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Bob Black, one of our podcast listeners, loves our ideas about evoking specific customer emotions. However, he hasn’t the faintest idea of how to do it from a practical sense. As someone who appreciates the practical application of an excellent theory, Black’s pickle stood out as one I wanted to address here with you readers, too.
In my experience, many organizations fail to evoke a specific customer emotion. Most people agree that customer emotions are essential to an experience. Still, when you ask them what emotion they are trying to evoke, they tend to gravitate towards terms like “positive” or “favorable.” These are not emotions, nor are they specific.
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