Understanding Customer Feelings

Deep understanding of customers isn’t just a best practice — it’s the foundation for designing offerings that truly resonate, solve important customer problems, and foster long-term loyalty.   In my experience, the most successful innovations start not with assumptions, but with genuine curiosity and care for the people we serve.  Seeing the world through our customers’ (or in my case at AAA, our Members’) eyes creates empathy that isn’t just about understanding their needs—it’s about *feeling it* from the customer’s perspective.   Examples:   💵 Intuit’s “Follow Me Home” program sends teams to observe real customers using their products in daily life, leading to hundreds of customer-inspired improvements.    🔪 OXO famously designed its Good Grips kitchen tools after watching people with arthritis struggle in the kitchen—putting empathy at the center of product development.   🛒 IDEO, when redesigning a digital shopping cart, didn’t just ask shoppers what they wanted; they spent hours watching and listening, uncovering pain points no survey could reveal.    📦 Amazon’s obsession with customer feedback and behavior led to one-click ordering & personalized recommendations.   … and here at AAA, we’re continually researching what our Members need, why they join, why they don't join, why they lapse, etc... to understand how we can help create more Member value by solving important problems for them.   Here are a few things that are working for us: 🔷 Observe customers/Members in real contexts—don’t just ask them, observe and listen… including digital behaviors. 🔷 Use empathy mapping to capture not just what customers/Members are doing, but how they are feeling throughout their journeys. 🔷 Involve cross-functional teams in customer research for richer insights.   The future belongs to companies who design experiences with — not just "for" — their customers.    How are you using empathy and deep listening to shape your next big idea?   #CustomerExperience #Empathy #Innovation #Leadership #CX2025

Traditional approaches to explaining customer behavior are no longer enough to ensure your company remains on the cutting edge. 🫢   Innovative solutions require fresh approaches to penetrating layers of conventional wisdom.   And that begins by acknowledging that the motivations your customers act on are seldom logical, predictable, or even conscious.   Instead, their strongest responses stem from one source: emotion.   Numerous studies, including two conducted by Gallup, have documented that over 70% of all B2B and B2C customer decisions are driven by emotion.   It’s a deceptively simple reality yet one that many companies often resist preferring instead to concentrate exclusively on seemingly quantifiable metrics because they seem safe and reliable.   But whether customers are consumers or other businesses, all customers are people. And people are emotional beings.   That’s why the best data in the world isn’t necessarily indicative of how they’ll respond.   Traditional research techniques are often unproductive because they generate predictable confirmation of a pre-conceived hypothesis.   Old methods are designed to measure rather than inform and therefore may fail to uncover genuine insights.   Frequently they focus on mapping reactions against existing services, products or internally based assumptions.   Emotional Trigger Research is a methodology that exposes the core, unfiltered and spontaneous triggers that drive behavior.   These triggers provide actionable intelligence that will enable your business to convert emotional considerations into winning marketing strategies.   Based on an indirect approach that features provocative open-ended questions paired with in-depth one-on-one conversations, the results are uniquely spontaneous and enlightening.   When asked the unexpected, most customers have no ready answers. Consequently their unplanned responses are more revealing, providing the most authentic window into the emotional triggers that explain their actions.   Emotional Trigger Research transcends the superficiality of what customers say to the far deeper level of what they really mean.   As the Pioneer of Emotional Trigger Research and Author of “Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales”, I’ve spent my career helping CEOs and Owners of U.S. based companies leverage customer emotions to generate over $100 million in additional sales.   If you’d like to innovate a competitive marketing strategy that resonates with your customers emotionally, DM me and let’s chat.   Illustration: Your Marketing Rules    Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #Leadership #CEO #Entrepreneurship

The Meaning of Communication Is the Response You Get In my previous post, I talked about resilience and adaptability. Today, I want to explore how Customer Experience (CX) and Neuro-Linguistic Programming (NLP) work together to create impactful and lasting customer interactions. As both a CX professional and NLP Master Practitioner, I’ve learned that it’s not just about metrics like NPS or CSAT; it’s about understanding the deeper reasons behind how customers speak and act, especially when they are upset or angry. This is where one key NLP presupposition comes into play: “The meaning of communication is the response you get.” In CX, it’s crucial to realize that no matter how well-intended our communication is, the true measure of success lies in the customer's response. Their reaction—whether positive or negative—determines whether we’ve succeeded in delivering a positive experience. Here’s how applying NLP principles can elevate CX, particularly when it comes to building rapport with angry customers: Active Listening: When a customer is upset, they often want to feel heard and validated. By actively listening—not just to their words but to their tone and emotions—we can better understand their frustrations. This approach shows that we genuinely care about their concerns, which can help defuse anger and create a sense of connection. Empathy and Validation: Acknowledging a customer's feelings is crucial. Phrases like, “I understand why you’re upset” or “That sounds really frustrating” can go a long way. This validation reassures them that their emotions are recognized and that we are on their side, working towards a resolution. Mirroring and Matching: Subtly mirroring the customer’s tone and body language can create a sense of rapport. If a customer is speaking passionately or with frustration, matching that energy (while maintaining professionalism) can help them feel understood. This technique can ease tension and create a more conducive environment. Offering Solutions: Once rapport is established, it is important to focus on solutions to ease the customer’s frustration. “Here is what I can do to fix this” helps shift the conversion from frustration to reassurance. Follow-Up: After resolving the issue, following up with the customer demonstrates that we value their relationship. A simple message to check in shows commitment to their satisfaction and can turn a negative experience into a positive one, strengthening loyalty. Blending CX frameworks with NLP insights doesn’t just improve customer interactions; it also enhances internal communication, leadership, and collaboration, nurturing a truly customer-centric culture. How are you applying human psychology in your customer strategies? Have you had moments where truly understanding a customer’s emotions made all the difference? I’d love to hear your thoughts! #customerexperience #strategicgrowth

I have seen a lot of CMOs struggle to use qualitative insights along with hard numbers on their dashboards. It’s not easy, but I think it is essential for a complete picture. Here’s how to make it work: ---------------------------------- → Start with surveys and focus groups These give you deep insights into what customers feel about your brand. For example, a major electronics brand we worked with uncovered key emotional drivers like 'Trust' and 'Reliability' through focus groups. → Use social listening and sentiment analysis Monitor real-time public perception. A fashion retailer we worked with linked positive sentiment spikes on social media to increases in website traffic and sales. → Integrate qualitative and quantitative data Combine your survey results and sentiment data with sales metrics using unified measurement. This helps you see how customer emotions translate into real business outcomes. → Foster continuous feedback Keep feedback loops open with regular surveys and community interactions. We used this approach for an online education platform which resulted in higher course completion rates and better engagement. Bottom line? By combining qualitative insights with hard data, you gain a more accurate understanding of your brand's performance. ---------------------------------- How are you connecting the dots between customer emotions and real numbers? Let’s discuss.

I just witnessed something that reminded me why customer service can make or break a business. On this video… A customer found a hair in their cheese tart. We've all been there - that moment of disgust and frustration that quickly turns to anger. And imagine she already reach home, Bringing back to exchange the cheese tart. : with anger. : with a long distance walk : with the frustration along the way But here's what happened next: The staff immediately: • Apologized sincerely • Offered a full refund • Provided fresh cheese tarts at no cost What struck me most? The customer was still visibly upset even after the solution was offered. This is the crucial moment many businesses miss. Sometimes customers need a moment to process their emotions. The anger doesn't magically disappear with a refund. As service providers, we must recognize that customers may need: • Space to express disappointment • Acknowledgment of their feelings • A genuine human connection A little empathy goes a long way in these situations. Sometimes letting customers express their frustration is part of the healing process. The best customer service isn't just about fixing problems - it's about understanding the emotional journey your customers experience. What's your approach when handling customer complaints? Have you been on either side of this situation?

Ravi Modi, CMD of Vedant Fashions (Manyavar) on Customer's Perception – "I would have serviced more than 50,000 customers through my teenaged years in the family store If there was one thing that the early retail experience taught me was to think from the customer’s perspective One of the most precious insights during my storefront presence was the concept of ‘perceived value’. Price was what we quoted; value was what the customer perceived The skill lay in understanding how the customer appraised a product and the price she or he was willing to pay. Those experiences did something else for me: they taught me that while most retail businesses - especially apparel - were influenced by what the proprietor felt was the right product for the customer, it was the reverse that would be more enduringly successful: the capacity to possess an understanding of what the customer needed and merchandise accordingly. Understanding customer taste and preference emerged as the core of my learning." Also, best way to learn business is starting at the bottom and keeping a close touch to the Grassroots level! Src – FY24 Annual report, no stock reco

The mom needed jeans for her 13-year-old son. She was nervous and worried about getting it wrong. I was a 16-year-old retail associate, about to get my first lesson in customer empathy. Empathy comes from a shared or relatable experience. It helps us better understand our customer's needs so we can provide a better experience. Clearly, I didn't SHARE my customer's experience. I didn't know how it felt to be a mom trying to buy clothes for a teenage boy. But I could RELATE to the mom for two reasons. First, I had recently been someone's 13-year-old son. Second, I knew how it felt to be overwhelmed when you went shopping for a gift. I reassured the mom, asked her some questions about her son, and helped her buy the perfect pair of jeans. The mom returned with her son a week later to buy more. She was beaming with pride and confidence since the first pair was a huge hit. She was my first repeat customer. Empathy for the win. It took me awhile to break down the technique I had used to empathize with my customer in that moment. Here's the process: 1. Identify the emotion I could tell the mom was feeling nervous. 2. Ask yourself, "Why is this customer feeling this way?" The mom told me directly. She wanted to make sure she bought the right jeans for her son and worried about getting it wrong. 3. Think about a time when you had a similar feeling.  I instantly thought about times when I was nervous about buying something for someone else. 4. Try to demonstrate that you know how they feel. Relating to the mom helped me understand she was looking for assurance. I knew a lot about both our products and the jean preferences of teenage boys, so it was easy for me to make suggestions. 💡Try this technique: practice empathizing with customers you serve today. You might be amazed at how it can improve the experience!

In the fast-paced world of business, every interaction with a customer is an opportunity to build trust, strengthen relationships, and drive loyalty. However, not every conversation is smooth sailing. Difficult conversations, whether they involve handling complaints, delivering bad news, or negotiating terms, are inevitable. What separates good companies from great ones is the ability to navigate these conversations with empathy and emotional awareness. In my experience, whether in B2B or B2C companies, recognizing and understanding the emotional state of a customer during a difficult conversation is critical. Here’s why: 😬 Emotions Drive Decisions: Customers, like all of us, are driven by emotions. Whether they are frustrated, disappointed, or anxious, these feelings can heavily influence their decisions and perceptions of your company. 🤝 Building Trust: Trust is the foundation of any strong relationship, and it’s especially critical during challenging times. When you demonstrate that you understand and care about your customer’s feelings, you foster a sense of trust. Customers who feel heard and valued are more likely to stay loyal, even when things don’t go as planned. 😐 De-escalating Tensions: Difficult conversations often come with heightened emotions. If left unchecked, these emotions can escalate, leading to a breakdown in communication. By tuning into your customer’s emotional state, you can take proactive steps to de-escalate the situation. 🔎 Finding Solutions Together: When emotions run high, problem-solving can take a backseat. However, by recognizing and addressing the emotional aspect of the conversation, you can shift the focus back to finding solutions. 😁 Enhancing Customer Experience: Ultimately, every interaction contributes to the overall customer experience. Even in difficult situations, a positive empathetic approach can turn a potentially negative experience into a memorable one. When approaching a difficult conversation, pull the “LEVER” to managing your customer emotional state. Listen Actively Elicit Open-Ended Questions Validate Their Feelings Exhibit a Calm and Composed Demeanor Respond with Empathy and Solutions Remember it’s not just about resolving the issue, it’s about making your customers feel valued and respected throughout their journey. And that’s where true long-term customer loyalty begins. What techniques have you used or recommend, comment 👇 👇 👇 #poweredbypeople #GSD #customerexperience #empathy #emotionalintelligence #customersuccess

Customer support isn't about solving problems. Here's what I mean: For each interaction, don't just focus on resolving issues. Focus on understanding the customer's entire journey. Here's why: People remember how you make them feel. Even if their problem isn't immediately solved. Unless you fail to show genuine empathy. You"ll need to make your customers feel: ♦ Heard ♦ Valued ♦ Understood ♦ Respected ♦ Supported ♦ Cared for ♦ Important ♦ Appreciated All in the same conversation... Now, you might worry, "Won't this take too long?" Here's what I'd say to that: It all depends on your approach to customer data. If you have fragmented data, they should be consolidated. And if it's already unified, they should be leveraged effectively. In fact, I would say that if customers feel frustrated, it's likely you have a disconnected view of them. Customers aren't satisfied because you're not interacting with enough context, empathy, personalization, or efficiency. When you support designed to create lasting relationships, your interactions will need to become: ✅ Holistic, not fragmented ✅ Proactive, not reactive ✅ Personalized, not generic ✅ Efficient, not time-consuming It's only the most unified customer views that produce truly effective support. Let me put it this way: If you focus on solving problems, you may miss building relationships. But if you focus on understanding customers, you'll never miss solving problems. #customerdata #customerexperience #cx ==================== Let's talk about why a unified customer view is crucial for support. 📬Drop me a DM and let's talk CX ♻ Repost to your network if you found this useful Sales & CX > Sufi R.