NACCM 2009: Saving Customer Ryan: The Power of Emotional Brand Equity

Saving Customer Ryan: The Power of Emotional Brand Equity
Dan Hill, Author, Emotionomics

Dan decided to figure out how to bring emotions into business. Brain science breakthroughs have changed and we have always been, “I feel, therefore I am.” And this is now shown through brain science. We are Homer Simpson, we think and act with our emotions.

We have a 3-part brain. Sensory, emotional, rational brain. We are sensory and emotional decision makers. Loyalty is a feeling.

How do we judge what people think compared to:
Facial expressions – 55%
Tone of Voice – 38%
Words Being said – 7%

Pitch, rate, range, articulation can give you a sense of how people are feeling over the phone. A person who is born blind has the same emotions as someone who is not. There is a part of the brain devoted to reading people faces, and it’s 8x as powerful as the one which reads objects.

In a commercial for Best Buy, eye tracking goes to the face of a person for females. Everyone is looking at faces, and the logos are in the background, but that’s the story. People Magazine will always survive because of the fact that they can continue showing the faces.

Facial Coding: It’s universal. It’s worldwide, culture through. The face is the only place in the body where the muscles attach to the skin. Dan Hill has shared his views on televistion and judged facial expressions of individuals involved with presidential races, on ESPN and ARod, when playing poker.

Our core emotions are happiness, surprise, anger, disgust, contempt, Sadness, fear, and deceit. We have two smiles, which are the true smile and tbe social smile.

Gauge personality properly by using the Big 5: Extraversion, agreeableness, conscientiousness, openness, neuroticism

Openness – exploratory and not afraid
Conscientiousness- detail oriented, responsible
Extroverted – Aggressive, friendly, funny,
Agreeableness – warmth, kindness
Neuroticism – adaptability, equanimity, maturity

When you’re in a short meeting, you can only pick up on conscientiousness and neuroticism.

Summary:
1)Hire and train the right people. We all read other peoples faces.
2) Better survey question.
Like: What makes you stay with us? Or What do we do to help you the most?
3) Customer service as offer, it should nto be the afterthought. It’s huge and the heart and center of business.

If you can create a sensory service with customer service, you can then leverage your relationships.

Make customer service a good romantic dance, continually court them show them the equity of your brand.