This continues the series, 9 characteristics of great customer experiences.
The customer feels secure and confident in his or her decisions throughout the process.
People want to feel that they made the right decision. A great customer experience will allow for that, with checkpoints along the way so people feel that they are doing the right thing, even for a small purchase.
- The desire to solve a problem?
- To satisfy a need?
- To physically feel better?
- To satisfy an ego drive?
I sometimes use the metaphor of an Emotional Bank Account. Like a financial bank account, you can make deposits and take withdrawals from the account. When you make consistent deposits, out of your integrity and out of your empathy—that means your understanding of what deposits and withdrawals are to other people—those two things—empathy and integrity—that little by little you can restore trust.--Stephen Covey, Restoring Trust Can be an Enormously Positive Adventure
The emotional units that Covey speaks of are centered around trust. When we make emotional deposits into someone’s bank account, their fondness, trust, and confidence in us grows. And as a result our relationship develops and grows. If we can keep a positive reserve in our relationships, by making regular deposits, there will be greater tolerance for our mistakes and we’ll enjoy open communication with that person. On the contrary, when we make withdrawals and our balance becomes low or even overdrawn, bitterness, mistrust and discord develops. If we are to salvage the relationship, we must make a conscious effort to make regular deposits.--The Emotional Bank Account, Life Training - Online
- If someone feels that they can trust the company and their decision is low-risk, then they may continue in the sales and product process. No change.
- If a company messes up in some way, all of the emotional bank deeds help balance the screw-up. The person may not appreciate the screw-up, but he still trusts the company. The process continues, especially if there is low risk in the deal.
- However, if screw-ups happen too often, the relationship could be in jeopardy and that would ruin the sale and the relationship - even if the customer has already purchased, is using the product, and is an existing customer. He'll stop using the product and make another decision or rever to the previous decision before purchase. Yes, things like this happen.