Ensuring Your Technology Fits with Your Customers’ Emotions

Recapping “The Emotion of Design,” a Coveo-7Summits Webinar

One of the biggest mistakes companies make today is standing up a customer community and thinking it will solve every self-service problem out there. However, as a result of stand alone communities, customers continue to struggle with finding what they need and businesses face decreasing engagement.

Many focus on implementing the right technologies, but forget to consider how that technology fits with the customer’s emotions and helps them move forward in their flow of work.

7Summits recently joined with Coveo to have a conversation with researcher, professor and author Don Norman, who is best known for his work about design and user experiences. In a discussion with 7Summits’ own Bill O’Neill, the two shared insights about why great UX goes beyond design. Discover some of the key takeaways from “The Emotion of Design” webinar.  

Takeaway #1: People Who Think That Emotion Is a Relic Are Wrong

“Emotion is a necessary part of life. It affects how you feel, how you behave and how you think.” – Don Norman

The webinar opens by stating that improving customer experiences and customer satisfaction are the leading influences to begin a digital transformation. But while CX and CSAT are important emotionally-driven aspects of enhancing your digital solutions, they are often overlooked. But as Norman says, thinking that the emotional parts of a digital experience are relics is a mistake. 

Consumers who have an emotional connection with a brand have a 306% higher lifetime value to your company. Enabling them to complete tasks with ease is a key driver of happiness for your customers, which in turn benefits your business. Norman points out that there are two components of how people behave–cognition and emotion. While your users cognitively think things through and rationalize decisions, their subconscious emotions help them determine whether your experience is good or bad. 

That manifests in many ways; a seamless experience keeps users delighted and coming back, but the way you address issues also plays a significant role in their emotional response to your company. If you go out of your way to build an experience that solves pain points and past problems, your customers are more likely to enjoy their interactions with your brand in the future. Your users rely on cognition and emotion to work in tandem when judging the effectiveness of your experience. It’s essential for your organization to acknowledge the importance of considering emotional responses to the design and features of your CX.

Takeaway #2: You Need to Embrace the Entire Process of Your Customers’ Interactions

“Everything is a system, including your customer experiences.” -Don Norman

In order to do a great job when building a customer experience, you have to recognize the ways that each individual aspect impacts everything else. Your digital solutions are complex systems, guiding users through journeys that incorporate all of your desired features and use cases. If you focus on just one part of your customer experience, the rest of it will not meet user expectations.

For example, many organizations think of their support services as a cost center. They outsource or short change that part of their business, which means they leave customers wanting more and aren’t efficiently resolving problems. Even if the rest of their digital experience is “good,” poor customer support means the broader experience suffers. When you embrace user support as an opportunity to engage with customers and make them happy, you ensure the full system of your digital experience remains strong. You can change emotional interactions and users’ opinions of your company when you focus on all of the processes in your experience.

Takeaway #3: Measurements of Success Need to Be Reevaluated

“We almost never measure what really matters, we measure what’s easy.” – Don Norman

One of the main things that has started to change–and needs to continue evolving–is how companies measure what a successful digital experience is. Clicks and visits can help tell a story, but they really aren’t what’s important anymore. And you can track how long users spend on your site, but that doesn’t matter by itself either; people might be frustrated looking for resources they can’t find. You want people to buy your products or services, and the best way to do that is to appeal to their emotions and delight them with your experience. 

That means the measurements you want to track are related to engagement and satisfaction. You want to see how happy users are engaging with your brand, and whether they had a positive experience. While this is not as easy as simply tracking clicks and time, it’s more effective at predicting the outcomes you’ll generate. You need to measure what matters to users in order to create relevant journeys that delight audiences, and the best way to do this is to qualitatively observe how your customers behave in your experience. 

Overall, “The Emotion of Design” dives into many reasons why it’s important to consider your customers’ emotions and not just their rational thoughts. Check out the full recording of the webinar to learn even more from Don Norman in his conversation with Bill O’Neill and Coveo’s Bonnie Chase.

Watch the Free Replay of "The Emotion of Design"

Watch the Webinar