Touching Reflective Level, The Real Winning Formula to Win The Heart of Your Users


Last Saturday I applied for a mobile number porting from Singtel – the largest mobile operator in Singapore, to M1. The reason was because I had a better experience in M1 store than Singtel store. When I was at one of the Singtel stores, the staffs were too busy to have a personal conversation with me and with other customers as well. As the largest operator, each of the customer service staffs might care more about completing any inquiry as fast as they could, without taking time to listen and respond enthusiastically to the customers. Someone once said, “If we don’t take care of our customers, someone else will.”

You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied. -Jerry Fritz

In Don Norman’s Emotional Design: Why We Love (or Hate) Everyday Things, he wrote about three levels of processing: Visceral, Behavioral, and Reflective. Visceral is about appearance, Behavioral is the pleasure and effectiveness of use, and Reflective is about personal satisfaction and memories. Product/price advantage and appearance like a nice design of the store touch only the Visceral and Behavioral, but to win the heart of the customers, we need to touch the reflective level. That’s the real winning formula.

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