The strength of brand loyalty begins with how your product makes people feel.
People are buying only one thing from you: the way the engagement (hiring you, working with you, dating you, using your product or service, learning from you) makes them feel.
It's not enough to create value, you have to interpret the value for your prospects and customers so that they can feel the value emotionally and empirically.
Selling is essentially a transfer of feelings.
Business, like life, is about how you make people feel. It's that simple, and it's that hard.
The only purpose of customer service is to change feelings.
I'm obsessed with the customer. I am the customer. I really don't think you can go wrong if you don't take your eye off of that. Serving the customer. How does she feel? I feel like the fashion industry has cared a lot about how we look but not about how we feel.
Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms. Perception is all there is!
