Joana de Quintanilha, VP, Principal Analyst

Show Notes:

Did you know that frustration can strengthen a customer relationship? Under the right circumstances, negative emotions boost retention and loyalty. In this episode of What It Means, we share VP and Principal Analyst Joana de Quintanilha’s session from CX EMEA 2020 exploring emotion and customer journeys.

It’s counterintuitive to say that negative emotions can lead to positive customer journey outcomes. But as de Quintanilha describes, Fidelity discovered just that. Its customers weren’t looking for seamless ease when granting people permission to make trades on their account. Customers were willing to endure a level of frustration and stress as they jumped through various security hoops because it contributed to the feeling that their account was being well taken care of.

While delight is important, it’s only one ingredient in the recipe for a successful journey. For example, if you’re a mortgage lender, your customers may value feeling confident more than delighted because buying a home is an anxiety-producing, expensive, and complex undertaking.

To learn more about crafting emotionally resonant customer journeys, listen to the full episode. For the latest insights, best practices, and strategies around building connected and effective customer journeys, register now for the CX North America live virtual experience on June 7–9.