationship oriented company this will not be necessary. Do you agree?

There are plenty of other examples of good and bad company/ employees to customer emotional connections. Perhaps you have one to share?

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