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What is the power of relationships? Our guest, Zhecho Dobrev really gets into how we can understand the emotions of our customers better. And not only that, but what does that do for the value of an organization?

Zhecho has devoted his career to the art and science of customer experience management and is the author of newly published book “The Big Miss: How Organizations Overlook the Value of Emotions”. He is one of the leading principal consultants in Beyond Philosophy, ranked as one of the top 50 consultancies for the last four years.

“Everyone is doing journey mapping, but which of these journey moments are the biggest driver of value?”

– Zhecho Dobrev

Business leaders in general are overlooking emotions, and that’s been a challenge for a really long time. So much has to be data driven, and of course, nobody looks at emotions as data. Zhecho shares how he has conversations with data driven leaders to convince them that investing in the emotional relationship with customers will actually pay off for their organization.

“99% of customer behavior is driven by emotions, and yet only 1% of data that organizations collect is linked to emotions”

– Zhecho Dobrev

In this episode, you’ll learn:

  • Why companies are focusing more on the emotions of customers
  • How we can value a customer relationship and how this is different to a customer lifetime value
  • Developing the feeling of a customer relationship and emotional attachment
  • What is the stimulus response effect and how is Zhecho Dobrev using it in research to predict customer behavior

Connect with Zhecho

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Take care of yourself and take care of your customers.