A part of our mission is to share our thoughts and vision on why emotions are so essential for businesses.

In this context, we have had the opportunity to share our thoughts in a long article published on a well known blog : SmartInsights.com

Here is the summary of the post and if you wish to read more, follow this link.

How acknowledging your customers’ emotions helps Improve your customer experience and business performance

Every business would like to uncover the secret of the best customer experience. Customers have always run the business–no customers, no business–but this saying has never been more true than in the digital era. Brands that appeal to customers are those with added value, great features and an easy, frictionless experience–and we’re not talking about reduced prices here.

Here’s how most companies try to improve their customer experience: through surveys or market research, they find out what customers want or need and try to fulfill that need.

Sure, it’s important to understand what customers want and know how they want to be served, and to use this information to guide your strategy. That’s a basic business principle. The problem is that many companies have forgotten the basics–they forgot that emotions actually drive customer choices.


Continue reading on SmartInsights.com

David is an entrepreneur and a digital marketing professional with 17+ years’ experience. He owns an Executive MBA from the Louvain School of Management. He also gives lectures in Belgian business schools.

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