Re "Companies Find They Can't Buy Love With Bargains" (Aug. 8), which described customer-satisfaction levels that are lower, over all, than they were a decade ago: Most companies aren't looking for love, and most companies have figured it out.
Mr. Atanelov held his hand to his heart when he described customers slamming his car doors.
For decades, agencies and market researchers described customers in terms of a handful of archetypes and personas.
However, one retail executive described customers being angry that customer service representatives in a store could not access online order history.
Among other things, crew members joked that some Virgin planes were infested with cockroaches and described customers as "chavs", a disparaging British term for people with flashy bad taste.
People slowly started describing customer engagement, involvement, and experience in qualitatively different ways.
The concept of Emotional Intelligence appears to be able to provide the premise to describe customer aptitude in managing emotions elicited in a service exchange, as well as provide the precedential link to understand customer affective responses.
For example, in a co-branding case, each entity holds a profile that describes customer attitudes towards a given brand.
Even when we describe customer needs we are often seeing customers through our own eyes and filters.
This aligns with literature describing customer value as "something perceived by customers rather than objectively determined by a seller" ([23], p. 141).
