Trends Report

Rethink Customer Service To Build Emotional Engagement

Strategies For Building Customer Loyalty With Empathy And Human Interactions

May 22nd, 2017
With contributors:
Kate Leggett , Travis Wu , Ryan Hart , Michael Barnes , Ivory Chen , Bill Nagel


Service organizations aiming only to appeal to the rational side of customers' needs will have an increasingly difficult time maintaining loyalty. Companies with a reputation for great service forge strong emotional bonds with their customers, which ultimately feeds brand advocacy. This report investigates why many companies fail to deliver superior customer service and shows customer experience (CX) professionals in service organizations that aim to become customer-obsessed how focusing on empathy and emotions can create sustainable competitive advantage.

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