One of the most critical findings from our 100+ interviews with CX pros over the course of 2020 was the importance of selecting one emotional outcome for your experience and using it as a design target. This is because emotions are the heart of your customer experience.
But for some reason, few programs deliberately measure and manage their emotional outcomes, even though emotions strongly outweigh effectiveness and ease. (This holds true even for B2B, as Jen Zamora of Dow so eloquently demonstrated in my interview with her.)
This omission was particularly glaring for me during my recent experience with West Elm, Williams-Sonoma’s chain of high-end, artfully designed furniture stores.