Top of Heart Not Top of Mind? Sparking Delight Across Every Customer Experience
Joseph Michelli, Ph.D.
Professor of Service Excellence at Campbellsville University, New York Times #1 Bestselling Author, Certified Customer Experience (CX) Professional, CEO The Michelli Experience, CX Hall of Fame Inductee, Board Member
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As you probably know, TOMA (Top of Mind Awareness) is a key marketing metric. It is calculated by asking consumers to share which brand comes to mind first for a particular sector or niche (e.g., automotive or coffee).
I advocate for an alternative metric which I refer to as TOHE (Top of Heart Engagement). I calculate this by asking consumers which brand in this sector delights them most?
For me, delight should be our customer relationship objective since it changes brain chemistry and enhances the memorableness of service experiences. In research published in?Science,?Professor Wolfram Schultz found dopamine levels (a neurotransmitter that affects pleasure) increase when we experience a pleasant surprise - something he refers to as a “positive prediction error.”?
Let's capitalize on the power of a positive surprise by considering important distinctions and nuances between Customer Satisfaction vs. Customer Delight.
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For more on how to deliver delight, I hope you will consider reviewing my book
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To learn more about our team, please visit?josephmichelli.com. To speak to me about designing pleasure into experiences, please go to?josephmichelli.com/contact.
Performance Excellence coach and consultant helping leaders of small and mid-sized organizations break through the day-to-day firefighting and achieve the results they've always thought possible.
2 年Interesting insight into the brain science behind satisfaction being a rational process and delight being an emotional process.
?? Chief Growth Officer | Trusted Source | IT Solutions Provider
2 年Agree Joseph Michelli, Ph.D. as satisfying and delighting are different because satisfying seems to be static whence delightful is dynamic and continual in the mind it may seem. Carpe forte incredibili esse. Seize the chance to be extraordinary.
Chief Experience Officer at billquiseng.com. Award-winning Customer CARE Expert, Keynote Speaker, and Blogger
2 年Customers don't seek B2Bor B2C companies. They engage companies that are H2H. Human to Human. One to One. Customers don't care how big you are. They only care how big you care about them. You are happy because customers left satisfied. But that's not good enough. Satisfied customers feel service is good, not better, just average. Nobody raves about average. And satisfied customers will leave when they find something better or less expensive. So don't serve to satisfy customers. Serve to WOW them. Serve to care.
B2B sales expert who won many multi-million-dollar deals to the global adventure with connecting and interviewing over 1100 leaders in 80 countries in 3.5 years to demonstrate the power of curiosity & creativity.
2 年Subscribed. So excited to join and to learn from you Joseph. Thank you!