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Emotions: The Secret Ingredient to Your Successful Customer Experience

December 16, 2019

Is a silent customer a satisfied customer? If you answered yes, then think again, because you are making a mistake!

Even though customers feel a lot of emotions, they do not always tell you how they feel. According to Frédéric Durand in an article published on RelationclientMag.fr, simply satisfying your customer is no longer sufficient. In fact, customer satisfaction is a minimum requirement, and without true emotional awareness, your quest to create a positive customer experience will always be unsuccessful.

Moreover, creating emotions is what can differentiate you from your competitors. It is the moments of true positive emotion, such as delight, that define a successful customer experience and in turn, improve customer loyalty.


Empty words. They promise a lot, but accomplish little. When clients expect a result and are presented with a less satisfying one, the main emotions that they feel will be:

Anger, so they want you to listen to their opinion
Frustration, because they want an apology
Disappointment, and then they won't trust you anymore

Their emotions will not always be expressed explicitly, but if clients feel any of these three negative emotions and you do not make changes to satisfy them, they will become detractors from your brand.

Not good, right? So, understanding these negative emotions is important in building a successful customer experience. However, you can also learn from your successes, so it is equally valuable to discover what brings your customers positive emotions.


What your clients really want can be shown through their positive emotions. They seek sensations, interaction, and they want you to create emotion for them.

Your customers want to experience:

Surprise: Your products should exceed their expectations; you should go above and beyond your competitors.
Joy: Your customers want to smile. Make them sing their hearts out and spread happiness.
Gratitude: Make your customers feel appreciated. A simple “thank you” has the power to make your customer feel that much closer to you, especially when your competitors fail to do so.


Listen to your clients. Analyze their emotions, understand them, and make them happy. Your clients have a double-edged sword. Through calling you on the phone, contacting you by email, completing your questionnaires, and expressing themselves on social networks, they evoke emotions everywhere, but both good and bad. It is therefore important to understand the complexity of these emotions and in turn how to interpret them, in order to provide a successful customer experience.

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