Steven Walden at Beyond Philosophy recently placed on their blog a comment that I felt was very compelling. He stated that it is up to the company to "evoke and control" customer emotions.
I found this to be a very profound insight and yet it is so simple. The question becomes how do you evoke and control customer emotions and channel them in a positive direction for your company?
In several earlier posts, we discussed the value of a Predictable experience. We feel that on thing you must have present to "evoke and control" the customer experience is to make it predictable.
Variation in the experience and the outcomes is your "red flag" that your customers are not receiving a predictable experience - this has several associated costs with it. Does one agent give two customers with the same situation the same treatment? Would one customer get the same treatment from 10 different agents?
If your process and your experience isn't repeatable and reproducible, it's not predictable. It's time to take action.
If you can develop a predictable experience, you can evoke and control customer emotions.
You can read all of Steven's entry here.
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