Most companies work on the premise that efficiency and good value for money are what really matters to consumers, but a memorable, emotional experience can make a profound impression too, writes Stefan Thomke for MIT Sloan Management Review.
There’s a trend towards designing customer experience to give an enduring positive connection when people purchase products or services. But, says Thomke, these often lack the magical element of emotion.
A professor of business administration at Harvard Business School, he has heard students relate tales of employees who go the extra mile for customers. They describe their most memorable customer experiences with reports of surprise, delight, happiness, relief and empathy, rather than the expected factors of value, extra features and added efficiency.