Buying decisions and product recommendations are often deeply rooted in emotion – especially for products and services that are triggers of high emotion like major life events or stressful situations like airline travel, car and computer repair, home buying, car rentals etc.
Companies that can anticipate these emotional triggers and take proactive steps to address or mitigate them often find themselves at a clear advantage; distinguishing themselves from their competitors.
The HBR article, When the Customer is Stressed, highlights the factors that trigger high emotion to build awareness about things about our product or services that can be emotional triggers. The article then extends to offering tips of how companies can build on that awareness to positively influence expectations and perceptions of quality and value and help their customers adeptly navigate what may have been stressful situations
The factors that often trigger high emotion are those where there is:
- Lack of familiarity
- Lack of control over performance
- Major consequences if things go wrong
- Complexity – when the service or product is a black box, giving the provider a clear upper hand
- Long duration across series of events
One of the situations that I often find my emotions heightened are in my role as an Agile Coach Consultant. Contrary to what you may thing, it is not finding the gig, or preparing for a class, or presenting in front of a large group of people, or hoping my students / coachees arrive at those aha moments, or even getting paid. It is having to rent a car and drive the rental in a new city! And it is precisely because every one of these factors come into play.
Car rental companies have done little to soothe those emotions. I have experienced everything from the airport shuttle taking close to an hour to pick me, arriving at the desk to be offered all types of insurance options to reinforce my already raw nerves, having me inspect a car at 10:30 pm, realizing at 5:00 am that I did not know how to start a keyless car, scared into upgrading to a larger car because of weather conditions, charged $640.00 for a cracked fog light cover (one that I was pretty certain I did not damage), tossed from one department to another when trying to get clarification and answers. Some of my colleagues have shared even more horrifying stories of being stopped for driving a rental car that was reported stolen and another who was a nervous wreck after she had to run over a deer caracas right in the middle of the road to avoid hitting another car. Just typing this up has stressed me out.
Luckily for me I have now found Uber. My travel has since been a joyful experience!
For me, Uber has been able to address these high emotion factors. There are many other companies that do the same – like Zappos and Bellin Health (which is addressed in the article). The article identifies 4 steps that any organization can take to address the emotional needs of their customers – apply them and see what difference it can make for your organization.
Identifying the emotional triggers
Initial emotional triggers often arise right at the need for a service. This is a great opportunity to exceed customer’s expectations. Companies that under perform in this area can suffer greatly as it will only heighten the negative emotions of anger and fear.
These initial emotional triggers can be identified through surveys, focus groups, interviews, controlled experiments, experience mapping etc. to surface customer’s needs, concerns and hopes.
Offering videos or FAQs of what to expect can increase familiarity of a product and in some situations reduce complexity.
Uber has been able to identify those emotional triggers by empowering the customer with information like the estimated fare and how long before the car will arrive – offering a sense of ease to the customer before they make the decision of engaging with the service.
Responding early to intense emotions
Impressions left are often long lasting. Failure to recognize and quickly respond to these emotional states leave customers scared, frustrated, powerless and ignored. Venturing into the unknown is often a major source of anxiety.
Offering a personal touch and explaining what to expect at each stage can be incredibly soothing. Transparency and reassuring, frequent communication – not just through words but through body language, choice of words, tone of voice, appearance of staff members can have a huge long lasting impact.
Again, in my experience with Uber, offering me information about the name of the driver and the type of car I can expect, alleviates the nagging discomfort with the unknown. The other high emotion time is when having to make a payment – should I pay with cash or credit card, is my credit card information safe, how much tip should I offer? Why should I have to give a 25% or 30% tip for a service? The automatic credit card service for a pre-defined fare makes the transaction so smooth.
Enhancing Customer’s Control
Giving customers a greater sense of control offers them peace of mind. Providing customers with a direct contact they can reach to resolve or address an issue is one way to enhance that control. Using technology to keep the customers informed with real-time information and ready access to assistance offers peace of mind. Identifying service gaps – like avoiding a customer having to be on hold for 15 minutes or being passed from department to department and having to repeat the same information over and over again.
The real time visibility on when I can expect the car gives me the comfort of knowing that I will make it to my client on time or gives me the power to decide to call for a different car.
Hiring the right people and preparing them for their role
Depending on the type of product or service, this action can become critical. Emotionally charged people can be difficult, draining and downright miserable for the wrong type of employee. Employees must be able to cope with stress, be respectful of customers and help strengthen customer confidence.
When hiring people, it is important to hire for values and company fit – in other words, hire people that fit the company culture. Often for high emotion products and services, these people exhibit the qualities of Emotional Capacity (EQ), Resilience, Compassion, Honesty, Teamwork, and are excellent communicators.
When preparing people for their roles, it is important to teach the why behind the purpose of the organization, product or service, much more than the how. Helping them identify with the significance of what they do, encouraging learning as an ongoing process, rewarding desired behaviors, leveraging peer-to-peer learning, turning middle managers into teachers and coaches and often returning to the big picture go a long way in developing an organization where everyone is empowered to address their customers needs with greater grace and competence.
In the Uber model, I am not sure how much Uber trains and reinforces service among its drivers but empowering customers and drivers to rate each other and offer feedback goes a long way in reinforcing the best service.
Applying this learning to your organization and share how Anticipating Customer Emotions and taking appropriate action can be a winning strategy for your organization.