Two days after Erica and Jason's first baby was born, the pediatrician sauntered into their hospital room with his head buried in a file folder. "I'm Doctor Hanson," he said, without looking up. "How's he doing?" he asked, approaching the new addition to Erica and Jason's family with his face still obscured by the folder. He then proceeded to unwrap the tiny little newborn from his swaddling, much like you might yank a loaf of bread from a grocery bag—careful not to mash it, but not careful enough to handle it delicately. Dr. Hanson gave the baby a thorough once-over. Then, while jotting down some notes, he asked, "Any questions?" After a few seconds of silence, he flashed a tight-lipped smile and exited the room as quickly as he entered.

Technically, Dr. Hanson did everything correctly: he introduced himself; his experienced eyes closely examined the tiny patient; he solicited questions from the parents; and he even threw them a smile. What he failed to do, however, was capitalize on the chance to make a positive emotional connection—otherwise known as a good impression—with his "customers." And it cost him. Without even realizing it, Dr. Hanson sent their money elsewhere. When Jason and Erica returned to their home, they hopped online between feedings and diaper changes and found a new pediatrician.

FEELING THE CONNECTION

For a salesperson or a customer service manager, the chance to be part of a customer's positive emotional experience is a godsend. It's the kind of moment that the folks in marketing salivate over—a surefire way to forever link the brand with tidings of comfort and great joy. That's why brands like Pepsi^® spend so much time and money connecting their image to positive emotional experiences, such as their recent "Hope" and "Change" ads. It's why Coca-Cola^® turned the tables on the wildly popular (and extremely violent) video game Grand Theft Auto and featured ads with the game's main character uncharacteristically paying for a Coke^® instead of stealing it, and then doling out a bevy of good deeds all across the mean streets of Los Angeles. Making people feel good when they see their soft drinks makes Pepsi^® and Coke^® a lot of money. Both companies know the value of their product has as much to do with customers' emotional experience with it, as it does the quality of the actual product.