4 Steps for Making Your Business More Emotionally Intelligent

By: Elizabeth Clor

April 13, 2015

Tags:
Customer Engagement
customer experience management
Sentiment Analysis
Social Customer Care
Voice of the Customer

The following post originally appeared on CustomerThink on March 18, 2015.

In a series of predictions for 2015, Clarabridge CEO Sid Banerjee said that businesses will focus on emotional intelligence to better understand and respond to customers. Businesses that use emotional intelligence to drive strategy will develop lasting, positive, and profitable relationships with their customers. What does it take to become an emotionally intelligent business? These four steps are a good place to start.

1. Collect feedback at all stages of the customer journey.
To be emotionally intelligent about your customers, you need to understand the full journey that each customer encounters. For example, a customer who calls the contact center is likely to have tried several means of self support before picking up the phone. A customer who’s considering a purchase is likely to have researched products online, asked employees for suggestions, and perhaps written inquiries on communities and forums.

These interactions that customers are having with and about your business are numerous and varied, and occur over a span of time. As such, their sense of loyalty toward your brand is developed and maintained over time, across a variety of channels. Emotionally intelligent businesses collect feedback at all stages of the customer journey so that they can understand how customers perceive their brand holistically.

Many organizations operate in silos and tend to look at the customer experience from the various departments within their business. For example, your call center has their own set of processes for addressing customer inquiries, while your marketing department is focused on influencing their buying decisions.

Breaking down silos to fully understand what each customer segment experiences at each stage of the journey is a critical first step. To begin, collect feedback at each stage and from multiple channels.

Integrating social media, online reviews, call center recordings, and open-ended surveys offer a much more complete view of customer sentiment at every stage of the journey. Some customers may choose to contact your call center, while others might prefer social media. The businesses that we work with at Clarabridge often find that different channels paint very different pictures. Customer support feedback, triggered most often by customer problems and inquiries, for example, tends to be skew more negatively than other forms of customer feedback.

To read the rest of this post, please refer to CustomerThink.


Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.
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