The Emotional Experience

50% of a customer experience is about emotions

Here is a surprise for you: customers are people. It is a constant surprise to us why organizations persist in treating customers as if they are transactions, costs and risks - something to be processed and managed. As customers are people they should be treated as such and with the recognition that people are driven by emotions in everything we do. Our research shows over 50% of a Customer Experience is about emotions. Just read the customer complaints you receive and you will see how emotional they are.

Our research for the The DNA of Customer Experience: How emotions drive value, independently vetted by the London Business School, shows there are twenty emotions that drive and destroy value. We can show the link between evoking emotions and driving revenue, brand, Net Promoter scores, customer satisfaction of whatever your organization defines ‘value’ to be. We have also discovered that all organizations have an Emotional Signature®. This is the level of emotional engagement an organization has with their customers.

It is critical in Building a great Customer Experience that the emotions (and the moments of the experience that evoke the emotions) that destroy value are eliminated or reduced as much as possible and the emotions that drive value are enhanced. Proper experience design enables you to deliberately deliver an emotionally engaging, value-driving, well-differentiated customer experience.