Enhancing Customer Relations with Emotional Skills

Getting out of Silicon Valley from time to time helps me see the future a little more clearly. Every time I travel outside the Bay Area to places like Atlanta or North Carolina - where tech isn’t king - I’m reminded that business is still driven by relationships, despite the transactional approach that often dominates in the software world. Having a superior product or more competitive pricing will often carry more weight in tech-driven businesses like software, but in other industries—especially beyond Silicon Valley—relationships tend to matter even more. People buy primarily from those they trust—those who they know will deliver quality service and support. With generative AI making businesses more tech-driven, and therefore less reliant on human interaction, the relationship element is likely to be an increasingly important differentiator for businesses in the future. As AI automation begins to make everything in the tech landscape look the same - from coding to marketing and even sales calls - customers will begin to ask: Do I trust the company? The CEO? The sales rep? We’re headed back to a relationship-driven approach where the people behind the product will make all the difference. Investing in our people skills will soon have outsized returns on the deals we make and the people we work with. That’s why I jump at the chance to hit the road, shake some hands, and think about what trust in business looks like in communities beyond my own.

WANT CUSTOMER DELIGHT? GO THE EXTRA INCH, NOT THE EXTRA MILE In a world where companies strive to “go the extra mile” for their customers, I propose a counterintuitive thought: You don’t need to go a mile. You just need to go an inch. The smallest, low-cost gestures can have a massive impact on customers, turning ordinary transactions into memorable experiences. The secret - search for the asymmetry between cost and impact. Going the extra inch requires minimal effort and often costs next to nothing. It could be a handwritten note, a smile, a gesture of personal recognition, a small act of kindness. But the effect on customers is profound. It creates emotional connections, fosters loyalty, and makes customers into advocates. The irony - while everyone is busy trying to “go the extra mile,” it is the extra inch that nets you miles of customer loyalty. THE I.N.C.H. FRAMEWORK To master the art of the extra inch, use this simple yet powerful framework: I – Identify Moments of Truth: Look for touchpoints where expectations are neutral or low. These are prime opportunities to surprise and delight. For instance, when I got my car serviced at the Lexus dealership, they washed and vacuumed the car and left a red carnation flower on the dash. I have told more than 10,000 people about the 50-cent carnation. How’s that for ROI? N – Notice the Little Things: Train employees to observe and remember small details about customers—preferences, moods, or special occasions. At the Oberoi Hotel in Mumbai, I asked for a memory foam pillow. Every time I stay there, they put a memory foam pillow on my bed. C – Customize the Experience: Personalize the interaction or gesture. Even the smallest customization can create a huge emotional impact. At Chewy, when a customer returned dog food after their pet passed away, they received a condolence card and flowers. It wasn’t about making a sale; it was about showing empathy. H – Humanize the Interaction: Move beyond scripted conversations. Authenticity and empathy resonate more than robotic efficiency. At Café Lucci, our favorite Italian restaurant in Chicago, the valet, the server, and the owner Bobby - all know us, know our kids, and always ask about the family. We are customers for life! In the race to “go the extra mile,” it’s easy to overlook the power of the extra inch. The secret to exceptional customer service isn’t grand gestures or expensive perks—it’s the tiny, thoughtful actions that leave a lasting impression. Going the extra inch is about mastering the art of the unexpected. It’s about creating emotional connections through small acts of kindness and thoughtfulness. So, the next time you think about how to delight a customer, remember: You don’t have to go the extra mile. Just go the extra inch. You will get miles of loyalty. #Marketing #CustomerExperience #Loyalty #Advocacy

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

How do you build long-term relationships with customers? It’s not about clever sales tactics. It’s about mindset. One of the biggest shifts I’ve learned is this: neediness is the enemy of trust. When a potential customer senses that your advice is driven by your own urgency or desire to close a deal, it sets off alarm bells—because it means your motives might not be aligned with their best interest. The alternative? Focus on being a trusted presence over time. ✔️ Show up consistently ✔️ Listen carefully ✔️ Offer value without strings attached When you’re guided by genuine curiosity and service, customers come to see you as a long-term partner—not a one-time vendor. That’s the foundation of loyalty and that’s how relationships endure.

"Talk to customers" is classic startup advice. But not enough folks teach you how to talk to users in a way that gets you actual insights. Since launching Decagon and raising $100M over 3 rounds, we’ve learned a lot, especially about GTM. Here's how we've adapted our customer conversations to go beyond surface-level excitement and uncover real signals of value. We benchmark around dollars when discussing product features. Why? Because it’s easy to run a customer interview where the customer seems thrilled about a new idea we have. But excitement alone doesn’t tell you if a piece of feedback is truly valuable. The only way to find out is to ask the hard questions: → Is this something your team would invest in right now? → How much would you pay for it? → What’s the ROI you’d expect? Questions like these don’t allow for generic answers—they'll give you real clarity into a customer's willingness to pay. For example: say you float a product idea past a potential user. They're stoked by it. Then you ask how much they'd pay for said product—and the answer is $50 per person for a 3-person team. Is that worth building? It might be, depending on the outcome you're shooting for. But if your goal is to build an enterprise-grade product, that buying intent (or lack thereof) isn't going to cut it. If you'd stopped the interview at the surface-level excitement, you might have sent yourself on a journey building a product that isn't viable. By assessing true willingness to pay you can prioritize building what users find valuable versus what might sound good in theory. Get to the dollars as quickly as you can. It’s an approach that has helped us align our roadmap with what customers truly need and ensure we’re building a product that has a measurable impact.

I don’t know what’s happening anymore… Day by day, second by second, it feels like we’re losing the very thing that makes us human. Empathy. Emotion. Kindness. Lately, I’ve had too many interactions, with businesses, service providers, that didn’t just frustrate me… they made me sad. Not because the issue couldn’t be solved. But because there was no heart in how it was handled. Let me explain: 🔹 I bought a product. It stopped working in 2 weeks. It had a warranty. But instead of help, I got cold, copy-paste replies for ten straight days, until I reached out to someone senior and they stepped in with empathy. The problem got solved in minutes. But why did it take that? 🔹 We received unpleasant news and the message started with “We are pleased to inform you…” as if it were good news. I was holding back tears replying to that email. Eventually, someone senior and human reached out, and it made all the difference. But why did I have to get there first? 🔹 I rescheduled an appointment two weeks in advance. Four days before, I checked in, only to be told, “That change was never made, I don't know who you spoke with but there's nothing on the system.” No apology. No warmth. Just a robotic response. Again I escalated and It eventually got fixed, but the unnecessary stress? Uncalled for. And it’s not just me. I know you’ve felt it too. So here’s what I want to say: Yes, people are busy. Yes, jobs get repetitive. But kindness takes what an 3 extra minutes? You don’t have to do anything dramatic. You just need to bring heart back into how you show up. And think out of the box. Treat people how you want to be treated! As the famous verse goes ""Do unto others as you would have them do unto you" It's just that simple, be more human! And it will build trust. It will resolve conflict faster. It will turn one-time users into lifelong loyal customers. And most importantly, it will remind us we’re HUMAN. So why are we so quick to forget that? If you work in customer service, sales, HR/PD, healthcare, anything that involves interactions with people, remember: You have the power to make someone’s day better. Or worse. Let’s choose better. Let’s be HUMAN. #EmpathyMatters #KindnessAtWork #CustomerExperience #Leadership #HumanFirst #ServiceWithHeart #PeopleNotProcesses #EmotionalIntelligence

Don't Just Satisfy Your Customers—Delight Them! In the service industry, especially as a corporate trainer, I’ve learned that success doesn’t come from just meeting expectations—it comes from consistently exceeding them. When we delight our customers, we create relationships that go beyond transactions. We build trust, loyalty, and a sense of belonging that makes our clients return time and time again. ✨As Maya Angelou famously said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel."✨ From conducting countless training sessions, I’ve realized that clients remember the extra effort you put in to customize solutions for their needs or the small gestures that show you truly care. ✨They’re not just looking for a service—they’re looking for an experience.✨ How can we delight our customers and retain them for life? Here are some simple yet effective ways I’ve applied in my journey, which you can too: 👉Understand their true needs: Go beyond the surface and dive deep into what they really want, even if they haven’t articulated it. 👉Customize your approach: Whether it’s a product, service, or training program, tailor it to suit their unique challenges. 👉Be available and approachable: Customers value responsiveness. When they know you’re there for them, it builds immense trust. 👉Offer more than expected: Surprise them with bonus resources, faster delivery, or an added value they didn’t anticipate. 👉Ask, listen, act: Seek feedback and show them you’re serious about improving based on their input. 👉Build relationships, not just transactions: Focus on long-term connection, not just short-term gains. Think of your customer as a guest in your home. You wouldn’t just serve them tea—you’d make it special by offering their favorite snacks, engaging in meaningful conversation, and making them feel valued. That’s the essence of delighting a customer! ✨ Delight isn’t a one-time act—it’s a culture. Let’s make every interaction memorable, meaningful, and impactful. What’s one thing you do differently to delight your customers and make them feel special? Share your ideas below—I’d love to learn from you! #CustomerDelight #CorporateTrainer #ServiceIndustry #CustomerExperience #CustomerRetention

I've built two businesses worth ₹300 crores over the last 20 years. And here's the secret I used to solve any business problems. A few years ago, I came across a concept called Occam's Razor, which means values are the simple solution. Nowadays, many entrepreneurs complicate things when making decisions instead of keeping them simple. But what they didn't understand is true simplicity comes from our decisions in values like trust, integrity, and long-term thinking. Here's how you can apply this principle: 1. Build trust through transparency:  📌 The problem with most companies is they don't have open communication, which makes it hard for others to understand what you're doing. Be honest about challenges and decisions with both your team and customers. 📌 Example: Zomato shares its operational metrics and also openly communicates about its struggles; as a result, now Zomato has a culture of trust and accountability. 2. Focus on long-term customer relationships:  📌 Companies need to understand that it's easier to retain customers than to acquire new ones. So, focus more on improving your retention by building a solid and loyal community of customers. 📌 Example: There is no company in India that people trust more than TATA across sectors—this is only because of their customer-centric approach in every business they do. Most importantly, they back their customers at every stage, ensuring customers feel valued and engaged. 3. Lead with purpose:  📌 More than products, people love to associate sincerely with the company's mission. A mission with which the people can resonate is crucial for lasting success. 📌 Example: Over the last 78 years, Amul (GCMMF) has built a brand around community impact by supporting local farmers and promoting dairy products. This commitment resonates with customers and strengthens their relationship. Remember, building a successful business often comes down to these simple values: trust, integrity, and long-term thinking. By applying these core values, you can make a big impact on your business and its people. What simple solution has impacted your business more? Let me know in the comments! #entrepreneurship #businesslessons

👥 Are our customers a name and a logo, or a real person trying to help themselves and their companies win each day? Let’s be honest: CS doesn’t always get this right. I don’t always get this right. When things get tough (aka churn risk, low usage, budget pressure) our instinct is to reach for the metrics. What can we quantify? What can we prove? How do we show we’re “doing our job”? We start building dashboards, framing health scores, chasing outcomes. Not wrong But also not enough. Because often, metrics make us feel better internally. But they don't us understand the people we’re here to serve. This is the tension at the heart of CS. We sit between the customer’s lived reality and the company’s operational pressure. And it’s our job to resolve that tension. Not avoid it. Not outsource it. Own it. So here’s what I’m thinking about today: What can we do to drive a deeper understanding across our orgs of client needs and value? And more importantly: How do we humanize the people at those clients? Here are 5 small moves with outsized impact: 1️⃣ Tell customer stories, not just stats. Share a 30-second anecdote at an All Hands Meeting. Real people. Real outcomes. 2️⃣ Bring a voice into the room. Quote an actual user in a roadmap meeting. Let them shape the build. 3️⃣ Translate feedback into intent. Don’t just say what a client asked for. Explain why it matters. 4️⃣ Invite cross-functional teammates to customer calls. Let them hear the tone, nuance, and urgency directly. 5️⃣ Celebrate wins that start with the customer. When a feature lands or a renewal closes, connect it to the human story behind it. CS isn’t just about adoption or retention. It’s about being the customer people engine inside the business. And that starts with us, every day, choosing to fight for understanding, not just validation. #CustomerSuccess #Leadership #VoiceOfCustomer #CustomerCentricity #CreateTheFuture

Customer service can indeed be a challenging role, often leading to frustration for both the service provider and the customer. However, with the right approach and mindset, it can be transformed into a pleasant and genuinely productive experience. Here are some strategies to make that happen: 1. Active Listening: This is crucial. Pay close attention to what the customer is saying, and acknowledge their concerns. This helps in understanding the issue better and also makes the customer feel heard and valued. 2. Empathy and Understanding: Put yourself in the customer’s shoes. Responding with empathy can diffuse tension and build a connection, leading to more constructive interactions. 3. Clear Communication: Use simple, jargon-free language. Clear communication reduces misunderstandings and makes solutions more accessible. 4. Patience: Sometimes, customers might be upset or confused. Exhibiting patience can calm a heated situation and lead to better problem-solving. 5. Positive Attitude: A positive demeanor can set the tone for the entire interaction. Even in challenging situations, a positive approach can lead to more satisfactory outcomes. 6. Knowledge and Resources: Be well-informed about your product or service. This instills confidence in the customer and enables you to provide accurate and helpful information. 7. Feedback Implementation: Take customer feedback seriously. It’s a goldmine for improving service quality and shows customers that their opinions are valued. 8. Follow-up: A follow-up after resolving an issue can leave a lasting positive impression. It shows dedication and commitment to customer satisfaction. By integrating these practices into everyday customer service interactions, not only can the job become more enjoyable, but it also paves the way for building lasting customer relationships and a positive brand image.