Is it really true that financial services brands are simply too dull to create an emotional bond with their customers? Advances in neuroscience, psychology and behavioural economics might be about to change all that. Examining some key concepts, such as emotional priming, emotional bank account theory and the psychology of influence, we learn how emotionally connective experiences can be designed and implemented. This is more than just soft skills. This is about deliberately designing an emotional customer experience to produce rational business outcomes. Of course, creating emotionally connective experiences demands front line behaviour and culture change, which is often fraught with difficulty.Working in the US with companies such as Microsoft, GE Money and MetLife Dr. Matt Hawk has pioneered the development of sustainable front line behaviour change. Matt describes how the customer experience can be transformed and an emotionally connective culture created when the front line is empowered with the art and science of human interaction.
Ian Henderson, Executive Creative Director, AML Group
Phil Rushfirth, Managing Director, Nunwood
Dr. Matt Hawk, Senior Partner, Retention Specialists Inc (Los Angeles)