Mar 13, 2021
Ep 178 5 Rules for Making Customers Feel
‘Cared For’ and ‘Valued’
A lot of the behavioral sciences can feel
intimidating. However, it doesn’t have to be. The Five Rules
Podcast Series is our attempt at giving you an easy entry point
into the complex and messy world of Behavioral Science.
We know that the most significant influence on a
Customer Experience outcome is how a customer feels about it, for
good or ill. Therefore, it is essential that you are deliberate
about which specific emotion you evoke (for example, we want more
good than ill). In my experience the best emotion for facilitating
customer-driven growth is making customers feel “Cared For” and
In this episode we share the five rules for Making
Customers Feel Cared For and Valued. These five rules will help you
deliver a Customer Experience that delivers the customer-driven
growth you want and need for your bottom line.
Key Ideas to Improve your Customer
Here are the 5 Rules for Making Customers Feel Cared
For and Valued:
- Define which emotions drive value.
My experience dictates that many organizations need customers to
feel Cared For and Valued, but that might be different for you.
Customer research will tell you for sure.
- Define the action that you need to
take. Once you know what emotion you want customers to
feel, you should determine what little things you can do all along
the Customer Experience to evoke that specific emotion. We usually
do that by reflection on our personal experiences when someone made
us feel that way.
- Design that into your Customer
Experience. Now that you know what makes people feel the
way you want them to, you design those moments into the experience
where you can.
- Train your people on how to evoke these
It is critical that you teach people how to carry out these actions
appropriately. Some people know naturally; many people don’t.
However, with a little training, many people can learn how to do it
- Measure your results. As in all things
Customer Experience, it is paramount that you measure how your
changes have yielded value to the bottom line.
Here are some highlights of the discussion:
- 01:53 Colin explains why
Valued and Cared For are such important emotions regarding Customer
- 05:42 Colin uses Ryan’s
life experiences to demonstrate how you find the specific actions
that evoke emotions for people by examining your own.
- 11:49 Colin shares how
getting members of the team involved in the second rule activity
helps solidify the concept throughout the organization.
- 15:52 Colin shares
thoughts about why traditional Journey Mapping falls short for many
- 18:33 Colin reflects on
his personal experience to demonstrate how you train teams to
recognize customer emotions.
- 25:28 We summarize the
five rules and share our final thoughts on customer emotions in an
Please tell us how we are
doing! Complete this short