Why do we design rational Customer Experiences when people are irrational? Rational experience designs are born of the notion that we are logical beings. However, emotions, not logic, drive our behavior, particularly as customers. Nevertheless, moments in an experience betray the fact that many organizations ignore the role emotions play in Customer Experience outcomes.
Imagine you are in the waiting room at your dentist. You’ve had a pain twingeing at your back tooth for a few days now and you’re terrified it’s going to need a root canal – you hate root canals, everyone hates them.
But while you sit there, nerves jangling, you notice there is gentle, quite relaxing music playing and it starts to make you feel a little less nervous. There’s also a delicate, not overpowering, pleasant scent in the air… is that cinnamon?
If you were to guess whether Millennials prefer to buy online (on their phones) or in brick-and-mortar stores, what would you guess? No Googling, either.
If you guessed online, you are wrong. Per the Trendsource 2017 Retail Industry Report, it seems that millennial shoppers prefer physical stores for fashion, home improvement, and electronics. This news is ideal for retail, a sector repeatedly told they are the Beta Max or Laser Disc of tomorrow’s commerce preferences.
Theory is one thing. Implementation is another. Ideas are useless if you can’t apply them.
The idea I often share is that customer emotions influence over half of your Customer Experience. However, just knowing customers are emotional doesn’t help your business… .unless you know how to use this information to improve your business outcome.
The emotional side of the Customer Experience (CX) is often ignored, which is a big mistake in today’s competitive business environment. Since emotion influences more than half the typical CX, deliberate structuring of your emotional CX is essential. When you cultivate customers’ positive emotions, it improves your CX outcomes and serves as an enormous competitive differentiator.
It was a slow summer at movie theaters and Hollywood is blaming an unlikely culprit: the online review site Rotten Tomatoes!
The New York Times reports that studio executives aren’t fans of the way the website aggregates reviews from critics and audience members. If you aren’t familiar with Rotten Tomatoes, it assigns movies a percentage score based on the relative number of positive and negative reviews. A score of 60 or above gets a red tomato icon. Lower scores are marked with a green splat.