In many industries, the quality of products and services is no longer a differentiating factor for the customer when making a choice. It often happens that the offerings of two companies are similar, and then the customer will look to compare them from other points of view.
For example, telecommunications companies have similar technologies that do not allow for significant innovation to capture the market, while for the same price, customers receive similar services regardless of the operator.
Therefore, brands of this type are more motivated to differentiate themselves through effective engagement with their audience.
Employees’ Emotional Intelligence Increases Customer Satisfaction
People don’t remember what you said, but they remember how you made them feel. This principle is well known to those who interact directly with the public.
They know how important emotional intelligence is in customer satisfaction.
The simple fact that you have the ability to recognize emotions and their impact on you and others can increase your success rate by 85%, according to the Carnegie Institute of Technology.
Although we are in an era where no one doubts the enormous influence of emotions on customer decisions, there is also a gap regarding the existence of a parameter that takes emotions into account and, in turn, has high predictive power regarding consumer behavior.
To address this need, a concept called EMO Index was developed.
EMO Index – The Indicator of the Customer’s Emotional State
EMO Index is an indicator that shows a summary of each customer’s (or a group of customers’) emotional state toward a company, based on the intensity of the positive and negative feelings they experience relative to previous experiences.
Sometimes feelings predict consumption behavior and decision-making better than loyalty. Since emotional experiences are relevant to the decision-making factor, quantifying customers’ emotional state is an urgent need.
To measure customers’ emotional state, the values that explain the emotional footprint left by the company’s product or service must be analyzed.
Managing and interpreting emotions are necessary skills for a company to achieve its desired results.
Furthermore, in any company-consumer relationship, every individual and, therefore, every customer has their own emotional footprint, an emotion, an emotional experience related to the company, and this determines their attitude toward it.
We call EMO Index an aggregate indicator that determines how each customer or group of customers relates to a company’s emotional state.
It is a combination of the balance of emotions felt and the intensity with which they are felt and, therefore, can have values from -100% to +100%. Naturally, it increases along the diagonal of the emotional matrix and allows for the classification of customers into groups based on their emotional state.
Why is the EMO Index Relevant?
The EMO index shows us how customers’ emotions are measured in relation to their experience.
It is possible to estimate the value/result that would be generated by producing a new positive emotion at a certain stage of the buying process, or conversely, by suppressing a certain negative emotion.
The purpose of introducing this index was to test, on one hand, the real capacity of an emotional segmentation that would lead to predicting consumption behavior, and on the other hand, to verify the added value of this new method compared to traditional approaches for measuring loyalty and satisfaction (NPS).
British Airways study on customer emotions
British Airways found a unique way to measure its customers’ emotions when using the company’s services. The British Airways marketing team aimed to improve services following a study through which they found out what passengers feel during the flight.
The study had a unique but effective approach.
Using blankets made of fiber optic fabric, they measured electrical fluctuations in the brain. The fluctuations were recorded through a headband worn by passengers, encoded, and transmitted via Bluetooth to the blanket.
When a passenger felt anxious, the blanket turned red, and if they were relaxed, it turned blue.
Of course, most passengers were anxious during takeoff and landing, but happy when they were eating.
Furthermore, the study aimed to find out how movies influence the customers’ state and what drink or food satisfies them.
Find out what your customers feel through a study
To obtain information about your company’s customers, you don’t need to start complex and expensive studies like the one in the example above.
There are numerous methods and tools that allow for the collection of this information.
The important thing is to know how to ask the questions correctly, to interpret and use the data obtained to create a strategy that meets your customers’ needs.
EMO index can help you develop an emotionally intelligent CRM that understands your customers’ emotions and responds accordingly, with the ultimate goal of improving the consumer experience.
Do you feel the need for your business to grow?
A study on consumer emotions generated by using the product or service you offer will provide insights through which you can improve the entire business.
Ask them how they feel, study them, and ask for their opinion! This way, you will improve every customer interaction with your brand.
We, at MKOR, use emotional intelligence in the interest of our clients. We empathize with them to fully satisfy them. If you want this too, write to us and let’s meet for a coffee to discuss more.
PS: Here is what customers who are happy with our services say.
