The term Emotional intelligence (EI), also sometimes called “emotional quotient” (EQ) was first defined in the 1980s. It refers to a person’s ability to understand both their emotions and the emotions of others – and to navigate emotionally charged situations by using proper communication, empathizing with another person’s point of view, defusing conflict, and more.

Since the concept was first defined, it has become a bit of a buzzword in the world of business – but it’s more than just a trendy term. In fact, we’d say that EI is one of the most important parts of offering a great customer experience (CX). Why is emotional intelligence so important for a great customer experience? We will discuss further throughout this blog!

By The Numbers – Understanding The Power Of Emotional Intelligence In CX

Focusing on EI helps you build trust and loyalty with your customers at every touchpoint – from pre-sale inquiries to the buying process and post-sales support, too. Want proof? Here are just a few stats we’ve found that help show the value of emotional intelligence in CX.

• According to stats gathered by CMSWire, 86% of customers say that companies are “only as good as their service,” and 77% say they would switch providers after “five or fewer” negative interactions with a customer service team.

• Survey Data from PwC is even more striking, with their survey finding that 1 in 3 customers will leave a brand after a single negative experience, with this rate rising to 92% after “two or three” bad interactions. 

• Harvard Business Review noted that “fully connected” customers who are very satisfied with your brand are up to 52% more valuable than those who don’t feel fully connected to your brand – and 70% more valuable than those who don’t feel any kind of brand connection.

• Feedbackly found that customers who experience positive emotions during customer service interactions are 40% more likely to make a purchase.

• Comarch says that 75% of Fortune 500 companies are integrating emotional intelligence training into their employee training programs.

When customers feel valued, appreciated, and listened to, they trust your brand more – and may even turn into loyal brand advocates. So if you’re not already using an EI-focused approach to training your customer support reps, you should. But what does this look like in real life? We're glad you asked!

5 Tips For Integrating Emotional Intelligence Into Your Customer Experience

Now that you understand the basics of EI and why it matters, let’s move into some concrete examples of how you can provide a more emotionally intelligent customer service experience.

1. Always start by empathizing with the customer – Whenever a customer contacts your team with an issue, make sure that your reps empathize with their situation. Even saying something as simple as “I’m sorry, I realize how frustrating this situation must be. I’m here to help!” can defuse tensions, help reduce conflict, and set the stage for a better customer experience.

2. Track all customer interactions properly – If you want your team to provide great service, it’s important to arm them with data and information about your customers. For example, using a CRM program to track each customer’s history of interactions – social media messages, emails, previous phone calls, and other types of contact – is critical. If your customer service reps have access to this information, they can more quickly understand why a customer is calling or getting in touch and respond more appropriately.

3. Make sure you really understand what a customer needs – When a customer has an issue or problem, one great way to show emotional intelligence is to have your team repeat it back to them. “The shirt you ordered doesn’t fit properly and you’d like to return it. Is that right?”

   • This is a way of showing “active listening.” It ensures that your customer service team is listening, understands the issue, and is ready to resolve it – while also giving the customer a chance to clarify their issue and add more details, if needed.

4. Make things personal for a better experience – According to statistics gathered by Sender.net, 69% of customers appreciate personalized experiences, and 36% will return to a brand if they had a positive experience – and even choose that brand over a cheaper or more convenient alternative.

   • Greeting customers by name, talking about their interests, or asking questions based on previous interactions is a great way to make them feel special and appreciated. 

5. Gather feedback after interactions – Customer feedback is crucial for understanding how well you’re integrating EI into your customer experience. You can send post-interaction surveys to customers so that they can share their experience with your team.

   • Did they feel listened to? How quickly were their issues resolved? Were they happy with the overall experience? How long did it take to resolve their problem? By getting answers to these questions and using survey data, you can track how well your team is doing and identify areas where you can still improve.

Our CX Solutions Can Help Your Business Grow And Thrive

We pride ourselves in always centering the human element of customer experience. Whether it’s on the phone, via email, by SMS, or through online chat, our support agents are trained in EI best practices and ensure that your customers feel heard, valued, and listened to.
Whether you just need to supplement your existing customer support team or you’re interested in fully outsourcing the customer experience, we’re here for you. Contact us online or give us a call at (330) 649-8000 to see what we can do for your business.