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For Customer Experience Professionals

Understanding The Impact Of Emotion On Customer Experience

Emotionally Savvy Brands Combine CX Discipline With Empathy To Make Customers Smile

July 13, 2015

Primary author headshot


  • By Megan Burns
  • with Michael E. Gazala,
  • Carla O'Connor,
  • Ryan Trafton,
  • Rachel Birrell

Why Read This Report

Companies work hard to improve customer experience (CX) but often emphasize its utilitarian aspects of effectiveness and ease rather than emotion — how interactions make customers feel. This report explains why their bias toward the rational side of CX limits the loyalty boost that they can get from CX. It shows just how strong the link is between emotion and customer loyalty and lays out the basic rules that govern our emotional response to the world around us. Finally, it offers CX pros a set of proven best practices and tools that leading companies use to anticipate customer emotions, design experiences, and coach employees so that customers consistently walk away feeling good about the experience they just had.

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Table of Contents

  • Brands Are Fixing The Utilitarian Dimensions Of Customer Experience
  • CX Pros Need To Understand Four Basic Rules Of Human Emotion
  • Emotionally Intelligent Brands Merge CX Discipline And Empathy
  • Technology Is Part Of The Problem And Can Be Part Of The Solution
  • What It Means

  • Emotion Will Change The Look Of The CX Toolkit And The CX Team
  • Supplemental Material