More than satisfaction, customer emotion is the underpinning factor in the customer experience..

Everything is an emotional buy; everything. Whether buying a cup of coffee, a holiday, a car, or a house. Our emotional reaction to a service transaction is the fundamental
driver of the purchasing decision. But more importantly, it’s a determining factor in customer retention and loyalty. More than satisfaction, customer emotion is the underpinning factor in the customer experience; what it’s like to do business with the product or service provider.

Yes of course rational thought, reflection, consideration of pros and cons may be part of the buying decision, but an emotion definitely will be. One’s feeling, sense, intuition, gut reaction and experience of the interaction will play a significant part in the buying decision.

This example illustrates the point. I was walking through a shopping centre with a colleague recently. We walked passed a well known coffee shop and I suggested we stopped and had a coffee. My colleague immediately responded with a suggestion that we should go further into the shopping precinct and around the corner to his favourite coffee shop. “I like it there,” he said. Not, they do better coffee, it’s less expensive, or I have a loyalty card, but “I like it there”. In fact he liked it so much that he was willing to take us out of our way in order to get that cup of coffee. This was
an emotional reaction. No rational and logical weighing up taking place; a simple
instinctive response.

Why is this important? Joe Espana answer that question in the full article.

Read the full article published at Return on Behavior Magazine

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