What is customer emotion ?
Customer emotion is a measure of how customers feel about their experience with a company. Customer emotions are complex. The importance of customer emotion can be summed up with this quote: “Customers may not remember the quality of your product, but they will always remember how they felt during their customer experience.” Why are customer emotions so important for companies ? Customer emotions are important because they directly influence consumer satisfaction, loyalty and purchasing behavior.
Positive emotions can strengthen loyalty, encourage positive word-of-mouth and increase retention, while negative emotions can lead to unfavorable reviews, customer loss and brand image deterioration. Understanding and managing these emotions enables companies to improve the customer experience, tailor their offers to real needs, and stand out in an increasingly competitive market.
How do emotions influence purchasing decisions and brand/product perception ?
When customers experience positive emotions, such as joy, surprise or satisfaction, they are more inclined to make impulse purchases and develop a lasting preference for the brand. These pleasant emotions reinforce their positive perception of the product or service, which can lead to increased loyalty and enthusiastic recommendations to friends and family.
On the other hand, negative emotions such as frustration, disappointment or anger can have devastating effects: not only can they dissuade customers from finalizing a purchase, but they can also lead them to express their dissatisfaction publicly, which can damage the brand's image.
Traditional methods for collecting emotions
- Digital simumations
- Voice and facial expression analysis
- Implicit and explicit analysis
- Eyetracking