Customer Emotions Briefing

Customer Emotions – Their Impact on Your Business

An in-depth briefing that looks into the role that customer emotions play in determining satisfaction and loyalty. Starting with an exploration of the research around how rational and emotional thinking influence decisions, your presenters will demonstrate how this impacts all businesses. Presenting new survey findings, you’ll gain a valuable insight into which brands and companies are loved or hated by the UK public and more importantly what this means for your organisation.

Attend this briefing and you’ll learn how to:
• Understand the role emotions play in customer decision making – purchase and repurchase
• Manage and maximise positive emotions about your brand and business
• Manage and reduce the effect of negative emotions
• Gain a balanced understanding of the rational and emotional drivers of customer loyalty
• Learn which companies customers love and hate, and why
• Learn how to measure your perceived position in the market
• Understand the actions that create or heal negative emotions

Agenda
Part 1: Emotional thinking
• How it works
• The role of emotions
• Are emotions irrational?

Part 2: Rational thinking
• Satisfaction
• Value judgements
• Rational choice theory

Part 3: Drivers of customer loyalty
• Bradley Gale’s theory of relative perceived value
• Jan Hofmeyr and emotional commitment
• Image
• Loyalty—rational or emotional?

Part 4: Survey evidence
• The best companies, and what customers love about them
• The worst companies, and what customers hate about them
• The actions that minimise negative emotion

Part 5: Conclusions
• Beyond the hype—customer emotions and business performance
• Putting the theory into practice

This briefing is scheduled to run from 09:30 to 12:30 with a mid-session coffee break.

Book this course now