Emotional Engagement doesn’t just mean that there is an exclusive focus on customer experience.
In fact, to get the best results from emotional engagement, it’s important that everyone within the business is on the same page when it comes to dealing with customers.
A Sentiment Driven Business is one that operates with the customer firmly at the heart of the business. It's part of something bigger in which customer facing resources are utilised across marketing, sales, finance, product development, service, support and partner organisations. In this way, organisations can work together and focus on an end goal, whether this is higher customer satisfaction or reduced repeat calls.
Use your feedback
Rather than collecting as much feedback as possible then leaving it at the back of a dusty cupboard, use it to make a behavioural change at your company. A true Sentiment Driven Business allows the customer to be the cause and effect, companies can use feedback to listen to what experience their customers have had and proactively improve this experience over time.
One example of this could be that a customer has called and left you positive feedback about an agent. The next time they call, you can then actively route them to the same agent. Or you can reroute customers with an open case on the system to the front of long call queues.
By doing this, you actively demonstrate that leaving feedback leads to real change rather than allowing these insights to disappear into an empty filing cabinet.
Test the idea in other areas
In the marketing department, you could find out whether campaign ideas will actually work before spending time and money on a full campaign. By listening closely to your customers you will get to know their behaviours and emotions which in turn will benefit your marketing department, as they will know what emotions to target at what stage in the buyer’s journey.
It can also be used in departments such as co-creation and product innovation. By taking feedback and using it to steer the direction of your products and services you will start to create a company that your customers want to buy from, rather than a company you believe your customers want.
What are the benefits of building a Sentiment Driven Business?
By building a business that listens to customers and acts on what they say, your company will benefit not only your customers but the business itself in the long term. When you know your customers intimately, you will be able to predict what they will want in the future. This will give you the edge over your competitors who won’t be able to anticipate their customer’s needs in the long term. It will also build your brand’s reputation as a more customer centric and understanding organisation, making it likely that a competitor’s customers will soon be knocking on your door.
To dive deeper into the world of emotion check out our most recent eBook 'The Essential Guide to Emotional Engagement: The Secret to Customer Experience Success' which explores the role of emotion in capturing the Voice of the Customer and how to emotionally engage your employees.
