These Hot Trends in Customer Experience Make Companies Seem More Human

By: Sid Banerjee

March 20, 2015

This post originally appeared on Marketing Profs on March 19, 2015.

Customer experience is becoming a huge focus across industries, and technology is playing a starring role in its evolution.

Technology is making everything more computerized and automated; nevertheless, customers are feeling more and more that businesses are listening to their individual wants and needs.

Why? Let’s take a look at some hot trends in customer service.

1. Businesses are focusing on emotional intelligence to better understand and respond to customers

Put simply, emotional intelligence is the ability to relate and empathize with others, ultimately enabling positive interactions. That is not a new concept in business, as the business worldwide adopted Daniel Goleman’s 1995 book, Emotional Intelligence. In fact, Goleman’s principles are still the cornerstone of leadership courses around the world, and 20 years later, businesses as a whole (not just the leaders within them) are finally embracing emotional intelligence.

So, what does it take to be an emotionally intelligent business?


Businesses need to demonstrate that they listen to their customers and understand customers’ wants and needs.

On a one-to-one level, social media interactions are extremely powerful for displaying that personal touch. For example, even a customer who complains about an experience on a business’s Facebook page presents an opportunity for a personalized, empathetic response that is publicly available for anyone to see.

On a one-to-many level, businesses can aggregate customer feedback data to detect common sentiments and make large-scale improvements. Businesses that demonstrate emotional intelligence will more easily win new customers, increase loyalty, and ultimately gain market share.

New technologies have driven this shift because they allow businesses to interpret customer needs and wants in meaningful, actionable ways.

An emotionally intelligent business will collect customer feedback at all stages of this journey… and not just in the form of structured surveys. Call-center recordings, online reviews, open-ended surveys, and social media provide businesses with a complete view of customer sentiment at every stage of the journey.

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