How Customer Experience Management Drives Emotions

Customer experience

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The perfect Customer Experience Management combines technology and emotions. The goal is clear: you need to know how your customers feel while experiencing your website or product. Have you tried to do it manually? Almost impossible. The numerous touchpoints make the task hard and time-consuming, but new technologies specialized in customer experience management are crucial to success. Let’s see why and how.

Why Customer Experience Management needs emotional marketing

Let’s start from the beginning – why should brands care about people’s emotions?

It was June 2019 when Forrester Consulting published a study about how emotions can impact customers’ decision-making. The result was that “the way customers think and feel predicts how they act.” The paper analyzed data from 120,000 online consumers, ranking 300 brands across 21 industries.

Client experience needs to consider the human factor. The more you engage and connect with your customers’ emotions, the more your brand will benefit from that.

Luckily for CX, many brands are starting to understand the importance of emotional marketing throughout the customer journey. Research from Harvard Business Review says that fully connected customers are 52% more valuable, on average than those who are just highly satisfied.

On the other hand, until now, brands don’t know their customers well enough to understand the reasons that drive their actions. The reason is simple – they are more challenging analyzing than data, which appear to be more tangible.

How to connect with customers’ emotions and boost the customer experience management

Once you understand that creating an emotional bond with your customers is crucial, you want to give them an unforgettable customer experience. Attracting customers is not a matter of products. It is a matter of relationships.

But how?

There are several ways brands can connect with customers, and lots of them are more linked to the brand identity and its way of communicating with people than to the products.

Let’s see a couple of them together.

Tell a story

As humankind, we love stories. They are one of our favorite ways to understand the world around us. They speak to our heart, we remember them, and we feel engaged.

Stories are comfortable for human brains, that know them well, they activate parts of the brain itself, and they are strong emotion drivers.

So, as a brand, why not use the same strategy to connect with your customers?

You can create stories around your products – do you remember the 1984 references by Apple? -, or engage your audience by asking them how they discovered your brand, which one is their favorite product, or even sharing their photos on social media while they use it.

Stories are a crucial part of us, and they work – so make them work for us!

Create a strong brand

Many people develop a strong emotional relationship with their favorite brands. An example is the famous “love marks” from Apple to Coca-Cola: every consumer knows them, and every brand wants to become like them.

However, even if you are not Coca-Cola, this does not mean that you can skip the creation of a strong brand.

Even this can be a part of the story you want to tell. Most importantly, your brand needs to develop an emotional connection.

To make them feel engaged and understood, work on your brand’s tone of voice, values, and relationships with your customers. Be honest with them and try not to break their faith in you – it would be a disaster. A Salesforce white paper shows that misunderstanding is not admitted and has a dramatic impact.

Customer Experience Management Impact

Take care of your presence online

You may have the most robust and most fantastic brand on the market, but it is useless if no one knows about it – mainly your target and buyer personas.

How is it related to an emotional bond with your customers? It’s easy – it is one of the healthiest ways to create a connection with them. If you study and apply a strategy tailored to your customers, it will repay. You may create a weekly or monthly newsletter with pieces of advice. You may start a blog about your job.

Having a strong presence online is important because your customers will always know where they can find you, they will not forget you, and they may even start waiting for some appointments with you – i.e., the newsletter.

Moreover, do not forget to combine your presence online with your brand: explain your values and use the same brand identity to make sure your audience will recognize you.

Naturally, it would help if you were sure that the content you propose is of high quality.

Also, do not forget relationships – talk with your customers and prospects, listen to what they say and create a stimulating conversation, which brings us to the next point.

Take care of your customers and prospects

People remember how you made them feel, and your customers are people. It is crucial that in your communication, you try to take care of them at best.

Have you ever analyzed the sentiment of the comments on your social media pages? Do you know if your customers are excited or unhappy about your product? Did it happen that someone asked for help but nobody ever answered?

Ghostwriter AI CX Analytics enables you with actionable data that help you make your decisions.

Emotions carve our behavior deeply. We should keep our clients happy: they will remember how helpful, caring, and ready to answer we are.

How to analyze emotions

Emotions are complex to analyze, but today Artificial Intelligence helps keep track and analyze data fast.

Thanks to Natural Language Processing (NLP) and AI algorithms, you can run sentiment analysis and understand how your customers feel.
Feedback, reviews and phone calls can give you data to make your customer experience memorable.

Are they sarcastic, or do they appreciate your work? Is that irony, or are they serious? Distinguishing the nuances is not for all, but Ghostwriter AI has already supported happy customers in taking the right steps.

5 things you can learn from customers’ emotions for a great customer experience 

Can we learn something new from our clients’ emotions?

The answer is yes, and we decided to give you five examples of how you can do it and boost your customer experience management.

Know about your audience’s needs

You can analyze people’s emotions, and one of the best things is that it can help to know more about your customers’ needs. If you see how they feel, you will have easier access to what they crave and who they are.

One of the most effective ways to know more about them is to segment your audience, even better if with Artificial Intelligence. If you cluster your audience with the right criteria, you can target messages more effectively to your customers, parting the ones with similar characteristics and needs.

Thanks to AI and our target analysis tool, you will be able to segment your audience in the most effective way possible.

People can develop affection for a brand.

Even you probably have a favorite brand. It may be a kitchen tool one, a fashion one, or even a tech one. If you think about it, you will understand how much you trust it and how you always feel well when you need to buy or ask. You love that brand, and you love it also because of its customer experience.

Even if you are not a very notable name, a champion of customer experiences like Apple or Amazon, stay on track. Make all your effort to give your customers the same fantastic experience. Make them feel loved, create useful content, take care of their feedback, be present, create a comfortable and user-friendly interface. They will be glad, and you too.

Emotions deeply affect the experience.

If something goes wrong during a customer’s experience, no panic and have procedures. When something fails, humans tend to get angry, and emotions have a huge role in our perception. A straightforward approach helps to stay focused on customer success and manage the issue. 

However, we all are humans. Try to keep their emotions as positive as possible.

Negative emotions have a dramatic impact.

Negative experiences have a more significant impact on people than positive ones. Unsatisfied customers tend to comment more and have a more substantial number of conversations on their expertise. On the other hand, people that had no problem tend to claim less about it. Investigating the reasons behind complaints help to understand, improve, and decrease the churn.

Make things more comfortable with making the customer happier.

Nothing is more annoying than a long, complicated path to reach a product. “Only 29% of brands ranked satisfaction as the top factor in customer loyalty, overvaluing “feeling important” and “being a part of something special.”.

Brands could change or simplify their path to make the customers happier. The clients’ satisfaction is a huge element to make them loyal and content, and streamline a couple of things.

The customer experience design is as important as the customers’ feedback.

You can use tools, like Hotjar, to track the navigation behavior, or analyze your Google Analytics to check up your customers’ interactions.


At the end of this journey, we learned that brands should not underestimate the emotional part to connect with their customers and prospects.

Moreover, connecting with customers is crucial, but it is not automatic. You need to plan your steps carefully. Remember that the first thing you need to know them as deep as possible, having their features and needs clear.

Remember that people show love to brands they appreciate; by consequence, you have to create an engaging story to tell, share your values with your customers, make the buying process as easy as possible, and taking care of them.

The longer you keep a smile on their faces, the better for your brand.

How’s your customer experience going? Do you already follow any of these suggestions?

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