Don’t Create Any Feelings in Customers You Wouldn’t Want to Feel Yourself

“The customer is your paycheck” is something rank-and-file employees are endlessly reminded of (or should be). But how well do organizations do when it comes to reinforcing that reality throughout their daily operations? There are two currencies in business: revenue and customers’ emotions, but rarely are large-scale organizations able to avoid the lure of configuring their strategies and processes around what’s most convenient for them, rather than acclimate fully to those who pay the bills.

For 20 years, the author of Emotionomics, Dan Hill, has been a pioneer in capturing and quantifying consumers’ emotional responses to their experiences with companies through the facial coding tool now being automated by Silicon Valley. Leveraging a vast database of past project work for over half of the world’s top 100 consumer-oriented blue-chip companies, Hill is supremely able to document best practices across the spectrum of customer touch points, including specifically:

  • What types of advertising practices will attract or fail to cut through the clutter with prospects? What kinds of advertising will reinforce existing customers’ feelings for the company, bolstering brand equity?
  • In designing and positioning new offers for prospects and existing customers, what can achieve traction versus encountering indifference?
  • In creating products and packaging, what are the do’s and don’ts? (Usability should, after all, result in happiness instead of frustration.)
  • From bricks-and-mortar retail stores, to online sales, what steps will enrich versus detract from a customer’s experience? Online, where do company web sites typically stumble?
  • What types of employee interactive practices go down well, and which all but invite customers to defect? How can customer service be improved without breaking the bank?