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The key to understanding impulse customers’ decision-making and behaviour is to be aware of their emotions.


Why is it important to measure customer emotions?

“In decision-making the intuition acts first and then the reason, which needs more effort to put in motion.” – Daniel Kahneman, Nobel Prize in Economics

“95% of customers’ purchase decision-making takes place in the subconscious mind.” – Gerald Zaltman, HBS

“Without emotion there is no decision-making, which is the impulse for customer behaviour.” – António Damásio, Prince of Asturias Award


Customers say and do things but it is key to understand what they think and feel to build powerful insights. We will not need to survey customers when we build powerful, predictive  analytics  but we will need to understand what they feel.  Emotion is key to impulse customer behaviour.


How are you measuring emotions in customer experience to create an emotional connection in the digital era?


During the last four years we have been testing different techniques: eye tracker, facial coding, skin conductance, encephalogram (EEG, MEG), sentiment analysis (NLP): audio & text…

The key challenge was moving from qualitative to quantitative systematic measures, and  identify and manage the emotional triggers in each phase of the customers’ life cycle and journeys  to really improve our customer experiences.



How successful is connecting with customers on an emotional level in terms of customer loyalty?

To “connect” with customers we need to “touch” both sides of the brain: assuring “basics” (functional satisfaction)  while creating elements of differentiation to connect emotionally.


  • Assuring the basics to achieve Zero detractors & building promoters: moving neutrals to promoters
  • Operational Excellence: solving problems in a quick and easy way
  • Create Differentiation: engage emotionally to increase loyalty & pride of belonging


  • ROI: NPS business linkage with churn and revenues
  • Hard detractors double the churn of Promoters, and have 50% more probabilities to leave the company than Soft Detractors. A neutral customer churn rate is 30% higher than a promoter. Promoters’ monthly ARPC is +18% higher than Hard Detractors and even 11% higher than Neutrals
  • If we extrapolate contact rate and cost per call to the customer base, overall detractors cost Vodafone +80% vs. Promoters

Join Carmen at our upcoming 10th Annual Strategic Customer Excellence Summit this April, where she will be speaking on the topic Emotional Reverse Journeys Designed Using AI and Measuring Customer Emotions.

Carmen Lopez – Suevos Hernandez is Customer Experience Director at Vodafone Spain. Before she led Consumer Customer Operations in Spain she was Head of Global Customer Management for Vodafone Group in UK. From early on in her career she gained broad experience working in consultancy in strategy, operations, technology and marketing where she led numerous projects in European countries.  Carmen holds a degree in Physics from the Complutense University, Executive MBA from the IE Business School,Associate Certified Coach (ACC)   by  ICF (International Coach Federation) and Boards of Director and Corporate Governance: From Executive to Director – Escuela de Consejeros – IESE /AED/ KPMG. Extensive experience in technology ( AI, neuromk, advanced analytics, digital journeys etc), business transformation & international bpo and onmichannel customer service

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