Why the Strength of Customer’s Emotion is Critical
Customers’ emotions are a critical part of Customer Experience. Our research shows that over 50 percent of a Customer Experience is about customer emotions. Furthermore, we know that emotion drives customer behavior. Having awareness of what emotions your experience evokes when and why is critical to your Customer Experience Outcome.
However, did you know that in addition to being aware of the what, when, and why of customer emotions, you should also know how much intensity they feel them with at any given moment? If not, don’t worry; you are not alone. Many organizations do not pay any attention to the intensity of customer emotions and then wonder why things happen the way they do in their other metrics like sales growth and profitability.
The amount of any emotion that a person feels affects many things about Customer Experience. The most important one is how their memory of it forms. According to Nobel-Prize winning economist Professor Daniel Kahneman’s Peak-End Rule, what we remember about an experience is our most intense emotion and how we felt at the end.
So, you might be thinking, who cares about their memory of the experience? The fact is you should because people do not choose to come back to you based on their experience; they return based on what they remember about your experience. If they remember how intensely disappointed they were with their experience how likely will they be to buy more from you?
For all these reasons, we believe that it is essential that your customer-facing employees can not only recognize the emotion a customer feels, but they should also know how intensely they are feeling it.
This episode of The Intuitive Customer explores all the reasons that the strength of customer’s emotions are critical and what effects it has on the Customer Experience. It turns out, the what, when, and why are incomplete until you know the how much, too.
The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers.
To find out more about how your organization’s marketing can improve customer loyalty and retention, contact us at www.beyondphilosophy.com.
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