3 min
It is important to strike a balance between automation and the human touch in customer service. We live in a world that is increasingly dependent on technology, but this fact only emphasizes the specific qualities of human communication, it does not replace them.
The connections between user experience and loyalty are clear. What are the real emotions that inspire loyalty? It is easy to provoke a reaction, but it is important that call center teams focus on the most valuable key emotions.
What Are The 5 Emotions That Inspire User Loyalty?
1) Surprise.
2) Familiarity.
3) Relief.
4) Gratitude.
5) Belonging.
On the one hand, these key emotions encourage users to return to their brand because they feel connected and enjoy the different types of interaction they have with it, including customer service and user experience.
On the other, retention is a central metric for the profit and growth of companies. According to Forrester, users are 5 times more loyal when they feel appreciated. Therefore, the emotions mentioned above can help organizations to make their users feel more valued:
1) Surprise
Surprise, as long as it is positive, is closely related to satisfaction. Agents should try to surprise the user with the responsiveness, speed, efficiency and personalization of excellent customer service.
In this sense, the surprise comes when an agent knows the user well enough to offer a personalized service, which is also reflected in the results. Although there is still much room for improvement for most companies when it comes to omnichannel customer service.
2) Familiarity
Despite all the recent advances in communication technology, such as chatbots and artificial intelligence (AI), more than half of today’s digital users still want to interact with a human instead of a machine. Chatbots are excellent for top-level answers and frequently asked questions, but they still can’t replicate the human touch and spontaneity inherent in interpersonal communications.
Users want to be well treated and develop relationships with brands. The combination of a level of personalization with the agility of social networks will result in user satisfaction.
3) Relief
When things go wrong, the user wants to feel better, regardless of their anger level. Feeling that it is in the hands of someone who knows what he is doing and wants to help is key. How to make it happen? It is useful to know if customer service agents are naturally empathic. It is also a training problem.
Customer service agents in social networks must have some freedom to respond to emotional and conversation signals.
4) Gratitude
When you offer surprise, familiarity and relief, call centers generate very happy users. The longer positive emotions are inspired, the more grateful users will feel and the more loyal they will be.
And gratitude feels better when it is mutual, so making sure to instill in the agents a sense of gratitude for the roles they play is important. Agents should be inspired so that users feel grateful and should be given the freedom to do so, providing them with the tools that work best.
5) Belonging
By maintaining an active presence in social networks and giving quick answers, you can start building a community of committed users. Then, as an excellent customer service is offered tailored to each user, when they need help or when things go wrong, they will really feel members of that community.
In conclusion, each interaction between a user and a brand is an opportunity, a moment in time-shared between two people. Having the right tools allows customer service agents to know more about the user on the other side of the interaction.
Call center software must use the advantages of technology to allow agents to do what they are really good at: being naturally human.
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