Image by Arek Socha from Pixabay


Despite all the emphasis on speed in customer service, it’s not the salient factor in sales — attracting and keeping customers happy.

The power of emotion is most important.

So, the key is to understand emotions of customers in both B2C and B2B.

Understanding consumer emotions is the catalyst for an exemplary customer experience for higher revenue – attracting new customers via enhanced centers of influence (people who influence others to buy from you social media and word-of-mouth) – and repeat business from customer loyalty.

Too many companies rely solely on slashing prices and promotional gimmicks instead of effective branding and providing value to connect on an emotional level.

Customers want to be treated well and they want problems with your company solved quickly.

Guiding principles for exemplary customer service:

  • Respect
  • Simplicity
  • Solutions
  • Responsibility

Your business strategy will result in success if you meet and exceed their expectations.

This highlights the importance of focusing on emotional intelligence from human resources training for your employees – in order to understand human nature to recognize customer emotions and respond in an effective and professional manner.

Eliminate irritating behaviors

Customers are frustrated when they encounter abrupt, unhelpful behavior.

Customers hate hearing the words “no” or “but.”

Their eyes glaze over in their responses to the phrases “Our policy is…” and “I don’t know.”

Online reviews and social media

If customers are unhappy, they’ll go on a crusade – they complain to a minimum of 10 people at every turn and they post negative reviews online.

But most customers  won’t take the time and effort to inform you personally of their discontent, and they merely shop at a competitor after just one bad experience.

Formerly loyal, repeat customers will give up any thought of doing business with you again after five unfortunate experiences.


Even if you must tell customers what they don’t want to hear, there are positive ways to do it.

Customers want to feel appreciated. They’ll go elsewhere 70 percent of the time because they feel taken for granted.

From the Coach’s Corner, additional tips:

The 7 Steps to Higher Sales — Secrets for sales success – seven steps to higher sales, five value perceptions that motivate customers to buy, and the three-step process for overcoming sales objections.

Want More Business? Build Trust with Consumers…Here’s How— With consumers trying to cope with information overload – you will increase sales with long-term customer loyalty – if you build trust by using best practices. It may be an obvious approach, but it’s confirmed by a 2012 study that shows 84 percent of the respondents declared trust must be warranted before they buy.

Your Supply Chain Can Meet the Expected Standards of Customers, If…— A company that fails to meet customer expectations on store inventory and delivery has problems in supply chain management. Such a company minimizes its profits. Worse, it’s a red flag about competitiveness and long-term sustainability.

Profits: Size Doesn’t Matter but Image, Professionalism Count — Appearances and professionalism can make your small business seem huge. If you look as though you’re substantial and that you can handle anything thrown your way – your odds for success improve dramatically.

The reason a dog has so many friends is that he wags his tail instead of his tongue.


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.