Emotional interactions: the frontier of the customer-focused enterprise
Purpose ‐ Describes how companies can make managing the emotional expectations of customers the frontier of the customer-focused enterprise.
Design/methodology/approach ‐ Customer experiences have emotional
characteristics that companies historically haven't been good at delivering. The customer experience is more than an analysis of hard metrics about speed, availability and information. These performance measures are critical, but real progress in shaping the customer experience comes from
addressing the emotional aspects of their interactions.
Findings ‐ The key to success is to fully understand the customers' needs and expectations. By doing so, companies can identify what the most important interactions are ‐ key "moments
of truth" ‐ and prioritize delivery on these interactions.
Practical implications ‐ By employing a customer experience framework to prioritize resources according to the impact of particular customer interactions, paying particular attention
to emotional experiences, companies can build achievable operational models that create customer advocates.
Originality/value ‐ Best-in-class companies understand the entire customer experience and use a Customer-Focused Enterprise model to foster
customer advocates while deploying resources effectively and efficiently. The six characteristics of the CFE are: customer authority, customer dialog, integrated execution, solution experience, human performance and customer focused organization.
Keywords: Customers; Market segmentation
Document Type: Research Article
Publication date: 15 May 2007
- Previously published as The Antidote
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