{"id":7006,"date":"2020-09-01T00:00:00","date_gmt":"2020-09-01T00:00:00","guid":{"rendered":"http:\/\/prodim2020.wpengine.com\/four-ways-to-create-emotionally-moving-experiences-for-your-customers\/"},"modified":"2021-07-26T07:58:12","modified_gmt":"2021-07-26T07:58:12","slug":"four-ways-to-create-emotionally-moving-experiences-for-your-customers","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/four-ways-to-create-emotionally-moving-experiences-for-your-customers\/","title":{"rendered":"Four Ways to Create Emotionally Moving Experiences for Your Customers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Most brands are keenly interested in creating experiences that move their customers on an emotional level\u2014the trick lies in figuring out which factors companies can and should wield to elicit that response from the individuals they seek to serve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Experience outcomes have a lot to do with all the usual elements, like brand professionalism, but they also have <\/span><i><span style=\"font-weight: 400;\">everything <\/span><\/i><span style=\"font-weight: 400;\">to do with how customers feel before, during, and after an experience. Companies can only do so much to manage customers\u2019 feelings, of course, but that does include evaluating how those individuals feel as they share experiences and using that feedback to make meaningful changes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today we\u2019re going to touch on four ways that companies can create more <a href=\"https:\/\/inmoment.com\/resource\/why-creating-emotions-in-customers-is-key-to-cx-success\/\">emotionally meaningful experiences<\/a>:<\/span><\/p>\n<ul>\n<li><b>Identifying Customers\u2019 Emotional State(s) of Mind<\/b><\/li>\n<li><strong>Evaluating Emotions\u2019 Impact on KPIs<\/strong><\/li>\n<li><strong>Shifting Customer Emotions<\/strong><\/li>\n<li><strong>Empowering Staff &amp; Processes with New Intelligence<\/strong><\/li>\n<\/ul>\n<h2><b>Method #1: Identifying Customers\u2019 Emotional State(s) of Mind<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As we mentioned, companies can\u2019t control customers\u2019 emotions, but they can gauge how those individuals feel before and after an experience. Whether it\u2019s via a quick post-purchase survey, social media, or other listening tools, organizations can easily learn not just how their customers are feeling, but also how those feelings inform their decision to come to the brand for a specific need and what their impression is after the interaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This information is invaluable for meaningfully changing and\/or improving experiences, and gives brands a real shot at better managing customers\u2019 emotions as they interact with the organization. Of course, it should also mean a better experience for all parties involved.<\/span><\/p>\n<h2><b>Method #2: Evaluating Emotions\u2019 Impact on KPIs<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">This one probably goes without saying, but it really can\u2019t be understated how large an impact customer emotion has on KPIs. A customer who\u2019s made to feel angry, for example, probably isn\u2019t going to do wonders for a brand\u2019s retention or cross-sell\/upsell KPI. Brands should thus always view KPI improvement through the lens of customer emotion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This topic connects heavily to the idea of meaningful experience improvement as well. The most transformational process changes can ripple through an entire organization from the bottom up\u2014a better experience occurs, customers become happier, and all the best KPIs light up as a result of the positive emotions that experience improvement instills toward the brand.<\/span><\/p>\n<h2><b>Method #3: Shifting Customer Emotions<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">This point definitely forms a Venn diagram with our first method, but the idea of shifting customer emotions <\/span><i><span style=\"font-weight: 400;\">during <\/span><\/i><span style=\"font-weight: 400;\">an experience really deserves its own bullet. Brands shouldn\u2019t restrict their emotional evals to seeing how customers feel before and after an experience\u2014they should also evaluate what can be done to elicit positive emotions (and quash negative ones) in the midst of customer interactions with a brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This lens affords customer experience (CX) practitioners a chance to tweak experiences in truly meaningful ways and can be thanked for conventions such as, say, auto dealerships offering customers coffee while they wait for repairs. Likewise, every experience a brand provides should also be thoroughly evaluated for pain points, bottlenecks, and other broken touchpoints that risk upsetting customers. Brands that find and fix these areas will have shifted their customers\u2019 emotions mid-experience, which is powerful.<\/span><\/p>\n<h2><b>Method #4: Empowering Staff &amp; Processes with New Intelligence<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">To expand upon the point made at the end of the last section, knowing how customers feel only really means something if brands execute on those emotions. It also means that companies shouldn\u2019t confine that execution to a CX or customer-facing team. In fact, why not share those learnings throughout the business? Even teams who work far from the frontlines usually have <\/span><i><span style=\"font-weight: 400;\">something <\/span><\/i><span style=\"font-weight: 400;\">to do with providing a great experience, and should thus be let in on new learnings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, as we already talked about, process fixes are a must once companies have learned how experiences make their customers feel. Besides, actual fixes are really the only way that brands can create emotionally moving experiences for their customers in the first place. Using these methods as an improvement taxonomy can help any brand actually reach that goal.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Check out our full report on <a href=\"https:\/\/inmoment.com\/resource\/why-creating-emotions-in-customers-is-key-to-cx-success\/\">the importance of customer emotion<\/a> created by longtime CX expert Simon Fraser.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most brands are keenly interested in creating experiences that move their customers on an emotional level\u2014the trick lies in figuring out which factors companies can and should wield to elicit that response from the individuals they seek to serve.\u00a0<\/p>\n","protected":false},"author":9,"featured_media":6402,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57],"tags":[],"industry":[],"class_list":["post-7006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices"],"acf":[],"_links":{"self":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts\/7006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/comments?post=7006"}],"version-history":[{"count":0,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts\/7006\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/media\/6402"}],"wp:attachment":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/media?parent=7006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/categories?post=7006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/tags?post=7006"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/industry?post=7006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}