| Are you having trouble viewing this email? If so, click here to see it in a web browser. | | | | | | | | | | | | | MAY 6, 2010 | | Appeal to Your Customers' Emotions | | | The recession has created unprecedented consumer anxiety. Consumers don't trust companies to stay around or to do the right thing, especially financial services firms. This means you need to tap into your customers' emotional sides. First, understand what makes them anxious. That anxiety may be distrust of your product or concern over their families and communities. Then, craft a simple emotional message that directly addresses that concern. For example, at a time when many consumers feel financially unstable, one insurance company created a website that explains that because it is owned by its policyholders, it's more likely to keep its promises. | | | | | | Read the full blog post and join the discussion » | | | | | | | | RELATED PRODUCT |  | | | Manage Your Human Sigma | | | Harvard Business Review Article | | | If sales and service organizations are to improve, they must learn to measure and manage the quality of the employee-customer encounter. Quality improvement methodologies such as Six Sigma are extremely useful in manufacturing contexts, but they're less useful when it comes to human interactions. | | | | | | | | | | ADVERTISEMENT | | | |  | | | | | | | Follow the Tip: |  |  | | | | | | | BEST SELLERS | | | | | | | | PREVIOUS TIPS | | | | | | | | | | | | | | | | | | |  | Copyright © 2010 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved.
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