Features Are Commodities, Feelings Are Differentiators

Last Updated December 26th, 2021

Ethan Beute, BombBomb, The Customer Experience Podcast, feelings, differentiator, differentiation, features, product features, commodities, commodity, commodification, CX, customer experience


Listen to “176. Features Are Commodities, Feelings Are Differentiators w/ Ethan Beute” on Spreaker.

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Features are commodities. But feelings? Feelings are differentiators. And customer experience is the last meaningful differentiator left availble to us.

Consider this: Our feelings stick with us. Emotions drive both memories and motivation (more on that in Chapter 4 here). When we create rapport, relationships, trust, and confidence, we have created a differentiated customer experience.

After doing some online research, I brought three air conditioning companies into my home a few years ago. The first representative was off-putting, the second was disengaged, but the third (and most expensive) treated us like a long-term partner in a significant home investment.

In the decision-making, the products were approximately identical. And the price didn’t really matter as much as we expected it to. But what did matter was how the seller made us feel about their company, ourselves, and our home.

And it’s this kind of differentiator that serves as an example of how our customers make decisions. The people providing unique and better experiences — these add value and further drive brand success.

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-author of the bestselling books Rehumanize Your Business and Human-Centered Communication.

In this episode, I ask three questions about how you choose companies and how your feelings about companies affect your decisions. And I add one qualifier (and it’s a big one!).

In this episode I also discuss:

How to build trust and confidence in a digital world
What we can do to create feelings about our company
How video helps differentiate the CX
What influences your decisions about the companies you do business with
How we can make our digital communications about the other person



Features Are Commodities, Feelings Are Differentiators

Hear Episode 176 and any/every other conversation of The Customer Experience Podcast in your favorite podcast player …

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Listen to “176. Features Are Commodities, Feelings Are Differentiators w/ Ethan Beute” on Spreaker.





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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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