Learn to influence by eliciting happy feelings in others

US President Barack Obama has come and gone. Nairobi has been implementing a city-wide beautification programme, including refurbishing of roads and watering flower beds and everyone is in an upbeat mood. In psychology this is called the “feel-good factor.”

One of the most important aspects of customer experience is this “feel good factor.” The goal is to not only help the customer have a good experience, but to offer them an experience that exceeds their expectations.

You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long.

Good customer service is all about bringing customers back by sending them away happy; happy enough to pass positive feedback about your business to others, who may then try the product or service you offer and in their turn become repeat customers.

Here are practical tips you can use to introduce this factor in your business.

Use people’s names in your conversations. You are more likely to get special treatment by using the name of the person you are talking with. When you call customer care to clarify an issue, for example, say, “Mutua, thanks for taking the time to help me with this question.” That makes Mutua feel his role is important.

If you don’t know someone’s name, ask and then repeat it. Be sure to pronounce the name correctly, and never presume the person has a nickname.

Use the correct body language. Your body backs up the words you use and how you say those words, but it also betrays your true feelings if you are uncomfortable in a conversation.

Negative body language creates a bad impression and impedes progress. Someone glancing at their watch, playing with their pen and doodling during negotiations will come across as disinterested or uncooperative. This may lead the negotiation to falter or break down.

The last tip on creating a feel good factor is a secret we can learn from President Obama. Three lucky moms got the surprise of a lifetime when Mr Obama called to wish them a happy Mother’s Day. The three women – from Minnesota, Arizona and Florida – had all written to the president during the year.

The calls were particularly poignant given Mr Obama’s close relationship with his mother, Stanley Ann Dunham, who died in 1995. In a New York Times article about her life, President Obama recalls her saying, “If you want to grow into a human being, you’re going to need some values.”

Learn to greet people warmly. Give eye contact and smile. Be the first to say hello. You might be viewed as a snob if you are not the first to greet people.

People often go back to their favourite restaurants because the host greets them with a sincere smile, looks at them directly and welcomes them with warmth.

My wife and I go to Cake Hut, our favourite restaurant, because everyone including the waiters, host, doorman and even the owner, takes the time to make us feel special.

If you want to find a job, enhance your practice, gain listings, increase you billable hours, bring new people into your business or make sure people remember you with referrals; pay attention to the “feel good” factor, and enjoy the success that follows.

Mr Waswa is a management and HR specialist and managing director of Outdoors Africa. E-mail: [email protected]