Emotional Value

by BARLOW, JANELLEMAUL, DIANNA

• ISBN13: 9781576750797
• ISBN10: 1576750795
• Format: Hardcover
• Copyright: 2000-04-17
• Publisher: Berrett-Koehler Publishers

Summary

Society is rapidly moving from a service economy to an experience economy. As a result, today's more sophisticated consumers not only demand services and products that are of the highest quality; they also want positive, emotionally satisfying experiences. The companies and institutions that learn how to add emotional value to their customers' experiences will leave their competitors behind.This book details a practice for adding emotional value to customers' experiences and to those of staff. The practices show that by understanding the critical role emotions play in creating customer experiences, organizations can take their service to new levels.

Author Biography

Janelle Barlow, Ph.D., is president of TMI, USA, a partner with Time Manager International, a Denmark-based multinational training and consulting group. Her keen sense of diverse ideas and approaches to management has been shaped by working extensively in Asia for the past fifteen years.
Janelle speaks on the subjects of customer service, complaint handling, strategic planning, stress management, and creativity. Her decades of moving audiences to implement behavioral changes have ignited her passion to look at the emotional demands that the shift to an experience economy will have on customer service. A member of the National Speaker’s Association, she has earned the designation of Certified Speaking Professional.
Dianna Maul is vice president of marketing for TMI, USA, and man- ages TMI’s Pacific Northwest office. Dianna’s ability to assist clients in implementing practical solutions to customer service needs is the result of over twenty years of operational experience. Dianna gained her footing in customer service working with Nordstrom and studying with W. Edwards Deming and Disney University. A founding director of Emotional Value
Horizon Airlines, widely regarded for its outstanding customer service, Dianna conceptualized and directed the Horizon Air Training Academy in her role as vice president of customer service.
Dianna is coauthor of “Maintaining Superior Customer Service during Periods of Peak Demand” in Best Practices in Customer Service, edited by Ron Zemke and John Woods. Dianna has honed her emotional abilities managing a full-time career while raising five children, including a set of triplets.

Table of Contents

Foreword	vii
Preface	xi
Acknowledgments	xvii
Introduction: Adding Emotional Value to Your Customers' Experience	1	(14)
Part I: Building an Emotion-Friendly Service Culture
The Customer Is Always Emotional	15	(18)
Managing Emotions Begins with Me	33	(14)
Positive Emotional States Are an Asset	47	(16)
Assessing Your Organization's Emotion-Friendly Service Culture	58	(5)
Part II: Choosing Emotional Competence
Emotional Labor or Emotional Competence?	63	(20)
Managing for Emotional Authenticity	83	(28)
Assessing Your Organization's Service Philosophy	108	(3)
Part III: Maximizing Customer Experiences with Empathy
Satisfaction Isn't Good Enough---Anymore	111	(10)
The Challenge in Measuring Customer Emotions	121	(12)
The Gift of Empathy	133	(34)
Assessing Your Organization's Empathy	163	(4)
Part IV: Viewing Complaints as Emotional Opportunities
Complaints: Emotional Opportunities	167	(6)
Fundamentals of Complaints	173	(6)
Strategies for Handling Complaints	179	(32)
Assessing Your Organization's Complaint Friendliness	208	(3)
Part V: Using Emotional Connections to Increase Customer Loyalty
Loyalty Is a Behavior with Its Roots in Emotions	211	(12)
Strategies for Retaining Customers	223	(22)
Assessing Your Organization's Focus on Customer Retention	244	(1)
Final Thoughts	245	(20)
Appendices
A Emotions: Research Background	247	(4)
B What Does Marketing Research Tell Us about Consumer Emotions?	251	(4)
C The Elusive Link between Customer Satisfaction and Customer Loyalty: A Summary of the Research	255	(4)
D Complaint Handling: Where Does the Latest Research Take Us?	259	(4)
E Eight-Step Gift Formula	263	(2)
Notes	265	(30)
Index	295	(14)
About the Authors	309