When I was in corporate life, my boss asked me to improve the Customer Experience and do it for the least cost. I remember thinking, “Ok. Sure, but….what is a Customer Experience?” Nobody knew back then. I defined it for myself as the mix of rational and emotional parts of an interaction with a customer, which later became my first book, Building Great Customer Experiences (Palgrave Macmillan, 2002). This idea was revolutionary in that day, but today, the business world has more or less accepted that emotions are a significant part of interactions with customers.

Once you realize that emotions are a significant part of the process, it is time to work them into your business strategy. Today, I will talk about five rules for measuring and managing customer emotions that we shared on a recent podcast.

The 5 Rules for Measuring and Managing Customer Emotions

  1. Be specific.
  2. Define which emotions drive the most value for you.
  3. Measure the specific emotions across the customer journey.
  4. Design the emotions into your journey maps.
  5. Train your people on how to evoke emotions.

Let’s take a deeper dive into each of these.

read more…