Simon Wakeman - marketing, public relations and digital communications

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It’s been emotional

Wednesday, September 13th, 2006 at 6:48 am

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Designing customer processes to trigger desired emotional reactions is a key way of differentiating your product or service from its competitors. This is particularly true online where the differentiator of personal service doesn’t come into play.

Since I worked with leading UK internet bank Egg I’ve always been aware of the role of customer emotions in their overall experience. We undertook a significant piece of work to redesign the customer experience that people received when they first became an Egg customer. As a part of this we actively created emotional touchpoints where we sought to form an emotional bond with the customer.

Chris Lawer has a great post about measuring emotion in customer experience. He explains several techniques for how you can measure emotions, and gives examples of how each tool is used in practice.

Chris also highlights First Direct - a UK telephone bank - as an example of a company actively seeking to manage emotional responses in their dealings with customers.

At Egg I always cited First Direct as being a leader in financial services customer experience. On a personal level I bank with First Direct, and my personal experience is that their service is outstanding.

Their people deliver outstanding personal service in every transaction. While recruiting the right people is an important factor in achieving this, there are undoubtedly some pretty good customer experience tools being used as well to deliver such a consistently high standard of experience.

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Simon Wakeman

I've been on the web since 2001 and have been blogging about marketing and public relations since January 2006.

I'm currently Head of Marketing at Medway Council as well as a freelance marketing and PR consultant.

The content and opinions expressed on this website are not endorsed by nor reflect the views of any company or organisation I work with.

Simon’s core strengths were around being insight led, marketing and experience planning, and successful delivery. Simon led the ‘paperless credit card agreement’ strategy and agreed a solution which met the needs of all the stakeholders…the 1st solution of it’s kind at the time in the UK market and widely adopted by the industry since. Mike Beddington, Egg

…I was very impressed with the forward thinking and attention to detail Simon displayed…he thinks projects through carefully but quickly and has a good rapport with a wide range of people, from senior politicians and officers through to colleagues and his own staff. Malcolm Triggs, Go4 Marketing and Public Relations

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