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Odds are, you know how to think about your business in terms of operational efficiency, profitability margin and strategic planning. You know the structure needed to serve your customers, the number of employees needed to complete the tasks required, and the operating budget to get everything done. All that knowledge and thinking with your head has taken you a long way, but there is still something missing.
Build an emotional connection with your customers
Harvard Business School professor Gerald Zaltman says that 95 percent of our buying decisions are made subconsciously. We buy based on an underlying emotional response and then try to justify that purchase using logic. This implies that practical considerations such as price, performance and quality are second only to customer experience. A heart-based model of customer focus would suggest that asking about customers’ needs and wants will make their experience a special, more memorable one.
According to HubSpot research, 68 percent of consumers say they are willing to pay more for products and services from a brand that is known to provide a fundamentally good customer service experience, and 93 percent of customers say they are excellent customers. There is a possibility of making repeat purchases with the companies providing the service. , Based on this, it is clear that an emotional connection with the customer leads to a healthy bottom line.
Build an emotional connection with your employees
When we think about taking care of our employees, we consider providing quality benefits, competitive pay and a safe work environment. No doubt these are important needs, yet they are the provisions of a proper workplace, not to be confused with benefits that meet the emotional needs of an employee.
Functional and tangible results such as more dedicated employees, better retention, a more positive work environment, and fewer sick days all result from work environments where employees feel better cared for by their employers. Employers can foster these feelings by providing their employees with more meaningful work, allowing more autonomy and responsibility, encouraging work-life balance, and celebrating personal achievements.
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Committed to making the world better
Companies often build their reputations based on service quality and product quality, but we all know companies that have little to no work environments or lack a commitment to ecological sustainability. These companies, no matter how good their product, will eventually suffer from bad public opinion. Companies with a commitment to making the world better often flourish, sometimes based entirely on that.
A company doesn’t need to solve world hunger to contribute to a better world. It just requires committing to being influential in a positive and relatable way. Companies can accomplish this by supporting local causes, hiring or outsourcing locally, being environmentally responsible, practicing diversity and inclusion, and demonstrating a heart behind the corporate veil.
In a Forbes.com survey, two-thirds of employees who responded said they neglected to report workplace issues to Human Resources because they didn’t think the issue would be fixed, while 49 percent responded with retaliation. Have neglected to report the issues out of fear. , Obviously, this leads to higher employee turnover, longer-term difficulties in training and productivity, and erosion of the bottom line.
In the lifetime of most companies, there are significant peaks of prosperity and valleys of challenges. A company that embraces both internal and external periods with an equal level of integrity and clarity, shares its financial success with its employees, and owns up to its mistakes, is a company that has happy employees, warm public There will be welcome, more long-term employees who will rely on the company to make decisions that will help them thrive.
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