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Transaction into Interaction; A Compass for the Service Drive
It wasn’t that long ago that the Automotive Industry underwent and survived a crisis. I believe we will be facing similar challenges if we don’t re-wire the way we think and how we approach the service experience. The service department is the backbone of the dealership, without its revenue our margins would be tighter than they already are. A Cox Automotive Maintenance and Repair Study revealed that 57% of dealerships say that service retention is their primary concern, and it should be. Customers Have Choice Our customers have a choice; the Decision Maker has a variety of oil and filter retailers she can visit. Let ‘s face it; she is going to dictate where each family vehicle gets serviced. If you want The Chief Purchasing Officer to choose you, you must recognize that she doesn’t need you, you need her. If you want her to pick you, you must turn decade’s old transactional service into an interaction. In the same study, results showed that 86% of dealerships say they do not have a system that facilitates a superior customer experience; this is a problem. How can you expect your team to deliver on your customer’s expectations if you don’t provide them with the tools they need to be successful? You must provide them with a simple system they can follow and adapt to each customer they interact with each day. Technology is great, but not necessary to make change happen now. With or without technology, you can turn the current service transaction on its head with a simple system your service team can follow. To continue reading this article on The Centre for Performace Improvement; Click Here
Train for EQ!
Editors note: This is the fifth article in a series called The Decision Maker Although the auto Industry is slowly moving away from attracting and hiring the typical ‘car guy’, and towards more customer service-focused employees, including women, the change isn’t happening fast enough to keep up the increased expectations of your male and female consumers. The only way to combat this is to train for EQ! Until we can make the industry an attractive place to work, training for EQ is our best bet for creating more positive moments when interacting with our customers, especially the female consumer. What is EQ? EQ is that good stuff like having self-awareness, listening skills, and empathy. Emotional intelligence is having the capacity to blend thinking and feeling to make optimal decisions —It’s critical to building your sales to women. One of the main reasons women walk out is because they don’t like the way they were approached or treated. Sales associates with high EQ can read people’s nonverbal cues and adjust their approach based on the needs of each consumer. How Do you Train for EQ? Focus your training on soft skills (EQ) and layer in the IQ (product knowledge) as you go. Here are the skills you’ll want to train for increased EQ Enhanced Emotional Literacy & Recognize Patterns Get your team to accurately identify and interpret both simple and complex feelings by frequently acknowledging recurring reactions and behaviours during interaction with customers. Consequential Thinking Have your team practice evaluate the costs and benefits of their choices when interacting with customers. Give your team scenarios to role play through; they can talk through the cost or benefit to reacting in particular ways. Optimism Take time to have your team practice taking a proactive perspective of hope and possibility in all situations. Positive behaviour breeds positive behaviour and an optimistic outlook is the fuel to an optimistic culture. Increased Compassion & Empathy I saved the best for last! Recognizing and appropriately responding to others’ emotions plays a significant role in how EQ comes full circle. Understanding how to flip the lens, show compassion & empathy for situations will go a long way in customer satisfaction. At the core, emotional intelligence is something you need to own and essentially BE. By being smarter with feelings, you will more accurately recognize emotions in yourself and others. This knowledge will help you make decisions and craft effective solutions to the customer interactions you face each day. Watch Magic Happen! When you blend EQ and IQ, you will receive maximum engagement from your female consumer. The EQ skills you provide your team members will go a long way to turning transactional moments into interactional experiences. Magic happens when you can blend both the world of transactions and experiences.
Create a Female Friendly Atmosphere
Editors note: This is the fourth article in a series called The Decision Maker Creating a female-friendly atmosphere may seem like an obvious solution to making your female customer base feel comfortable in your dealership. However, it’s usually the most overlooked opportunity. Ask yourself (and answer honestly), “Is my dealership female friendly?” Having a dealership that speaks to the woman and not just the men we usually appeal to will go a long way. You want to make her feel at home, creating an atmosphere that is comfortable, warm, and inviting. Here are some things to look for: Is the music appropriate? How vast is your magazine menu selection? Do you have flowers in your waiting room? Is the scent of your dealership appealing? What is the temperature in your dealership? Is it too cold, and if it is, do you have blankets or heaters available? There are many ways to create a more open and friendly environment. To do this, you must be willing to flip the lens and look at the atmosphere of your dealership through another POV – her point of view. Get your Team Involved! (especially the ladies) A great exercise to do with your team members is to do a walk through from her, The Decision Makers, point of view. Walk your team from outside the dealership and through the entire consumer journey (you can do this for both sales and service) and ask them the following questions: What do you see that could be changed to improve the atmosphere of the dealership, specifically, what would make it more female-friendly? And have them point out where the opportunities are. What would your mother, sister, wife, daughter like to experience when they are at our dealership? In your experience, what do other retailers (outside of automotive) to enhance their atmosphere, making it more female-friendly? Encourage and empower the female team members in your dealership to speak up and have a voice! The improved atmosphere will also make a considerable impact on the work experience for your female employees. Actions Speak Louder Than Words Once you have suggestions, don’t stop there. Make an action plan to implement the changes and make the difference come to life! “Everything Speaks”. Take the actions you need to evolve the experience female consumers have in your dealership from her POV. Creating an atmosphere that is comfortable for her, will only benefit you. She will take notice, and it will make an impact on her overall satisfaction with your dealership.
Build Real Relationships with Female Consumers
Editors note: This is the third article in a series called The Decision Maker Companies with high trust levels outperform companies with low trust levels by 186% (Watson Wyatt, Work USA). Building trust with your female consumer base is essential when it comes to referrals and their desire to purchase a vehicle. Real Relationships = Trust Let’s talk about the importance of building real relationships with your female consumers. I believe You have a zero-balance trust account with every customer. It’s up to you on whether or not you make deposits in their trust account…or go into overdraft. According to the Nobel Prize-winning scientist Daniel Kahneman, each day we experience approximately 20,000 moments. A moment is defined as a few seconds in which our brain records an experience. The quality of our days is determined by how our minds recognize and categorize our moments—either as positive, negative, or just neutral. Rarely do we remember neutral moments. Once her brain has registered that she’s had a negative experience, it will take 12 positive experiences to make up for that one. It’s why building a trust account with your female consumer is essential to creating loyalty and a lifetime referral source. “ In every interaction or moment we have with a customer we increase or decrease trust.” You Can’t Argue with Science! One of the best ways to establish trust is to form real relationships. I use the word ‘real’ intentionally, as women can sense when someone isn’t sincere and will walk away. Knowing the way the female brain is structured (compared to a mans) can be very valuable in cultivating a relationship with your female consumer. The adage “men are from Mars and women are from Venus” is a very accurate statement. A woman’s brain is built differently than a mans. If you wonder why we need to talk and be heard consistently, it’s because we use both our right and left the side of our brains to communicate. Unlike men, our emotions run high, but there is a physiological reason for this as well. Our limbic system is approximately double the size of a man’s. The limbic system is the emotion and memory hub of our brain. We have to feel good about a situation to move forward with just about anything. The popular Simon Sinek states that we make decisions based off of emotions. He’s right –, especially in the female consumer. Use Science to your Benefit! Get to know your female consumers through actively listening, showing compassion and empathy, and genuinely taking an interest in what they need or want – even if it’s outside purchasing a car. Uncover what she wants or needs at that moment; it will make you a mighty force because you’ll be delivering an experience that is tailored to her. Use this new science-based knowledge to your advantage. Create a real relationship and build trust with your female consumers; she’ll be the first one to tell everyone about the experience you provide her. The Big Take-a-ways: Get to know her as a woman first and a consumer second. Taking the time to get to know her first before diving right into the required needs assessment will break down the walls she has put up, and start to put deposits into the trust account; ultimately forming a bond and relationship with her. Establish a real relationship, speak to her limbic brain and earn her trust. If you don’t, there will be a lack of trust. She will feel you are insincere in your approach, and she will spread that message like wildfire.
Consider Life Stages to Understand the Female Consumer
Editor’s note: This is the second in a series, entitled “The Decision Maker.” Without a thorough understanding of the female consumer, you won’t be able to personalize and tailor the experience you provide in your dealership. So how do you go about understanding The Decision Maker? To truly understand The Decision Maker; the woman you will want to create female consumer persona’s. Creating a consumer persona is a great exercise to do as a team. Not only will it provide a greater understanding of the “Chief Purchasing Officer” – remember, that’s the female in the household – but it will allow your team to be part of the solution. It’s important to remember when creating a persona for the female consumer that she wants to be understood first as a woman and second as a consumer. You are probably thinking, “How do I create a persona for the female consumer?” The three steps below will give you a head start. Step One: Separate your female consumers into Life Stages Age is no longer an adequate way to segment your consumers. 40 is the new 30, and 30 is the new 20. Women are getting married later in life are having kids into their late 40s. By looking at your female consumers through their life stage, you will have a better understanding of her wants and needs at that moment in her life. And remember, the female consumer wants to be understood as a woman first and a consumer second. Harbinger has created six life stages for the female consumer, which is a great place to start when building female consumer personas. That, when paired with your dealerships demographic and geographic information, will prove to be very valuable in understanding the female consumer. Step Two: Define the goals and challenges she has in each life stage Once you have your female customer broken down into life stages, the second step is to define the goals she has and the challenges she faces at each life stage. You will now be able to determine how your dealership and its vehicles can help her fulfil her dreams and resolve her challenges. It’s also great to define the objections she’ll have when shopping for a car or bringing her car in for service. Step Three: get personal! Don’t stop there. Take your female consumer persona one step further by uncovering some personal details about her too. I like to use acronyms to help teams do this. For this, I am going to use WOMAN as my acronym. • Wants • Occupation • More (dreams, family) • Activities • Needs Uncovering these details will allow your team to have a holistic view of your female consumer persona at each life stage. *This is also a great exercise to complete for the male consumer- he also has some say in the vehicle purchase! What’s next? Once you have developed your female consumer personas, put them to work! Create a training document that each existing and new team member is required to know. You can train your team through daily huddles, group or department meetings and on-the-fly coaching.
A Series on The Decision Maker; The Woman
Most of us who work in the Automotive Industry is aware that only one in five employees in dealerships are female. We are also aware that the majority of decision-makers when purchasing a car are female, and that’s a huge disconnect. What we might not be aware of is this; 85% of the world’s executives are male. Ultimately, the car-buying experience is designed by men, delivered by men, for men. A Tailored Experience for the Decision Maker So why would you want to take the time to create ways to tailor your Consumer Brand Experience to the female consumer? Of course, there’s the obvious: she’s the Chief Purchasing Officer in her home. Women also hold 80% of the influence when purchasing a vehicle and approximately 65% of buyers are women! And that if that isn’t enough reason, she is also your number one referral source. Carl Sewell, the author of ‘Customers for life,’ states that the lifetime value of a customer equates to $517,000. By not curating an experience for the female buyer, not only are you losing her lifetime value, but you are also losing the potential of her referral network. Perception = HER Reality Here’s the kicker: the female customer is built differently than men. It means the excellent experience you think you are providing actually isn’t – not in her opinion anyway. Perception is the reality, and it no longer matters what you think is exceptional service. It only matters what she feels is exceptional service. When it comes to perception and seeing, feeling, hearing, and sensing things, there is no such thing as objectivity. The consumer sees, hears, and feels from where they stand, not from where you, the sales associate, stands. There is often a big gap between what experience we are providing and what the consumer -especially the female consumer – thinks he or she is receiving. A study by management consulting company, Bain, calls this disparity the “delivery gap.” In a study of 362 firms, Bain found that 80 percent believe their business offers a superior proposition or experience. However, only eight percent of customers held that same view. The extent of this difference is extraordinary. We may think we are providing an experience that is welcomed by our consumers when in fact we are offering them an experience that we feel is right for them. The golden rule that Grandma preached as we grew up – to treat others the way you would like to be treated – is a thing of the past. The higher standard that is demanded by customers in this day in age, especially the female consumer, is the platinum rule – treat others the way they want or need to be treated. By designing your consumer brand experience from her point of view, you will be able to speak to what she sees, hears, smells, and feels and ultimately close the “delivery gap” between perception and reality. So HOW Do you Close the Delivery Gap? In this four-part series, we are going to unpack one tip each week on how you can tailor the consumer brand experience in your dealership for the woman consumer. We will give you excellent ‘how to’ knowledge that you can take back to your dealership. If you’re not leveraging your female customer base to increase loyalty and referrals, then you’re missing out on top line sales. Join me next week for the second blog post on The Decision Maker Series!
Action Speaks Louder than Words.
A few weeks ago I wrote an article called Inspiration Just isn’t Enough! That outlined the vast gender gap in the automotive industry and how inspirational words just isn’t going to cut it. If we want to make a difference, we have to be the difference. The definition of insanity is “to do the same thing over and over again and expect a different outcome”. If we were to put the automotive industry up against this definition, it is clear as day that we are insane! No one is going to come with a magic wand and cast a spell that makes automotive dealers, and OEM’s the top place to work for females or a place where female consumers feel comfortable; we have to choose to do something different and action the changes necessary to see a different outcome. GM is Breaking the Cycle There is one brand that is taking a significant step in the right direction, and I wanted to take a moment to outline who it is and what they have done! In a recent article The ‘Extra Oomph’ that changed GM, Auto News featured GM’s Mary Barra, Chairman and Chief Executive Officer who is the first female CEO of a major global automaker. Barra states “Corporate culture doesn’t change quickly, but it’s critical to have a strong culture to motivate employees and to cultivate an environment that breeds success.” In her effort to build a strong culture for females in automotive GM has established the GM’s Women’s Retail Network. Recently, GM has also developed three core values for the company: The Customer is our Compass, Relationships Matter, and Individual Excellence is Crucial. Having core values like these is a step in the right direction to attracting female candidates and ultimately female consumers; these values outline that people come first, decisions are made with the individual in mind and culture matters. I challenge you to think about this: If women don’t want to work for you, why would women want to buy from you? GM understands this, and is breaking the script! What Can We Learn From GM? More Automotive Brands need to create a network of tools, resources, and pathways that support women in the industry to grow without worrying about the glass ceiling that has been above their heads for decades. Programs such as: Employee resource groups for women that support women in the current environment Female-driven 20 groups Education for personal development and succession and; Mentoring programs that connect other male and female executives with up and coming female team members Programs like these will help bring more women into the workforce and keep them there, a classic tale of “if you build it they will come”. Having more of a female presence at the dealership and executive levels will, without a doubt, attract women consumers to your brand. It is in the best interest of the Automotive Brands to build a culture that women can get behind; if you do this both female employees and consumers will take notice! I will drive my point home by reiterating this “The purchase share of women around the world will continue to rise, and with the lack of women at the table, decisions will remain to be made by men, delivered by men, for men. Continuing to lead in this manner will proceed to affect dealerships lack of or decrease in loyalty, retention, referrals, and overall all top line dollar. It’s in your best interest to be ready to serve the women who are purchasing your vehicles; every day of the year!” It’s time to take action. Let’s stop talking about all the incredible ways women can help move the automotive industry into the 21st century and start breaking the insanity cycle by doing what needs to be done to make it happen.
Complete the Journey to Get Ahead
Building a Formula One (F1) car is an intricate process; engineering, materials science, and cutting-edge software comes together as these machines are developed and designed from scratch each year – McLaren F1 team might change up to 70% of a car’s mechanical per racing season and is continually monitored with more than 200 sensors built in a car, generating 25 billion data points on a Grand Prix weekend. Communication and collaboration of 1,000 plus member teams is integral to success, as the team continually measures, analyzes, and evaluates every detail with a maniacal focus on how the slightest modification of any part affects all other aspects and the overall performance as it rebuilds and fine-tunes these cars for a race. Does that sound familiar? Within a dealership, there is a magnitude of customer touchpoints which produce an abundance of data points for each interaction telling you how your team is performing. The Customer Service Index (CSI) is an ongoing discussion in dealerships, across all brands. With this focus, you know which metrics your team members ‘drop the ball’ leaving your customers dissatisfied. When reviewing your CSI scores, the most logical next step is to create a ‘policy’ or training program around that underperforming CSI metric. However, when we do this (and only this), your team misses the big picture, and the customer will suffer somewhere along the way as the CSI metrics are all connected and impact one another. Just like the F1 team, one small change affects the performance of the vehicle; each CSI metric affects the entire journey your customer has with your dealership. What is a Brand Experience? I define the Brand Experience (BX) as the sum of all interactions a customer has with a brand, across all touchpoints and all phases of the customer lifecycle, including how customers perceive these interactions. I want you to think of each CSI metric as ‘touchpoint’, or moment, in your customer’s interaction with your brand. Each one of these touchpoints affects the other, and when combined they create a start to finish journey, “the sum of all interactions a customer has with a brand”. Ask yourself, does my team have an understanding of how each person/department/touchpoint affects the other? If the answer is yes; Bravo! If you have answered no, then you have some work to do. Focus on the complete journey While it is essential to pay attention to the details (or the one touchpoint that doesn’t seem to be working) you also have to look at how those touchpoints work together and contribute to the overall customer journey. A preview of Foresters annual production report warns that in 2018 “30% of companies will see further declines in Customer Experience (CX) performance, and those declines will translate into a net loss of a point of growth”. Why? CX initiatives tackled low-hanging fruit to put early points on the board. You will lose every time by only focusing on the ‘low hanging fruit’ or the CSI metric that is not performing; this is a ‘band-aid’ solution. Smart Dealer Principals will make CX an integral part of their overall Brand Experience strategy and identify how each touchpoint impacts each other and the Brand Experience, inclusively. How to start the change If you want your Brand Experience performance to be top notch and noted in that regard by your customers, you will have to work hard to ensure a seamless experience throughout their entire journey. Here are four things your dealership can do to start the change and improve your overall Brand Experience: Review (or create) a journey map; bridge the gap between individually focused CSI metrics and a holistic brand journey. Change the conversation; When sharing CSI results don’t focus on a single metric; change the language, talk about the impact each touchpoint has on the other, not just the one ‘problem area.’ Empower your team to make it right: We all drop the ball sometimes, we are human after all! It’s how we recover from the situation that will make or break the customer’s overall experience. Empower your team to ‘pick the ball up’ and make it right at every touchpoint in the customer’s journey. Be consistent! No matter what touchpoint the customer interacts with your team, be consistent with the Brand Experience you deliver! Remember this mantra: Every Customer, Every Time. Step out in front of the competition; look at your dealership’s overall journey from 30,000 feet and bridge the performance gaps between touchpoints. And like the 1,000 member team focused on how to improve the performance of a F1 car each year, your team needs the same focus to enhance the experience you provide your customers.
Inspiration Just isn’t Enough!
The gender gap in Automotive is not a gap at all; it’s a canyon. Catalyst Knowledge Centre of Information states that women occupy only 26.6 percent of positions in the automotive manufacturing industry and only 16.9% of executives in vehicle manufacturing. Even more staggering, only 1/5 employees in dealerships are women, yet nearly 65% of car buyers are women. That’s not a gap; it’s a canyon. I noticed an increase in participation from automotive brands this year in spreading inspirational messaging on International Women’s Day (IWD). Here are a few examples: Honda’s IWD Video shows a woman in the driver seat. Mac Laren’s video show’s their female employees talking about the experience of working at Mac Laren and their future career ambitions Mercedes pulled together an inspirational video called ‘iconic You’ and has branded it ‘She’s Mercedes’; to highlight a few. International Women’s Day Ad’s aren’t Enough! While it’s good to show our support on International Women’s day, the critical question becomes where is that support every day of the year? Why aren’t we giving more females a seat at the table all year long? And is IWD a clever marketing pitch to make automotive brands appear to support gender equality. Messaging like the Mercedes’ “motivational” Iconic You Video makes you feel good and is a definite message that is moving the industry in the right direction. With that being said I hate even to mutter the words ‘ I don’t want automotive brands to do that’ just as we are ‘turning a corner’; any awareness brought to the movement of women in automotive is positive. However, awareness and inspiration aren’t enough; the conversation has to move into action. Automotive brands have to ask themselves, what’s next? How are we going to keep this conversation alive outside of this one day each year? Furthermore, what is our commitment to increasing women’s footprint in our dealerships and at the Corporate/OEM level? The World is Ready, why isn’t Automotive? In the last few weeks I have read the following headlines; Canada’s Royal Mounted Police just appointed their first female chief. Deputy Gina Haspel will take over, becoming the first woman to lead the CIA. The nation’s currency will feature its first Canadian Women Women around the world are being put into positions of power by leaders ready to take action rather than sit on the hope of an inspirational message, and if the leaders of the world are prepared to take a stance, why is the Automotive Industry lagging behind? What is the Automotive Industry Waiting for? Why wait? The future is coming, whether we like it or not. The purchase share of women around the world will continue to rise, and with the lack of women at the table, decisions will remain to be made by men, delivered by men, for men. Continuing to lead in this manner will proceed to affect dealerships lack of or decrease in loyalty, retention, referrals, and overall top-line dollar. It’s in your best interest to be ready to serve the women who are purchasing your vehicles; every day of the year
Is your Brand Experience Designed for the Decision Maker?
Is your Brand Experience Designed for the Decision Maker? I walked into my local dealership for a routine servicing on my vehicle, while I waited I wondered into the showroom and watched the interaction between the sales associates and the customers. I watched two female and four male customers all looking at cars and needing assistance. There were four Sales Associates on the floor, all four of the Sales Associates went directly to the male Customer. I continued to watch and wait to see when either of the female Customers would be served (or I would be served). It took 15 minutes for the females to be acknowledge, and when they were acknowledged the same approach that was take with the male Customers was use with the female Customer. Both female Customers got noticeable frustrated and left the dealership with no regard from the Sales Associates. From my car shopping experience, I have come to realize that the auto industry is a male dominated industry, however this experience got me to thinking and led me to do some research on how dominated this industry actually is by males and what impact that has on the customers experience in a dealership and their sales. Through my research my observations were solidified, the car buying experience is delivered by men, for men with very little regard for the female Sales Associate or the female buyer. Research shows that 84% of the decision makers when buying a car are women, however only 18% of the Sales Associates in dealerships are women, leaving the car buying experience to be delivered by men. This question came to mind- How can you expect an increase in customer loyalty, referrals, and higher close rates when the ‘customer’s experience’ is tailored for the male shopper and the majority of the buying decisions are made by a woman? That seemed like a huge disconnect to me and as a customer experience consultant this troubled me. I began to dig deeper into the car buying experience offered at dealerships. I found that dealerships are transnationally sound. From the sales process to the F&I process and everything in-between dealerships are very buttoned up. However, there is a lack of training and commitment towards turning the transactional process of purchasing a car into an interaction, using soft skills, and showing compassion and empathy towards the Customer. If we want customers to be loyal to us (both male and female), then we need to connect with them on an emotional level speaking to the limbic part of the brain- where decisions are made. Simon Sinek States that “People don’t buy what we do, they buy why we do it”. Customers don’t buy what you do (selling cars), they buy the trust and relationship with the sales associate and the brand (why we do it). Their Perception is Their Reality When it comes to perception — seeing, feeling, hearing, sensing things — there is no such thing as objectivity. The customer sees, hears, and feels from where they stand, not from where you (the Sales Associate) stands. There is often a big gap between what experience we are providing and what the Customer thinks he/she is receiving. A study by management consulting company, Bain, calls this disparity the “delivery gap.” In a study of 362 companies, Bain found that 80 percent believe their firm offers a superior proposition (experience). However, only 8 percent of customers held that same view. The extent of this difference is extraordinary. We may think we are providing an experience that is welcomed by our Customers when in fact we are providing them an experience that we feel is right for them. A Radical Over Throw What if the auto industry took a step back and approached the Customer Experience from a different point of view? What if the dealership designed the Consumer Brand Experience from the decision makers point of view, flipped the lens and provided an experience that is tailored to this demographic? The golden rule that grandma preached as we grew up; treat others the way you would like to be treated is a thing of the past. The higher standard that is demanded by Customers in this day in age is the platinum rule- treat others the way they want to be treated. By designing your Customer’s Experience from their point of view, you would be able speak to what the Customer sees, hears, smells, and feels and ultimately close the “delivery gap” between perception and reality. Understanding your Customers (and the decision maker) I challenge you to take a close look at your Customer segments and create a customer profile for each of them. Go deeper than age, race, career and understand who your Customer is as a person. For example: Where do they shop, what social media do they use, and how do they spend their free time. This is the first step to seeing what the Customer sees and only then will you be able to understand how to provide an experience that will resonate with the them. With women holding 84% of the buying power in terms of the decision to purchase from you, you should ask yourself, would you sell a car to your wife, daughter, or mother in this fashion. It is essential to recognize that showing compassion and empathy play a huge role in how the female decision maker will feel about their interaction with you or how the husband, boyfriend, or son, communicates how they felt during the process. We need to speak to the emotions of our decision makers in order to speak to the limbic part of the brain that controls their decision making. Your Customers won’t remember what you said to them (they have already done their research), how you said it to them, they will, however, remember how you made them feel and that is what will form their perception of their
