Customer Emotion

We measure Customer Emotion

It’s hard to display your Company Effort to customers without engaging with them emotionally. Both Customer Effort and Customer Emotion strongly influence the Customer Experience and can significantly impact your organisation’s bottom-line.


When a customer interacts with their product & service providers, then these interactions create an emotional connection – be it good or bad. This is especially true in instances where the customer is attempting to resolve a problem, issue or complaint as their emotional status may already be ‘fragile’. A poor service experience – including non-resolution of the customer experience – can provoke negative emotions which live long in the memory and will influence the future behaviour of customers.


It is suggested that almost 50% of any Customer Experience is made-up of emotion [1]. With such a high proportion of any customer interaction being judged on an emotional perspective (as well as rational elements), then it is imperative organisations ensure they are driving a positive emotional experience. As an example, 2016 research [2] suggests that emotion in Retail Banking is one of the weakest elements of a Customer Experience.


With many organisations doing little to understand how their customers feel and what drives (negative) customer emotions during service interactions, those organisations who proactively seek to understand and improve these emotions can earn competitive advantage as well as business success. Where some view negative emotions as a problem – others see opportunity!


By understanding and addressing the drivers of negative customer emotions, organisations can deliver a more positive customer emotional experience and earn the resulting commercial benefits. Companies who deliver a positive emotional experience have seen customer loyalty improvements which include [2]:

• 15x more likely to recommend the company [NPS]
• 8x more likely to trust the company
• 7.8x more likely to try new products offered by the company
• 7x more likely to purchase more from the company
• 6x more likely to forgive a mistake  


By generating positive feelings with your customers and combining with company efforts to make the service experience as effortless as possible, organisations are likely to enjoy stronger, more engaged relationships with their customers.  


Such people ‘skills’ as actively listening to and understanding customer issues, empathising with their situation and then providing reassurance you will attempt to resolve as quickly and painlessly as possible is likely to position your organisation in a positive light and engender positive feelings among customers. With many industry sectors experiencing a more competitive than ever before, the importance of retaining existing customers only grows.


To aid such retention efforts, organisations who deliver positive emotional experiences to customers during service interactions can drive long-term, sustainable customer loyalty.

What is your organisation doing to deliver positive customer emotions to the heart of your service experience?

[1] How Emotions Drive a Customer Experience,  Beyond Philosophy, August 2012.

[2] The (Large) Connection Between Emotion and Loyalty, Tempkin Group, August 2016.