INTRODUCTIONADDING EMOTIONAL VALUE TO YOUR CUSTOMERS’ EXPERIENCE
Janelle’s dentist recently moved to another town some distance from her home. Nonetheless, she travels to see him because of how she emotionally feels under his care. His rates are higher, and she has to drive almost fifteen miles farther to his office. Does the emotional connection that Janelle feels to her dentist and his assistants contribute to his bottom line? It is difficult, if not impossible, to exactly measure the monetary worth of emotional value, but it is definitely part of what service providers and organizations offer—and it is one of the largest drivers of customer loyalty. The ability to retain customers and sell more to them is, according to many business experts, ...
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