Emotional Experience: The Silent Force Behind Every Purchase Decision


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In a world where product differentiation is getting harder by the day, the battlefield for companies has shifted from the tangible to the intangible. Product features, price, and quality, though still critical, are no longer the sole determinants of a customer’s choice. Today, the emotional experience a brand offers has become paramount. It is the silent force that drives purchase decisions, builds brand loyalty, and influences customer advocacy. Yet, it is often the most overlooked and underestimated aspect of customer experience (CX).

Understanding Emotional Experience

So, what exactly is emotional experience? It is the set of emotions a customer feels at each interaction with a brand, from the first touchpoint to the last. It encompasses not only the emotions evoked by the product or service itself but also those triggered by the brand’s communication, customer service, and even its perceived values.

For instance, a customer might feel excited when they first discover a product, anxious when deciding to purchase, satisfied after buying, and then delighted when the product exceeds their expectations. Each of these emotions contributes to the overall emotional experience and ultimately influences the customer’s perception of the brand.

The Importance of Emotional Experience

Now, let’s delve into why emotional experience is so crucial for companies.

1. Emotions Drive Decision-Making

Research shows that emotions play a pivotal role in our decision-making process. As human beings, we are wired to make decisions based on our emotions and then rationalize them with logic. This means that even the most rational-seeming decisions are influenced, at least in part, by emotions.

For businesses, this underscores the importance of understanding and managing the emotions of their customers. A positive emotional experience can lead to a purchase, a repeat purchase, and even a recommendation to others. Conversely, a negative emotional experience can lead to a lost sale, a tarnished brand image, and negative word-of-mouth.

2. Emotional Connections Lead to Loyalty

Emotional connections are sticky; they create lasting impressions and foster loyalty. When customers feel understood, valued, and cared for, they develop an emotional bond with the brand. This bond, in turn, makes them more likely to remain loyal, even in the face of competitors offering similar or even superior products.

3. Emotions Influence Perceived Value

The emotional experience a brand offers can also affect the perceived value of its products or services. A positive emotional experience can make a customer perceive a product as more valuable, even if its objective value remains the same. This can lead to increased willingness to pay and, consequently, higher profitability for the company.

The Flaw in Traditional Metrics

Despite the pivotal role of emotions in customer experience, most companies still rely on outdated metrics like customer satisfaction (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES) to measure their performance. These metrics, though useful, fail to capture the emotional nuances that drive customer behavior.

For instance, a customer might give a high CSAT score after a seamless purchasing process, but this doesn’t necessarily mean they felt delighted or emotionally connected to the brand. Similarly, a low CES score indicates that a customer found it easy to interact with the company, but it doesn’t reveal whether the interaction evoked positive emotions or left the customer feeling indifferent.

In essence, these traditional metrics provide a surface-level understanding of the customer experience. They reveal ‘what’ the customer thinks but not ‘why’ they feel that way. This gap in understanding can lead to misguided strategies and missed opportunities for building stronger emotional connections with customers.

Embracing a New Approach

Acknowledging the limitations of traditional metrics is the first step towards embracing a more comprehensive approach to measuring customer experience. This includes not only tracking functional aspects like satisfaction, ease, and loyalty but also understanding the emotional experiences that underpin them.

One tool that can help in this endeavor is the Emotional Value Index (EVI®). Although it shouldn’t be the sole focus of a company’s CX strategy, it provides a valuable piece of the puzzle by quantifying the emotional experiences of customers. By integrating EVI® with other metrics and qualitative insights like other customer data, companies can gain a holistic understanding of their customers’ experiences and make more informed decisions and see what really drives CX and sales to grow.


In today’s hyper-competitive business landscape, offering a superior product at a competitive price is no longer enough to win customers’ hearts and wallets. Companies must also deliver a positive emotional experience at every touchpoint of the customer journey.

Emotions drive decision-making, influence perceived value, and foster loyalty. Yet, traditional metrics like CSAT, NPS, and CES fail to capture the emotional nuances that drive customer behavior. To bridge this gap, companies must embrace a more comprehensive approach to measuring customer experience, one that includes not only functional aspects but also emotional experiences.

By understanding and optimizing the emotional experience, companies can build stronger connections with their customers, leading to increased loyalty, advocacy, and ultimately, business success. After all, in a world where everyone is selling the steak, it’s the sizzle that makes all the difference.

Jaakko Männistö
Jaakko is a startup entrepreneur, founder and award-winning customer experience professional at @feedbacklyapp as well as the founder of the biggest entrepreneurial digital community in Finland - Yrittäjä.io. He is a notorious keynote speaker from entrepreneurial stories to day to day human communications and personal branding and Author of many popular books in CX and Personal Branding. He enjoys coaching golf, sailing, smoothies and triathlon. When he is not able to find any wind or customers, his time goes writing and building wooden surfboards.


  1. Thank you Jaakko for a very insightful article. I totally agree that the emotional experience is the next big thing in measuring and managing customer experience. I always had the problem on what framework to use and EVI was a new approach for me and will definitely check it out! – would love to learn more though, where can I find more information on EVI? Thank you!

  2. Hey Xander, thank you for the comment! If you want to learn more about EVI® you can always reach out to me or go ahead and check https://www.emotionalvalueindex.com/ –> This site contains the basic information around the framework and e.g. lets you download an eBook about it. Hope this helps!



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