The, Customer Experience Manual

Chapter 3

Emotions or how you feel and the customer experience

The ‘E’ word is of course ‘emotions’ – a word with which we are all familiar, and to greater or lesser degrees comfortable either acknowledging or talking about. This is true in our private lives and this difficulty we feel in talking about emotions transfers into the business world. While it is undeniable that emotions play a part in our experiences they are too often seen as too difficult to address or just a by-product of an experience rather than the critical driver. It is much easier to design processes around rational behaviour – if we do this the rationally thinking customer will do this. The reality is that we need to think not only about the rational but also the irrational ...