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Guest Blogger: John DiJulius, CRO of The DiJulius Group

Last year, the United States saw an unprecedented 10.1 million job openings, while a staggering 11.5 million workers quit in the second quarter of 2021. Globally, 41% of the workforce is contemplating leaving their current employers within the next year, with 54% of Gen Z considering a similar move. When is the optimal moment to invest in enhancing your customer experience? Ideally, it would have been eighteen months ago, but the next best time is now. The time has come to transform your organization’s customer experience into your most potent competitive advantage.Building-Emotional-Connections-in-the-Digital-Age

In today’s digital landscape, your company can be perceived as a disposable expense or an indispensable entity that customers can’t imagine living without. To become the latter, your focus must be on establishing profound emotional connections in every customer interaction. Here are seven strategies for cultivating emotional bonds with your customers:

Embrace the Micro-Moments:

Rather than solely relying on outcomes, prioritize the small moments of customer engagement. Consistently delivering on these micro-moments, whether a phone call, email, check-in, or support request, is the key to customer loyalty. Did your employees exhibit knowledge, empathy, patience, enthusiasm for their work, ease of interaction, and a commitment to making things right?

Tackle the Relationship Deficit:

While technology has simplified our lives, it has also eroded the essence of human connections. Digital communication often lacks the human touch, resulting in sterile transactions and a dearth of emotional ties. The COVID-19 pandemic highlighted our innate need for human connection, and businesses that foster emotional bonds are poised for success.

Combat Empathy Fatigue:

Empathy fatigue can afflict industries dealing with emotionally distressed customers. However, in today’s high-stress world, all businesses must contend with customers under duress. Leaders should help employees recharge, feel appreciated, and understand their vital role in customers’ lives to prevent burnout.

Evoke Emotions:

The most powerful customer service revolves around providing a positive emotional escape during every interaction. Your aim should be to create compelling and engaging emotional connections that customers leave with tangible feelings. Today’s customers are driven by emotions and feelings, which often transcend words and manifest unconsciously.

Discover Conversation Gifts:

Every conversation holds a gift; you need to find it. Focusing on FORD (family, occupation, recreation, and dreams) during conversations, particularly in virtual settings, is crucial. This approach helps uncover conversation gifts, both professionally and personally. Integrating FORD fields into your CRM system can be valuable for gathering customer intelligence.

Leverage Relationship Hacks:

Small investments in relationships can yield significant returns. Consider using video texts instead of traditional texts to enhance personal connections. The impact of a video message can be remarkable, particularly for commemorating milestones like employee anniversaries. Ask yourself if a video message might convey your message more effectively before sending a text.

Rationalize a Relationship Tax:

Imagine implementing a non-negotiable 5% “relationship tax” on every customer. Challenge your employees to contemplate how they can ensure customers embrace this tax. Often, their solutions will involve simple gestures they should have been doing all along. Even without charging, justifying the relationship tax can make your brand irreplaceable in customers’ lives.

By training your employees to foster emotional connections in every customer interaction, you can transform your brand into one that customers cannot live without. Organizations that recognize the importance of the human touch, particularly in delivering exceptional customer experiences, will thrive in today’s digital age.


John DiJulius, renowned author of five customer service books, is the Chief Revolution Officer of The DiJulius Group, collaborating with some of the world’s leading brands to enhance customer and employee experiences.