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             Copyright 2009 CIBC

 

 

People decide to buy, then buy again, and tell others based on the people elements of interaction with the institution, not product or consumer interaction elements.

Although organizations focus on consumer elements of relationships (e.g. channel efficiency, availability), customers view these as minimum requirements. What they regard as more important are the people elements, e.g. trust, respect and acknowledgement.

The Center's interaction based research is based on the three primary customer buying emotions - Acknowledgement, Respect, and Trust (ART).  These buying emotions are delivered through the 4 Humanness Engineering Sciences of Communications, Process & Sequence, Business-wide Consistency, and Technology.  These sciences are delivered to customers through leadership and their employees.

Customer Buying Sciences

 

Acknowledgment
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Respect

Trust
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Communications




Process



Consistency



Technology