Softer Side of Customer Service

It should come as no surprise that consumers make the bulk of their purchasing decisions based on emotion vs. any kind of rational calculation—and more emotionally engaged customers will probably recommend a company, product or service more often. This doesn’t necessarily mean you have to pull at the heart strings through your marketing (although it wouldn’t hurt), but rather identify impactful ways to make meaningful connections. And small businesses have the size and agility to do this well.

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