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TABLE OF CONTENTS

 

Part I: Building an Emotion-Friendly Service Culture The Customer Is Always Emotional

  • Emotions Matter
  • Valuing the Emotionality in Customer Communications
  • Managing Emotions Begins with Me
  • Positive Emotional States Add Value
  • Shifting to Positive Emotions

 

Part II: Choosing Emotional Competence Emotional Labor or Emotional Competence?

  • The Challenge of Burnout
  • Managing for Emotional Authenticity
  • Fostering Positive Interdependency
  • The Customer Isn't Always Right . . .
  • Hiring for Emotional Competence
  • Defining the Emotional Requirements of Service Jobs
  • The Necessity of Ongoing Education
  • Staff Autonomy and Emotional Competence

 

Part III: Maximizing Customer Experience with Empathy Satisfaction Isn't Good Enough . . . Anymore

  • The Challenge in Measuring Customer Emotions
  • The Gift of Empathy
  • Creating a Climate for Generous Empathy
  • Broadcasting Service Successes
  • Measuring Emotional Reactions

 

Part IV: Viewing Complaints as Emotional Opportunities Complaints: Emotional Opportunities

  • Fundamentals of Complaints
  • Going from Problems to Partners
  • Empowering Staff Is More than Giving Permission
  • Creating a Craving for Feedback
  • Focusing on Lifetime Customer Value
  • Talking to the Emotionality of Complaints
  • Turning Complaints into Customer Learning Opportunities
  • Taking Complaints Seriously
  • Eliminating Blame!
  • Expanding the Zone of Tolerance
  • When Corporate Customers Complain

 

Part V: Using Emotional Connections to Increase Customer Loyalty Loyalty Is a Behavior with Its Roots in Emotions

  • Emotional Drivers of Loyalty and Value
  • Listening to the Voices of Loyal Customers
  • Retaining Customers by Retaining Staff
  • Going for Impact: That's Where Emotions Reside
  • Communicating a Message of Fairness

 

Appendices

A. Emotions: Research Background

B. What Does Marketing Research Tell Us About Consumer Emotions?

C. The Elusive Link Between Customer Satisfaction and Customer Loyalty: A Summary of the Research

D. Complaint Handling: Where Does the Research Take Us?

E. 8-Step Gift Formula