On the importance of emotions in service management

Digitalization is constantly bringing new technologies to the market that influence business processes, customers, employees and services. "Managers are required to respond to the challenges and set the course," knows Martin Beims, managing partner of Aretas GmbH, a service-oriented management consultancy based in Aschaffenburg. "Elementary here is the design of appropriate conditions and processes for people, instead of forcing them into existing systems and solutions from the literature. To do this, those responsible must take one thing into account above all else: Emotions."

Emotionalize processes

Almost every company now has more or less consistently digitized processes, including in service management. Customers usually feel this only subliminally, but in the absence of digitization, poor data integration, communication problems and a lack of synchronization make themselves felt. To avoid this, the focus is on the client and fostering the feeling of being understood and being in safe hands. "We're talking about what we call the emotionalization of services," says Beims. "Every service and process subconsciously triggers positive or negative emotions that the brain stores and draws on when making future decisions." In other words, if the service experience was good, a customer feels more likely to order something or claim a service from the same company again than after a negative experience. Emotionalizing services and their sales channels therefore gives companies a competitive edge.

Focus on customer requirements

Emotions unconsciously influence people's actions. If companies meet the individual needs of customers, this increases their sense of well-being and satisfaction. This in turn then has an effect on decision-making. When designing processes, it is important to ensure that the customer is the focus: How does the customer want the process to work? "Especially with regard to complaints and disruptions, the importance of emotionalized processes is enormous and the impact of a lack of digitalization is noticeable. Here, it is important to really understand the needs of the customers and to consistently align the processes with them," explains the aretas managing director. Employees must deal with customers with understanding and work out solutions together with them. Only through this emotional bond can a basis of trust be built up, which is consolidated in the customer's brain so that he then seeks out the company's expertise again.

Involve employees

In all change processes, management must always involve employees right from the start. After all, feelings only come into play when everyone involved knows what modern requirements are and how they can respond to them. "In this context, it is essential for long-term motivation and thus the success of the service offering to find the right balance between individual wishes as well as ideas about the service process and, at the same time, corporate necessities. When dealing with customers, on the other hand, it is always best to act in the way you would like to be treated," explains Beims. A middle course is called for, always taking into account the goal of making the product or service a perfect fit for the customer. It is up to the employees to recognize the situation and act accordingly so that a customer relationship can develop. This bond that has been created must be strengthened as quickly as possible with the help of renewed positive experiences. "One thing is certain: For managers, there is no way around making processes as simple and understandable as possible for customers, because people won't buy products they don't understand," Beims sums up. This means that service has to inspire customers so that they will also use the products or services offered there the next time. This often makes other decision-making criteria, such as price, secondary.

Further information about aretas GmbH at www.aretas.de