What emotions should an organization strive to instill in its clients to increase their satisfaction and, over the long run, their loyalty?

The conclusions of a significant study by Colin Shaw make it possible to identify 20 emotions, grouped into 4 clusters that have a statistically considerable influence on the creation of a positive or negative emotional value after a customer experience. These emotions are the reason your customers buy or don’t buy from you.

• Destroying Cluster: This set of emotions includes 8 specific feelings, such as irritated, hurried and disappointed. These emotions must definitely be avoided, because they are the source of a negative emotional value. You need to make sure that your customer experience does not lead to any of those emotions.
• Attention Cluster: This set of emotions encompasses 5 specific emotions, for example, energetic, exploratory and interested. These emotions also directly impact your customers’ spending. So you need to color your customer experiences with these emotions and ensure that they remain steady from one experience to another.
• Recommendation Cluster: This group of emotions includes feelings such as trusting, safe, cared for and valued. These emotions are the foundations of customer loyalty.
• Advocacy cluster: This set of emotions consists of only 2 emotions, happy and pleased. So, if you think your customer experience lacks situations that create these emotions, you have some work to do if you want to foster your customers’ loyalty.

You need to identify and measure these emotions to grow your customer experience. Don’t be shy about contacting us to set up a customer experience measurement program in your organization.

Source: https://www.mycustomer.com/experience/engagement/the-20-emotions-that-drive-or-destroy-value-in-customer-experience