How Do You Make Your Customers Feels?Steve Dudley
My wife and I moved into our house just over six years ago. A modest property in a little village in Northamptonshire. When we were looking to move, we had a list of requirements which our new house had to have: open fire, semi or end of terrace and three good sized bedrooms. A garage was a must. We absolutely love our house and have never been happier in a property.
All this despite the fact that it doesn’t have many of the features we had on our original list: the garage is too small (we don’t have a large car, but the garage is tiny), it has two bedrooms and a box room and it is mid terrace.
So why did we buy it? Very simply, because when we walked in to view the house for the first time, we fell in love with it. It gave us both a homely, comfort, ‘this is where we want to live’ feeling. It just felt right. Based on how it made us feel, we simply had to buy it.
I think about the places I shop. I could do the shopping more locally, I could find cheaper prices, I could find more choice – so why do I shop where I do? Because of the way it feels. The staff, the layout, the lighting, the colours, the service, the atmosphere. I shop there because it just feels right.
When you go to buy a new car, what does the final decision rest upon? Sure, it starts with price, number of doors, engine size etc, but what ultimately determines the decision? The look, the colour, the style, the decision is based on emotion – the way a particular car makes you feel.
As human beings, our lives are driven by emotion. Up to 70% of the decisions we make are based on how we feel about things, people or organisations.
We are driven, make choices, make decisions, take action, based on how we feel.
All very subjective, and very unquantifiable – but all very real.
Generating the Right Emotions…
The successful businesses of tomorrow, those that will continue to grow and prosper, will be those which understand how their Customers feel about doing business with them. Going forward it is the organisations who know and understand their customers and who know how to influence and generate the right emotions in their Customers, that will triumph.
The right emotions? Those which make customers want to come back to your organisation and do business with you time and time again.