The growing base of research shows a powerful and well-defined link between the emotional intelligence of your customer service people and the retention of your customers.

One thing to remember is that your customers buy emotionally and defend it logically. Your customers are emotional beings who want to be successful, and they have an emotional dependence upon you. Emotional dependence is their psychological commitment to your company, and that is true loyalty.

Whatever kind of organisation you run; a primary measure of success will be the way your customers perceive you.

Perception is powerful. Let me explain. Perception of your company is either as ‘supplier’ or as a ‘contributor to their success’. You are either making measurable contributions to their top, middle and bottom lines or you are not. It is easy to cancel a ‘supplier’ but difficult to cancel a company who makes a distinct positive contribution.

If you have people with low developed emotional intelligence who are at the forefront of customer service, you ensure you help your customers create a distance between them and your organisation and they will seek a relationship that will give them that emotional connection and dependence they so need and desire.

Your organisation’s ability to retain customers requires far more than customer satisfaction because a satisfied customer is not always a loyal customer. Emotional intelligence is at the core of relationships, and a sales maxim is that “relationships are everything.” Just how much do relationship factors affect sales and the customer’s perception of your organisation? And what internal skills do your people need to create customer delight? 

Explore Marcus’s emotional intelligence programs here