“Consumers are statistics. Customers are people.”
Customers come in a wide variety of shapes and sizes, and they bring an equally wide variety of wants, needs, expectations, attitudes, and emotions with them to the service transaction. Consequently, customers want to be treated as individuals. No one likes to be treated like a number by a service worker responding like a machine. Recognizing your customers’ emotional states helps you figure out the best way to effectively and professionally serve them.
Consider how you might treat these two customers if you were the banquet manager for a fancy hotel:
• Tom Timid walks into the catering office looking nervous and tense. He is planning ...