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Emotive CX: Four questions to help you build a more effective strategy 

A contact centre agent delivers emotive CX.

Customers won’t always remember what you do or what you say. But they will remember how you made them feel. 

Customer experience expert Martin Hill-Wilson presented a fascinating session on Emotive CX at Puzzel’s annual customer service conference this year.  

Emotive CX is an emerging discipline in the customer service world – one that recognises the important role that emotion plays in delivering successful service outcomes and ultimately driving deeper customer loyalty and higher lifetime spend. 

“Customer satisfaction, at the end of the day, is mainly influenced by how you feel during simple service interactions. And if customers walk away feeling valued and appreciated, there are clear benefits in terms of advocacy and loyalty. But have you operationalised this insight? Are you deliberately and systematically managing your CX from the perspective of emotion?” Martin asks. 

Organisations often spend so much time perfecting the functional experience of their customer service – making sure customers get what they want in the fastest and easiest way possible – that the emotional experience gets neglected. But Emotive CX can help elevate your brand and set you apart from your competitors. 

Here are four questions to help get you thinking about Emotive CX in your contact centre.  

Are you creating moments your customers will remember? 

The human brain cannot process and store an infinite amount of information. Instead, we tend to remember highlights and lowlights from our day and the moments that made us feel something. So how can your contact centre agents create these emotional moments that your customers will remember and share with their network?

Are you identifying your customers’ specific emotive needs? 

The more attentive you can be to your customers’ specific emotive needs, the more satisfied they will feel. Are they feeling ignored? How can you make them feel listened to. Are they feeling worried? How can you help them feel more confident? Simply striving to make all customers feel happy and excited risks ignoring the real reason for their dissatisfaction in the first place and can feel generic and impersonal.

What role should humans play in your customer journey? 

With simple customer requests now able to be handled by bots and other self-service channels, many organisations are wondering what role their human agents should play within their customer journeys. As technology advances, humans will still have an important part to play in establishing, strengthening and repairing relationships with customers. Martin recommends inserting a human touch into the touchpoints most important and valuable to your brand.

Are you supporting your customers when they need you most? 

In times of crisis, customers need extra care. So now more than ever, customer service teams must find ways to connect with their customers on a deeper level or risk losing out to their competitors.

Martin says: “Emotion impacts retention. We are now in a world where customers have woken up to their habits and they’re trying new brands out. As a result, it’s become particularly difficult to keep customers and we need to be much more conscious of our strategies around how we lock them in and engage with them”.

For more insights from Get Connected 2021, check out our top three takeaways from the event.

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