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Maya Angelou once said “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This is true in life and it is true in business. Connecting with people on an emotional, personal level has always been the best way to win customers, keep customers and convert customers into raving fans. But business gurus keep looking for a new approach to customer service.
In the 1980s and 90s, the focus was on customer care… showing customers how much they were valued and appreciated. Think giveaways and concierge service. By the 2000s, the focus shifted to customer engagement… finding new ways to connect and dialogue with customers in order to give them what they want. Think blogs, email, live chat, mobile apps, and call-me-now. And in the last decade, as companies gained a better understanding of the connection between brand identity and customer relationships, businesses sought to achieve customer entanglement… a mix of connection, trust and brand love. Think corporate responsibility, social impact, social messaging, and a sense of kinship. Continue reading →