Customer Emotion: What It is & How to Measure It

Throughout the entire process of making a sale, customer emotion has a significant impact. There are a lot of corporate identity teams and agencies that add emotional triggers to brands. When you use the expressive power of your customers to your advantage, you can strengthen your relationships with them and make them more loyal.

As customers, we make many decisions based on how we feel. When we feel an emotion, our brains send out chemicals that make us feel good or bad about what’s happening around us. Customers feel something when they make a purchase, write a review, or talk about your business in a social setting.

But it can be hard to put a number on what you feel. In this piece, we’ll go through the process of measuring your customer’s emotions.

What is customer emotion?

Customer emotion is a measurement of a customer’s overall level of satisfaction with their interactions with a particular company or brand. When a customer engages with a brand, they may experience various emotions. The goal is to provide a positive, emotionally satisfying customer experience.

The emotional dynamics of a customer are pretty complicated. Customers may not remember the quality of your goods, but they will never forget how they felt during their customer experience.

Importance of customer feelings

Understanding how customers feel has always helped businesses express empathy and give them more memorable experiences in the decision-making process, which builds trust and loyalty in the long run. Customers’ decisions are heavily influenced by their feelings and emotions.

Emotions build loyal, valuable clients. It’s a key indicator of future purchases and consumer loyalty. Research revealed emotional customers spend twice as much as satisfied customers. Customers who feel emotionally connected to a brand are more valuable than satisfied customers.

Emotion drives individual decisions and long-term customer loyalty. It can assist in developing dedicated customers with a high lifetime value for a brand.

Principles of measuring customer emotions

It’s time to incorporate emotions into your company strategy as soon as you know how important they are. Customer emotions can be measured by the following principles:

  • Gather data

Businesses can perform analysis on both structured and unstructured customer data in order to gain an understanding of the emotional connection that exists between customers and brands.

Structured data is collected directly from customers through surveys and requests on social media, as well as their answers. Customers’ social remarks, chatbot transcripts, and third-party reviews are examples of unstructured data.

Companies should use a sophisticated tool that is capable of analyzing and integrating data from a variety of sources in order to make the most of all the data that is available to them.

  • Specificity is key

When it comes to communicating emotions, just a few organizations are transparent about the feelings they want people to experience. The majority of people have a strong preference for either the “positive” or “negative” emotional states to occupy.

Emotions encourage different customer behaviors. Many organizations choose “they can trust us” and “they feel cared for” when we undertake this exercise with them. Being specific on emotions helps to jump to the next step.

  • Identify your most valuable emotions

When it comes to identifying your most valuable emotions, there are two things you need to do. First, you need to know how they’re feeling right now and realize that it might not be what you want. Next, you decide how you want them to feel during and after your experience. The mood you inspire should pay off in revenue, retention, or NPS.

When you talk about feelings, you get into this “squishy” area of psychology and things that can’t be seen or touched. Business people who are tough on the outside care about the bottom line, but here we’re talking about how people feel.

It’s crucial to know which feeling will bring you the most value. Just because it sounds wonderful doesn’t mean you should act on it. Knowing how people’s feelings affect the company’s worth will help you better grasp this.

  • Identify particular emotions throughout the journey

Depending on what’s going on, moods can change quickly. It’s great to know how customers feel about their experience as a whole, but it’s even better to understand how those feelings change over time. If customers start their experience with satisfaction but then get upset, you need to know when so you can fix it.

The customer’s journey and journey maps change over time, especially when talking about something as fleeting as customer emotion. External factors can affect the mood of the customer. COVID-19 is a good example. The pandemic is not your fault. Still, you need to respond differently to overcome the additional emotional complexity of the situation with your customer.

  • Creating emotional journey maps

When creating a customer journey map, you must include actions that make the customer emotional. Tell your employees who deal with customers what to do, like what language to use or how to act when responding to customers at every step.

  • Train your team to evoke emotions

People frequently have trouble figuring out how to get started. It can be hard to figure out how customers feel. Therefore, when faced with challenging difficulties that seem impossible to solve, it is best to break them down into smaller challenges that are easier to handle.

A very small percentage of the working population possesses strong emotional intelligence and is aware of how to naturally evoke appropriate feelings. Therefore, the majority of them are in need of some training. Training is an excellent method for teaching people how to recognize the emotion of a customer and respond appropriately to them.


Emotions are as different as the people who feel them. Because of this, there are an infinite number of midpoints on a scale from positive to negative. This post explains the points of comprehending the rationale behind your customer’s emotions so that you can enhance your customer experience!

With QuestionPro, you can analyze your customers’ feelings with just the press of a button. This will provide you the ability to explore and analyze patterns within the feedback provided by your customers for emotions such as love, happiness, sadness, disgust, and surprise, amongst others.

You’ll be able to create the ideal customer experience by listening to, analyzing, and responding to the underlying reasons for consumer emotions with the assistance of QuestionPro. Try Now!