Emotional Value: Creating Strong Bonds with Your Customers (Hardcover)

Foreword
Preface
Acknowledgments
Introduction: Adding Emotional Value to Your Customers’ Experience

Part I: Building an Emotion-Friendly Service Culture
1 The Customer Is Always Emotional
2 Managing Emotions Begins with Me
3 Positive Emotional States Are an Asset
Assessing Your Organization’s Emotion-Friendly Service Culture

Part II: Choosing Emotional Competence
4 Emotional Labor or Emotional Competence?
5 Managing for Emotional Authenticity
Assessing Your Organization’s Service Philosophy

Part III: Maximizing Customer Experiences with Empathy
6 Satisfaction Isn’t Good Enough—Anymore
7 The Challenge in Measuring Customer Emotions
8 The Gift of Empathy
Assessing Your Organization’s Empathy

Part IV: Viewing Complaints as Emotional Opportunities
9 Complaints: Emotional Opportunities
10 Fundamentals of Complaints
11 Strategies for Handling Complaints
Assessing Your Organization’s Complaint Friendliness

Part V: Using Emotional Connections to Increase Customer Loyalty
12 Loyalty Is a Behavior with Its Roots in Emotions
13 Strategies for Retaining Customers
Assessing Your Organization’s Focus on Customer Retention
14 Final Thoughts

Appendices
A Emotions: Research Background
B What Does Marketing Research Tell Us about Consumer Emotions?
C The Elusive Link between Customer Satisfaction and Customer Loyalty: A Summary of the Research
D Complaint Handling: Where Does the Latest Research Take Us?
E Eight-Step Gift Formula
Notes
Index
About the Authors