Introduction: adding emotional value to your customers' experience
pt. I. Building an emotion-friendly service culture
The customer is always emotional
Managing emotions begins with me
Positive emotional states are an asset. Assessing your organization's emotion-friendly service culture
pt. II. Choosing emotional competence
Emotional labor or emotional competence?
Managing for emotional authenticity. Assessing your organization's service philosophy
pt. III. Maximizing customer experiences with empathy
Satisfaction isn't good enough
The challenge in measuring customer emotions
The gift of empathy. Assessing your organization's empathy
pt. IV. Viewing complaints as emotional opportunities
Complaints: emotional opportunities
Fundamentals of complaints
Strategies for handling complaints. Assessing your organization's complaint friendliness
pt. V. Using emotional connections to increase customer loyalty
Loyalty is a behavior with its roots in emotions
Strategies for retaining customers. Assessing your organization's focus on customer retention
Final thoughts. App. A. Emotions: research background
App. B. What does marketing research tell us about consumer emotions?
App. C. The elusive link between customer satisfaction and customer loyalty: a summary of the research
App. D. Complaint handling: where does the latest research take us?
App. E. Eight-step gift formula.
