The Emotional Experience

Surprised couple shopping.

Emotions drive everything we do.

More than half the typical customer experience is emotional. Everyone wants loyal customers. Consider the meaning of the word loyalty. Who are you loyal to? Your answer is almost assuredly family and friends. Why? Because there is an emotional bond.

A quick look at your customer complaints will easily demonstrate just how emotional they can be, yet most organizations ignore this fact and concentrate their experience on the “what” rather than the “how.”

A well-designed customer experience triggers emotions that have a positive effect on customer retention and customer loyalty. Effectively, a great experience transcends the rational/physical attributes of the literal product (quality, price, delivery, quantity) – or the “what” – and becomes part of the product itself. The irony is that right now your customers are feeling emotions with your customer experience; the issue is that you have no control over them and they are not deliberate. To retain customers and create loyalty you must design an emotionally engaging experience.

But be careful: you must also be specific. There are many emotions that you can evoke and some destroy value in the customer relationship.

All organizations also have an Emotional Signature® that outlines the level of emotional engagement an organization has with its customers. Research we conducted for our book, The DNA of Customer Experience: How Emotions Drive Value, shows that there are twenty emotions that drive and destroy value. We can statistically prove the link between these emotions and customer loyalty and customer retention. We can also show the statistical link between these emotions and:

  • How much revenue each drives,
  • What effect those emotions have on your brand,
  • Your Net Promoter Scores, and
  • Overall customer satisfaction.

This applies equally in business-to-business and business-to-consumer environments.

Once you understand the level of emotional engagement you have with customer and what is driving and destroying value, you can focus on design and delivering an emotionally engaging customer experience using Moment Mapping.

Contact us today to start mapping the journey your customers take with your organization.