A recent study on easing anxiety for stressed-out customers looked at “high-emotion services” (the purchase of a new home or car, computer repair or airline travel, for example) that elicit intense feelings even before the product is purchased or the service begins. The problem the researchers found? These types of companies often fail to sufficiently address emotional triggers in their business models.
Certain product and service providers, it seems, make enduring impressions on distressed customers. If you’re such a provider and you can’t adequately respond to those buyers’ concerns and feelings, your customers will remember (and share) that your service left them feeling overwhelmed, helpless, neglected or, even worse, frightened. Those notions don’t exactly add up to top customer satisfaction scores.
So, what can you do?