Science has shown that humans remember information better when their emotions are involved. As early as 1890, psychologist William James observed that emotions “leave a scar upon the cerebral tissue.” Since then, the number of studies on the connection between emotion and memory has skyrocketed. Only a small fraction of the business world, however, applies this widely accepted psychological concept to customer service programs. When a customer has an emotionally pleasing experience, it almost always goes to his or her long-term memory. Of course, the opposite is also true: an emotionally traumatic customer service experience won’t soon be forgotten. PeopleMetrics’ 2010 Most Engaged Customers study verified that service failures stick like glue in customers’ memories.
Posts Tagged ‘customer satisfaction surveys’
Take Advantage of the Fact that Customers Never Forget
Wednesday, January 12th, 2011What to Look For in Customer Engagement Feedback Tools
Monday, June 29th, 2009
When it comes to customer feedback, you’re an insider. You understand how important it is to gather your customers’ complaints, compliments, and queries. You know that such feedback is your treasure map to more fully engaged customers—and higher profits. Now that you’re ready to make customer feedback the principle driver of your business decisions, it’s important to pause and consider which tools you will use to gather that feedback. You have a multitude of options. Market research gurus tout everything from old school paper surveys to Twitter as methods for gathering customer feedback. In such a rich information market, it can be difficult to figure out what to look for.