Customer Experience

Customer Emotions Drive Behavioral Loyalty

Sentient’s experience in customer satisfaction research goes back to our beginnings. The Sentient approach to measuring satisfaction, its drivers (e.g., customer touch-points), and its outcomes (e.g., recommendations and behavioral loyalty) is based on an understanding of human motivations rooted in behavioral science.

Sentient customer satisfaction studies produce statistical models that reveal:

  • The emotions that are key drivers of customer satisfaction
  • Customer touch-points that give rise to positive and negative emotions
  • How customer satisfaction leads to likelihood to recommend and behavioral loyalty

Human motivation is dependent on the pursuit of emotional states. We are motivated by feelings resulting from the pursuit and accomplishment of goals, not by the goals themselves. This human truth makes us highly focused on how we feel in our personal interactions, including interactions with the products, brands, and companies in our lives.

When we complete a transaction with a company that we have a relationship with, we assess how we feel. When we use a product that we own, we assess how we feel about it. When we consume a product or service from a brand we trust, we assess how we feel about the experience relative to our expected emotional state.

The Sentient 26 Emotional Taxonomy

These emotions are catalogued within a taxonomy of universal human emotions that motivate behavior: The Sentient 26. Sentient’s emotional taxonomy is based on insights from the behavioral science literature on the function and character of emotion.

Consumer emotional states following a customer experience are assessed relative to their expectations on what they would feel, and the result is an overall degree of “satisfaction” (or dissatisfaction).

Diagnostics tell managers where improvements are needed in service or product design and performance in order to evoke motivational emotions that will lead to customer satisfaction, recommendations in the market, and ultimately behavioral loyalty.

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