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« Getting Outside the Box | Main | Brand Positioning Ain't What It Used To Be »

May 27, 2004

Comments

JoAnna Brandi

Why do most companies I deal with seem oblivious to the connection between how they make me feel and my loyalty to them?

Great question. Most of the companies I deal with don't get it either. Why? Because we don't teach it. People are scared to death to really talk about feelings in business. In my presentations I call it the "F" word in business - a few of my clients are brave enough to address it and for them I have programs entitled "What's love got to do with it?" Only the courageous are willing to hear why companies don't get it. We must look at the models we operate from. There are essentially only two. Love and Fear. So many companies still operate from the fear model - the scarcity model. They don't teach people how to deal with emotions because they would rather people leave their emotions at home.

Companies that are based on a Love model open themselves to humanity - their employees and their customers, recognizing that as feeling, sensing, sentient beings we HAVE emotions. These courageous companies embrace the idea that we can deliberately create positive expereinces - consistently for ourselves and our customers. Bravo to those who do!

We teach people about the "F Factor" and how to use it to their advantage - those companies who do simply provide a superior customer experience because they know that the Customer Experience is the sum total of the FEELINGS that are evoked as a result of doing business with their company.

Simple, yet daunting for some.

JoAnna Brandi, Publisher, Customer Care Coach (R) www.customercarecoach.com

David Wolfe

JoAnna, you may be more right that even you know. Reflect on these two facts:

1. Specialists in adult development tell us that in the second half of life men become more nurturing and otherwise more fully express feminine values.
2. Women begin materially outnumbering men in the 40s, and at age 65 represent almost 60% of all people aged 65.

Given those two facts and the fact that people 40 and older -- the New Customer Majority -- now outnumber younger adults by 128 million to 85 million, it is inevitable that we will be more deeply influenced by love and other feminine values in business as the years roll on and the median age rises even higher as the years roll on.

The comments to this entry are closed.

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