Part 1
The article attests the importance of understanding customer emotions to the growth of a firm. Customers are the life of any firm and developing a healthy relationship with them goes a long way in promoting the success of the firm. Connecting with customer emotions is of great advantage to companies. Customer feel appreciated, resulting in a buildup of a healthy relationship between an enterprise and its clients. Companies should view this kind of connection as science and strategy for building their customer network. However, in most cases, building these connections is more of guesswork than science. At the end of the day, they have only a little idea of what is really best for them and whether their efforts bear the desired outcomes. Research has shown that customers’ behaviors are driven by their feelings, something known as emotional motivators. The emotions are a good measure of customers’ future value to a firm. Understanding customer emotions is an important new source of growth and profitability (Magids et al., 2015).
Part 2
The article helps the companies to identify opportunities. This is because the identification of the most powerful emotional motivators for a given customer segment, marketing, and other strategies can be designed by the companies, giving them a new source of a competitive edge and growth.
Additionally, feel that the authors could have gone ahead to providing indicators of positive customer emotions so as to help companies assess their customers and take appropriate actions.
An important point that I found very useful in my company is focusing on the maximization of opportunities from emotional connection, which will result from the examination of all functions and customer touch points. To get started, it is important to assess the existing market research and data on customer insight. The assessment will help me understand the nature of my customers and how I can make them bring me more of their friends to my business. This should be followed by an analysis of the best customers who can buy and advocate the most out of their loyalty to my brand. This should boost my organization’s commitment to emotional connection, which is an important aspect for growth (Magids et al., 2015).
The information on the article is in agreement with the observations I have made on customers. Satisfied customers will always come back and in most cases bring their friends along, thus building customer loyalty, which does not easy to generate, but it must be cultivated. The science of customer emotions is, therefore, an important factor that management should understand and find ways of improving their relationship with customers, as articulated in the article. I would recommend the article to business managers who are the major decision-makers and policy implementers.
References
Magids, Scott, Alan Zorfas, & Daniel Leemon (2015, November). The New Science of Customer Emotions. hbr.org.Retrieved Jan 28, 2016, from https://hbr.org/2015/11/the-new-science-of-customer-emotions
