This blog entry was originally featured on November 19, 2015 via our partners at Glance Networks.
By Michael Janowski & Holly Chessman
Fear is an incredible motivator. When I was little, I used to go fishing with my grandfather on Lake Ontario. He taught me the old cliché that to catch a fish, you have to think like one.
Fish enjoy food. Fish enjoy water. Fish enjoy silence. This is what fish understand, and like most living creatures, anything that they don’t understand scares them. Fear is more than enough to drive the fish away… sometimes for good.
As consumers, we often react in a similar way. We avoid what scares us and are skeptical of what makes us feel vulnerable. We don’t want to consume anything that we don’t completely trust. But interestingly enough, that trust (read “brand loyalty”) is often times informed by that fear and vulnerability.
Visual/virtual customer service can be scary for many customers, especially those new to the concept. Customers often are not accustomed to surrendering the control required to fix an issue to someone who is not in the same room. But once you are able to put their fears to rest, online interaction becomes a powerful tool for building consumer loyalty and customer retention.