The CEX Episode.

I recently had the chance to have a virtual sit-down with Kyle Dutka and Tom Collver of the Commerce Chefs Podcast...

During this interview we explored the parallels between our two worlds - Psychotherapy and Commerce, specifically on the topic of relationships.

We took a couple of psychological theories on intimate relationships and then related the concepts to the relationship that exists between commercial brands and their customers. We discussed Dr. Sue Johnson’s theory of Emotional Security and it’s importance to the health, fulfillment and longevity of a relationship. We also went through each step of Knapp’s Relational Model and study of communication. We identified the stages of a relationship with the related features, benefits and risks, as well as the needs that go along with each stage.

This was such a fun learning experience for me! I had the opportunity to explore concepts that I regularly apply in work with couples to thinking outside my proverbial box, looking at how businesses can develop healthy relationships with their customers. In therapy, we often reframe conflict as an opportunity that can create greater intimacy, understanding, loyalty, respect and appreciation for one other. When applied to business, “commercial conflict” may look like a bad review, a complaint, or a loss of interest. Similar to conflict in intimate personal relationship, “commercial conflict” can also serve as opportunity to increase brand loyalty. For example, by reaching out to a customer who has written a bad review, I am able to gain a greater understanding into the service and/or product I sell and how it is being received which leads me to improve my service/product. By reaching out to unhappy customers, I allow them to feel appreciated, heard and understood, more invested in my business, and therefore enhance their loyalty to my brand. Essentially what we are talking about here is the commercial version of Emotional Security, which ultimately leads to a more fulfilling relationship for the satisfied customer and the thriving business.

With Tom and Kyle’s iconic playful humour, we had such a fun time applying the concepts to both the personal and professional aspects of our lives. Thanks again so much for having me Commerce Chefs!!!

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