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Feeling Good Is Good For Business


Written by Scorebuddy


This is part one of three blog posts that discusses Emotive CX; what it is, how to measure it, and ways to take action and drive results. We begin in part one by defining Emotive CX. In part two, we demonstrate how to measure and quantify it, and in part three we deliver methods to act on these insights.


“We want to stick around people who make us feel good.” - Martin Hill-Wilson

Welcome to the world of the Emotive Customer Experience (CX), where feeling good gets good results. Martin Hill-Wilson’s statement above may seem simplistic; the concept almost too obvious, but the stats behind Emotive CX are undeniable.

Did you know…?

What is Emotive CX? - Feeling Good is Good for Business

Emotive CX looks into how emotions impact the customer experience. We know, for example, that the emotional intelligence of call center agents directly drives improved contact center CX. Customers rate quality better when agents employ the following customer-oriented behaviors:

  • Anticipate customer requests

  • Deliver explanations and justifications

  • Educate customers

  • Provide emotional support

  • Offer personal anecdotes and information

Agent authenticity goes a long way in making customers feel good. And agents feel good when they are empowered to be authentic; off script and without the ability to self-score their own successes and opportunities for improvement.

A Bit About Martin Hill-Wilson

Hill-Wilson is a global authority on social customer service. He is a frequent keynote speaker and former CEO of the Merchants Group, one of the very first business process outsourcing (BPO) companies. He literally wrote the book on Emotive CX when he co-authored the highly successful book, Delivering Effective Social Customer Service, in addition to his very recent thought leadership series called Emotive CX for Customer Interaction. In short, Martin knows a thing or two about this topic and about call center quality assurance success.

When speaking, writing, and consulting on Emotive CX, Hill-Wilson finds this definition of emotions by Hockenbury & Hockenbury the most useful:

 An emotion is a complex psychological state that involves three distinct components: a subjective experience, a physiological response, and a behavioral and expressive response.”

In essence, emotion is extremely personal and deeply unique. Emotion is also quantifiable.

New Voice Media’s 2018 report on UK consumer behavior finds that 63% of consumers are more likely to buy from a brand they have a positive emotional connection to.

Staking Your Claim on Brand Loyalty

Customers don’t owe businesses anything and in an increasingly fast-paced digital world, it is all too easy for even longtime customers to head for the nearest exit, swap brands, and become a negative detractor of your business all with the push of a few button.

Hill-Wilson explains, “The availability of real-time information has empowered customers to easily move between brands… customers roam free with little to keep them on your side within a traditional value proposition.”

A good value proposition is important, but these are words and, as we’ll review in a moment, words are not all that important. All things being equal, it is authenticity, empathy, and a genuine appeal to emotion that truly tip the scale in favor of customer retention. Ultimately, brand loyalty comes from genuine relationship building and trust.  

As most of us understand, trust must be earned, and it can’t be earned by chatbots, products, volatile stock prices, or bottom lines. Trust can, however, be facilitated by an empathetic human voice.

How Tone & Inflection Impact Business

When communicating with call center agents (or otherwise), we derive considerably more meaning from tone and inflection of voice (38%) than we do from the actual words being used (7%).

what we listen to when people speak to us graph

This means that call center scripts will not save the day, vocal tonality will! And it's not easy to fake that.

Success can be found in asking a customer how their day is going, by asking clarifying questions, and by asking elevating questions. It’s about managing emotions in a positive way by listening, asking the right questions with a sense of empathy, and listening some more.

Colin Shaw, Founder and CEO of Beyond Philosophy and an established expert in customer experience, explains that “negative experiences and emotional disappointments tend to be more enduring than positive, emotionally pleasing experiences. For this reason, minimizing and repairing experiences that annoy, frustrate, anger, or confuse customers is a top priority.”

Call center agents are on the receiving end of often extreme customer frustrations. The way these agents manage their own emotional intelligence, the inflection of their voice, their ability to empathize -- the data shows that these are the intangible attributes contact centers should focus on --  will ultimately make or break a company’s success.

At the end of the day, customers want to feel good (really, who doesn't?). And, to Martin Hill-Wilson’s point, those customers will tend to stick around if they continue to feel good about your brand. With this being the case, doesn’t it make sense to try and ensure with everything within your company’s power, that this happens?

Tags: Blog


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