Trends Report

Understanding The Impact Of Emotion On Customer Experience

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

July 13th, 2015
Megan Burns, null
Megan Burns
With contributors:
Michael E. Gazala , Carla O'Connor , Ryan Trafton , Rachel Birrell


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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