{"id":33092,"date":"2025-02-08T11:11:29","date_gmt":"2025-02-08T16:11:29","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=33092"},"modified":"2025-01-27T17:22:38","modified_gmt":"2025-01-27T22:22:38","slug":"how-to-evoke-emotions-that-make-customers-come-back-for-more","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/how-to-evoke-emotions-that-make-customers-come-back-for-more\/","title":{"rendered":"How to Evoke Emotions That Make Customers Come Back for More"},"content":{"rendered":"\n<!-- iframe plugin v.6.0 wordpress.org\/plugins\/iframe\/ -->\n<iframe loading=\"lazy\" title=\"Embed Player\" src=\"https:\/\/play.libsyn.com\/embed\/episode\/id\/35025725\/height\/128\/theme\/modern\/size\/standard\/thumbnail\/yes\/custom-color\/ffffff\/time-start\/00:00:00\/hide-playlist\/yes\/download\/yes\/font-color\/000000\" height=\"128\" width=\"100%\" scrolling=\"no\" allowfullscreen webkitallowfullscreen=\"true\" mozallowfullscreen=\"true\" oallowfullscreen=\"true\" msallowfullscreen=\"true\" 0=\"style=&quot;border:\" 1=\"none;&quot;&gt;&lt;\/iframe\" class=\"iframe-class\" frameborder=\"0\"><\/iframe>\n\n<h3 dir=\"ltr\">Episode Summary:<\/h3>\n<p dir=\"ltr\">\nAre you evoking the right emotions in your customers, or are you unknowingly driving them away? In this episode, Colin Shaw and Professor Ryan Hamilton dive deep into the fascinating (and often overlooked) world of customer emotions. Emotions are at the heart of every customer experience\u2014from frustration and neglect to trust and happiness, and they\u2019re driving your bottom line.<\/p>\n<p dir=\"ltr\">Colin shares a story about his wife Lorraine\u2019s coat-return drama and unpacks the emotional disaster it caused (hint: she\u2019s not buying from that brand again). Meanwhile, Ryan explains why emotions are \u201csquishy,\u201d why there\u2019s no universal list of emotions, and how organizations can still harness this powerful driver to build loyalty, advocacy, and revenue.<\/p>\n<p dir=\"ltr\">You\u2019ll learn why emotions are always in play, how to identify the ones that drive value, and how to stop evoking the ones that destroy it. Colin and Ryan share practical tips, real-life examples, and the secret to aligning your team around the emotions that matter most.<\/p>\n<p dir=\"ltr\">This episode is a must-listen for anyone serious about improving their customer experience\u2014and their bottom line.<\/p>\n<p><!--more--><\/p>\n<h3 dir=\"ltr\">Best Quote from the Episode:<\/h3>\n<p dir=\"ltr\">&#8220;If I went to the CEO of a company and said, \u2018Here\u2019s the emotion your customers are feeling: frustration,\u2019 do you think they\u2019d say, \u2018Yes, that\u2019s exactly what we were going for\u2019? Of course not! But if you\u2019re not managing emotions, you\u2019re leaving them to chance\u2014and that\u2019s costing you loyalty and revenue.&#8221; \u2014 Colin Shaw.<\/p>\n<p dir=\"ltr\"><strong>Key Takeaways:<\/strong><\/p>\n<ol>\n<li dir=\"ltr\" role=\"presentation\"><strong>Emotions Drive <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/customer-loyalty\/\">Customer Loyalty<\/a> and Spending<\/strong><br \/>\nEmotions aren\u2019t just fluffy extras\u2014they\u2019re the bedrock of customer decision-making. Positive emotions like trust, care, and value build loyalty, while negative ones like frustration and neglect destroy it.<\/li>\n<li dir=\"ltr\" role=\"presentation\"><strong>Most Companies Don\u2019t Know What Emotions They\u2019re Evoking<\/strong><br \/>\nIf you ask your leadership team what emotions they\u2019re trying to evoke, you\u2019ll likely get different answers\u2014or blank stares. That lack of alignment is a significant problem.<\/li>\n<li dir=\"ltr\" role=\"presentation\"><strong>Triggers Are Key to Managing Emotions<\/strong><br \/>\nEmotions don\u2019t happen by accident. They\u2019re triggered by specific actions, processes, or interactions. Identify the triggers in your customer journey and intentionally design them to evoke positive emotions.<\/li>\n<li dir=\"ltr\" role=\"presentation\"><strong>Practical Exercise: Emotion Safaris<\/strong><br \/>\nTake your team on a safari to experience your customer journey\u2014or a competitor\u2019s\u2014firsthand. Then debrief: What emotions did they feel? What triggered them? Were those the right emotions?<\/li>\n<li dir=\"ltr\" role=\"presentation\"><strong>The ROI of Emotions<\/strong><br \/>\nCustomers who feel trust and care spend more and are more loyal. Customers who feel neglected cost you money. Managing emotions isn\u2019t just good for customers; it\u2019s good for your bottom line.<\/li>\n<\/ol>\n<p dir=\"ltr\"><strong>Why You Should Listen:<\/strong><br \/>\nThis episode isn\u2019t just about theory\u2014it\u2019s about practical steps you can take to evoke the right emotions in your customers and improve your business results. Colin and Ryan\u2019s insights are backed by decades of research, real-world experience, and a healthy dose of humor.<\/p>\n<p dir=\"ltr\">If you\u2019re ready to stop leaving customer emotions to chance and start managing them with intention, this episode is for you.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p dir=\"ltr\"><strong>Resources Mentioned<\/strong><\/p>\n<p dir=\"ltr\"><em><strong>Emotional Research:<\/strong><\/em>\u00a0https:\/\/beyondphilosophy.com\/consulting\/emotional-signature\/<\/p>\n<p dir=\"ltr\"><strong><em>The DNA of <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/\">Customer Experience<\/a>: How emotions drive value book:<\/em><\/strong>\u00a0https:\/\/beyondphilosophy.com\/books\/<\/p>\n<p dir=\"ltr\"><strong>About the Hosts:<\/strong><\/p>\n<p dir=\"ltr\">Colin Shaw is a\u00a0<a href=\"https:\/\/www.linkedin.com\/newsletters\/6592050440320368642\/\" rel=\"nofollow noopener\" target=\"_blank\">LinkedIn &#8216;Top Voice&#8217;<\/a>\u00a0with a massive 284,000 followers and 86,000 subscribers to his &#8216;Why Customers Buy&#8217; newsletter. Shaw is named one of the world&#8217;s &#8216;Top 150 Business Influencers&#8217; by LinkedIn. His company,\u00a0<a href=\"https:\/\/beyondphilosophy.com\/\">Beyond Philosophy<\/a>\u00a0LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast &#8216;<a href=\"https:\/\/beyondphilosophy.com\/podcasts\/\">The Intuitive Customer<\/a>&#8216;\u2014with over 600,000 downloads\u2014and author of eight best-sellers on customer experience, Shaw is a sought-after keynote speaker.\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/colinrjshaw\/\" rel=\"nofollow noopener\" target=\"_blank\">Follow Colin on LinkedIn<\/a>.<\/p>\n<p dir=\"ltr\">Ryan Hamilton is a Professor of Marketing at Emory University&#8217;s Goizueta Business School and co-author of &#8216;The Intuitive Customer&#8217; book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets &amp; Quants&#8217; &#8220;World\u2019s Best 40 B-School Profs Under 40.&#8221; His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called \u201cThe Growth Dilemma: Managing Your Brand When Different Customers Want Different Things\u201d Harvard Business Press\u00a0<a href=\"http:\/\/linkedin.com\/in\/ryan-hamilton-49b3321\" rel=\"nofollow noopener\" target=\"_blank\">Follow Ryan on LinkedIn.<\/a><\/p>\n<p dir=\"ltr\"><strong>Subscribe &amp; Follow<\/strong><\/p>\n<p dir=\"ltr\">\ud83c\udf99\ufe0f Tune in now to The Intuitive Customer Podcast on your favorite platform!<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/the-intuitive-customer-helping-you-improve-your\/id1319228135\" rel=\"nofollow noopener\" target=\"_blank\">Apple Podcasts<\/a><\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/open.spotify.com\/show\/1Jqx6D32nGurAqVXZ6vAEE?si=ace8c990b8254ec5\" rel=\"nofollow noopener\" target=\"_blank\">Spotify<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Episode Summary: Are you evoking the right emotions in your customers, or are you unknowingly driving them away? In this episode, Colin Shaw and Professor Ryan Hamilton dive deep into the fascinating (and often overlooked) world of customer emotions. Emotions are at the heart of every customer experience\u2014from frustration and neglect to trust and happiness, [&hellip;]<\/p>\n","protected":false},"author":1385,"featured_media":27706,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[640],"tags":[],"class_list":["post-33092","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"_links":{"self":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/33092","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/users\/1385"}],"replies":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/comments?post=33092"}],"version-history":[{"count":1,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/33092\/revisions"}],"predecessor-version":[{"id":33093,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/33092\/revisions\/33093"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media\/27706"}],"wp:attachment":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media?parent=33092"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/categories?post=33092"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/tags?post=33092"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}