One key aspect of customer experience that cannot be overlooked is the role of emotion. In a recent podcast episode of the Delighted Customers Podcast, Phil Nanus, Executive Vice President at Salesforce, shared his insights on the importance of delivering great experiences to customers.
Emotion plays a significant role in shaping how customers perceive and feel about their interactions with a brand. As mentioned in the podcast, Gartner’s definition of customer experience includes the perception and feelings that customers have about their interactions with a brand, employees, and stakeholders. It is not just about what happens on the customer journey, but also about how customers feel about their experiences.
Emotion drives customer experience by creating memorable and meaningful interactions that leave a lasting impact on customers. For example, the podcast mentioned a personal experience at Disney where a cast member made the speaker feel joy and happiness, creating a magical experience. This emotional connection with the brand is what sets businesses apart in the eyes of customers and builds loyalty.
In the case of Salesforce, the company’s approach to customer success management includes creating emotional connections with customers by helping them nurture relationships and deepen connections throughout the customer lifecycle. By providing personalized experiences and leveraging data and AI technology, Salesforce is able to enhance the human experience and drive more sales for their customers, as seen in the example of Gucci.
Furthermore, the use of AI, such as Salesforce’s Einstein platform, can enhance customer experiences by providing insights and recommendations that improve customer interactions. However, it is important to take a conservative approach to AI implementation to ensure that it aligns with the company’s values and goals.
Emotion plays a crucial role in driving customer experience by creating memorable interactions, fostering loyalty, and ultimately driving business success. Businesses that prioritize creating emotional connections with their customers are better positioned to differentiate themselves in the marketplace and build long-term relationships with their customers. By understanding the importance of emotion in customer experience, businesses can create a customer-centric culture that leads to satisfied and loyal customers.
