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Abstract

This article introduces an area of value creation seldom considered in the strategic sense in business: value creation from human connections. And given the number one reason for customers leaving a business is a feeling of indifference from a company representative, this is an area that holds a great opportunity for companies to really stand out from their competition. This article examines where business has come from, where we are now and why the critical need to revamp our way of thinking. When a company transforms into a customer-centric organization, a collective mindset to design for the desired outcome of customer emotion emerges. The context for thought is creating value for the customer and is expressed in changes to processes, products/services and people. When an employee transforms into being customer focused, the individual mindset of paying attention to how he leaves a person feeling begins to develop. This shift from task to the customer lays the foundation for developing human connection skills. Customer value creation becomes a common language of understanding with different expressions of it for company and individuals. The reader will discover why traditional soft skills training has failed to bring about lasting behaviour changes and offers an alternative, based on the insights provided in recent years from neuroscience.

Keywords

Human connection customer value creation mindset customer centricity customer experience

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References

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Human Connection: Uncharted Territory for Value Creation

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