Talking Point: The Disney Institute Blog

Why Are Emotional Connections the Key to Exceptional Customer Service?

September 23, 2014 by Bruce Jones, Senior Programming Director, Disney Institute

On the topic of customer service, have you ever heard the saying: “Aim for your customers’ hearts, not just their heads.” In other words, move beyond simply making transactions with your customers; create relationships with them. 

In the article, "Customer Satisfaction Doesn’t Count," the Gallup Organization stated that "if you do not make an emotional connection with customers, then satisfaction is worthless." This research proved that customers do not buy strictly for rational reasons; it is much more important to engage customers on an emotional level. 

Additional research also suggests that organizations that optimize this emotional connection outperform competitors by 26 percent in gross margin and 85 percent in sales growth. In fact, emotionally engaged customers are: 

  • Atleast three times more likely to recommend
  • Three times more likely to re-purchase
  • Less likely to shop around
  • Much less price sensitive

Positive emotional connections will ultimately drive the length and frequency of that customer’s engagement with your organization. It’s why we believe the power of service lies in its ability to create an emotional connection rather than a purely rational connection.

So, how can organizations use this information to think differently about their customer experience? In the video below, Stu Levine from Disney Institute shares how he thinks about the importance of making emotional connection with customers.  

How can you improve your organization’s customer experience by creating emotional connections? Consider Disney’s Approach to Quality Service, our professional development course that focuses on customer service training. In this course, participants will learn how Disney works to understand the needs, perceptions and expectations of its customers at an individual level, and how it trains and enables Cast Members to seek out opportunities to create emotional connections with Guests whenever possible. Even more important, participants will learn how to adapt these Disney best practices and tailor them to their own businesses.

Or, for more on this topic, read:

In what ways can your organization move your customer experience from transactions to emotional connections?

We’d love to hear from you! 
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For nearly three decades, Disney Institute has provided engaging and insightful learning opportunities for business professionals and organizations, teaching them the Disney approach to business….focusing on Service, Leadership, Culture, Brand Loyalty, Creativity and Innovation. To learn more about how you can attend an upcoming course, see our full Course Calendar. Not sure which course is best for you? Try our Course Recommender

Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form

Posted in Quality Service | Tagged Service, Customer Service, Quality Service, Service Training, Customer Service Training, Customer Experience, Customer Retention, Service Recovery, Bruce Jones

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