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Published on May 22, 2020  - Updated on December 01, 2023

How to improve the client's emotional experience?

Discover the treasures behind your customers' emotions. Every day, thousands of comments are posted by consumers on brands across social platforms. All these comments are an incredible source of information, if you know how to use them.

The effect of emotion on our experiences

When was the last time you felt emotion? Chances are you're feeling them right now, because they're rooted in every moment of our lives: in our reactions, our decisions and even our memories. However, emotions are very personal. For example, some people may feel happy when they see a dog and decide to pet it, but others may feel fear instead, which pushes them away. That said, such acts are rather instinctive.

Even experiences that tend to warrant more thoughtful responses and decisions are emotionally charged, such as buying a new car. For this reason, we remember these types of experiences better. If an experience is not too emotional (like petting a dog), we tend not to think about it in retrospect, but our responses and decisions about highly emotional experiences like buying a car are more meaningful as a result. The same logic applies to consumerism. Offering an emotional experience to the customer, beyond the satisfaction of basic needs, can create a stronger bond between the customer and the company. Such a connection makes the customer more likely to come back, a valuable difference because even a 5% increase in customer loyalty can lead to a 75% increase in company profitability (Harvard Business Review). In addition, the customer is more likely to recommend the company to others, because a satisfied customer can make recommendations to up to nine other people (Feedier).

Understanding the complexity of customer emotions

In order to create an emotionally focused customer experience, a company must first understand the complexity of the customer's emotions during interaction with the customer.

In addition, it is important to avoid judging interactions simply as positive or negative because this measure does not sufficiently assess the interaction with the customer.

For example, imagine that you go into a store to buy a computer. You are immediately greeted with a refreshment and then assisted by an employee who takes the time to answer all your questions and set up the computer of your choice. Has your interaction been a success in the eyes of the company? Yes, you made a purchase, but you must have bought items in countless stores and only returned to some of them. However, stores are much less likely to provide an enjoyable experience, and chances are you've returned because you can rely on employees to understand your needs and improve your customer experience.

Every customer has different priorities, and taking the time to understand them allows the company to better meet those needs and interact with them on a more personal level. When customers feel understood and cared for, they are more likely to associate their experience with stronger positive emotions, rather than simply having their basic needs met. In fact, there are seven primary human emotions (happiness, surprise, calm, fear, sadness, anger and disgust), all of which can be attributed to any aspect of a client experience.

In addition, customer emotions can change throughout the experience with the company, the service or the product. Suppose you go to the bank. You get a warm welcome and a coffee at the entrance, you have to wait forty-five minutes for help, and then you have an interaction with a banker who will solve your problem and provide you with information. Now imagine how you would feel after each point of contact, perhaps happy, bored, and then relatively calm and satisfied. Because each of these points in the customer experience generates a different emotion. It is more useful for a company to analyze the customer experience at each stage of the interaction than to summarize it. In this way, the company can focus on details of the customer's emotional experience, rather than trying to find areas for improvement based on vague comments.

Detecting emotions in client feedback

It is by keeping these aspects in mind that a company can determine exactly how to capitalize on the emotions arising from customer feedback. The challenge of gathering customer feedback to analyze their experiences and emotions may seem tedious, but in fact, a significant amount of data is already available through online notices, email, customer service, questionnaires, and other forms of information gathering for most large groups. In fact, of the companies that provide the best customer experience, 70% use customer feedback, compared to the industry average of 50%. (HuffPost)

Create an emotional customer experience with Qºemotion

Because such responses usually only contain underlying emotions, it is naturally difficult to decipher a large amount of them manually, but our solution CXInsights.io by Qºemotion allows you to reliably and efficiently analyze thousands of customer reviews, and more! Thanks to an emotional analysis of customer reviews, Qºemotion provides all the information companies need to improve the customer's emotional experience. Its advanced platform can synthesize large amounts of data to measure emotional trends and the intensity of customer feedback. Qºemotion assigns to each emotion a temperature, with more positive emotions associated with higher temperatures, and with these results, companies can reduce customer irritants to create a more positive emotional customer experience. For example, as shown in the image on the right, Qºemotion shows this airline that its biggest point of success is establishing trust with its customers, with a temperature of 34ºC, but its biggest point of improvement is its transport times, with a temperature of 16ºC.

In addition, the thematic and sub-thematic parameters of the platform allow companies to focus on the details of customer service and fine-tune their product. The airline, for example, can examine customer experiences before their arrival, at the departure airport, on board the plane, and at the arrival airport to dissect the data into useful pieces. In addition, Q°emotion can also assess staff skills, such as their role, availability, and can offer even more detail.

Thanks to CXInsights.io, companies can take a closer look at areas of the business that need improvement via the emotional experience of their customers.

Emotion at the heart of the customer experience!

With the company's rapid technological advances, it is important to remember that human emotion is at the heart of any customer experience. Therefore, providing not only a satisfying service, but also an emotional customer experience, is invaluable to companies. This is why, despite the use of advanced software, Qºemotion keeps emotion at the center of its work. Although handling thousands of customer comments can be daunting, Qºemotion is up to the challenge and can help your company analyze your customers' emotional experiences!

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