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The Importance of Unlocking Customer Non-Verbal Cues

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Customers are the lifeblood to any business. If the customer walks away unhappy you may not only lose their lifetime patronage but also deter their friends from frequenting your business as well. The type of interaction between the company and the customer will often determine whether or not they will have a positive impression of your business. According to an article in the Journal of Marketing the ability of company employees to read the non-verbal cues of customers will influence customer affect (Puccinelli, et. al. 2013). Most of us have experienced poor interaction with company employees from time-to-time. It isn’t always the big things a business does that makes or breaks our impressions. Most businesses know how to avoid these large issues through processes and procedures.. It is the small actions and interactions that can hurt or damage customer perception. Poor customer interaction often is a result of under trained employees that don’t read the customers needs an