Examining 10 Emotions, 8 Interactions, and Resulting Loyalty

Customer Experience Matters®

Any regular reader of this blog likely knows that emotion is a key topic for Temkin Group. We labelled 2016 as The Year of Emotion and operationalizing emotion is one of our 2017 CX trends.

As part of our push to drive more detailed discussions about emotion, we examined the emotions that consumers feel after specific interactions. It turns out that different interactions lead to a variety of emotions which have differing loyalty effects.

The chart below shows 10 emotions that 10,000 consumers selected to describe how they felt after completing eight interactions.

As you can see above:

  • Most interactions lead to positive emotions, as the four most prevalent emotions on our list are Happy, Excited, Relieved, and Confident.
  • Happy and Excited are the most common emotions.
  • Purchasing a new pair of shoes leads to the most frequent emotion, Happy.
  • Researching a health insurance plan doesn’t create any consistent emotional response, as…

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Want Loyal Customers? Start Talking About Their Emotions!

Customer Experience Matters®

Did you know that customers who feel adoring after an experience are more than 11 times as likely to buy more from a company than customers who feel angry? And customers who feel appreciative are more than 5 times as likely to trust a company than those who feel agitated?

That’s because how customers feel about an interaction has a significant impact on their loyalty to a company. So let’s talk about emotions.

Despite the importance of customer emotions, they are all too often neglected (or outright ignored) inside of companies. As a result of this negligence, consumers give their providers very low emotion scores in our Temkin Experience Ratings.

It’s time to start talking about emotions. To help spur this dialogue, we introduced a new vocabulary that we call the Five A’s of an Emotional Response.

1612_5asofemotionalresponse

Every time a customer interacts with you, they feel one of…

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38 Emotions You’ve Felt, But Couldn’t Explain


Optimizing the Patient and Family Experience by Mapping the Gaps in Efficiency Plus Empathy

Experience Innovation Network

2014 Duffy Headshot_FINAL 2 (3) M. Bridget Duffy, M.D. Chief Medical Officer Vocera Communications

In an era that challenges organizations to do more with fewer resources, patient experience is often an add-on for health systems. However, we can no longer solely focus on stripping out seven types of waste to reduce cost as a growing body of evidence points to the human experience as a key driver for better performance. It will be a strategic focus on efficiency plus empathy that will drive improvements in financial performance, market differentiation, patient engagement and loyalty, and clinical outcomes.

Healthcare is transformed when emotional needs of patients and families are identified and addressed, as confirmed by industry thought leaders who gathered at the recent CXO Roundtable to elevate the meaning of patient engagement. When we map the gaps in the human experience of care, patients and loved ones use consistent themes to describe why they had an exceptional…

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Introducing Mindfulness in Healthcare Organizations

Inspired by Daniel Goleman’s July 28, 2013 article “Introducing Mindfulness in Organizations,” I posted the following discussion question on several LinkedIn Groups: “…I am making an assumption that introducing mindfulness in hospitals and healthcare organizations is important and of interest. I do believe it is critically important for person-centered (staff, physician, leader and patient/family) care. Do you agree? If so, what are some effective ways of introducing mindfulness in healthcare?”

Immediately after posting the discussion question, I found a partial answer in Louise Altman’s July 25, 2013 blog “Mindfulness is a Whole Body Experience.” Altman writes:

Dr. Daniel Beal co-author of a Rice University study on emotional suppression in the workplace comments, ‘Our study shows that emotional suppression takes a toll on people. It takes energy to suppress emotions, so it’s not surprising that workers who must remain neutral are often more rundown or show greater levels of burnout. The more energy you spend controlling your emotions, the less energy you have to devote to tasks at hand.’

While there are many professions that require its workers to “remain neutral,” healthcare — with its added life-saving stresses and inherent risks — is a prime environment in which its workers are expected to remain emotionally neutral in the face of never-ending and complex demands.

Perhaps, one of the most basic and fundamental ways of introducing mindfulness in healthcare organizations is to highlight the benefits that mindfulness training and practice could have on its caregivers who experience constant stress and demands on and the emotional suppression and neutrality often required of them. Mindfulness and emotional intelligence are inextricably linked; therefore, it seems to me that introducing mindfulness in healthcare organizations would not only improve the caregiver experience but directly correlate to the patient and family experience as well.

I’d like to hear your thoughts on the subject:

While “I am making an assumption that introducing mindfulness in hospitals and healthcare organizations is important and of interest. I do believe it is critically important for person-centered (staff, physician, leader and patient/family) care. Do you agree? If so, what are some effective ways of introducing mindfulness in healthcare?”

Thanks for reading! I look forward to your comments and thoughts.

 


Emotional Connection Important for Healthcare

Jamie Dunham emphasizes in her blog “Marketing to Women: Emotional Connection Important for Healthcare” the role of emotions when consumers make decisions. rbb Public Relations revealed in a recent report that of all industries highlighted in their study, healthcare topped the list in which an emotional connection is most important to consumers.

Dunham refers to the importance of  “personal and proactive communication” but it is unclear in the study as to the role it plays in the emotional connection consumers feel to certain brands and companies. This would be a very interesting area of study, especially as we learn more and more about the role of emotions in optimizing healing healthcare.

The Lipstick Economy

For many business people, it is about facts and ROI.  We live in a rational world, but consumers make decisions based, in part, on emotional connection.

A new study shows that 85% of consumers say it is important or very important to them to do business with a company for which they have strong emotions, per survey results released in November 2012 by rbb Public Relations.  And the industry for which it is most important is healthcare.

Seventy-six percent (76%) of those responding feel that an emotional connection is very important with healthcare providers, more important than other industries.

Value is connected to that emotion – of the 2,000 adults surveyed, 83 percent are willing to spend more on a product or service if they feel a personal connection to the company. One fifth of respondents said they would pay 50 percent or more if they felt the…

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