Summary
Executives often prioritize easy and effective digital experiences but overlook the importance of emotional engagement, missing a critical aspect of customer loyalty and brand differentiation. Emotionally positive digital experiences require more than just user satisfaction or the elimination of negatives; they necessitate a nuanced understanding of human emotions. This report provides digital leaders with a three-step approach for creating emotionally positive experiences: understanding the emotional spectrum of the journey; determining opportunities to shift emotions; and shifting emotions through functionality, content, or UX.
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