It is said nowadays that whether one buys a cup of coffee, a holiday, a house or a car the
decision of purchasing has to be emotional. More importantly it is a crucial factor in customer
retention and loyalty. Customer satisfaction is the underpinning factor in customer experience.
Customer should feel good in doing business with the product or the service provider.
While purchasing rationality, reflection, judgment of pros and cons do play a part but it has to
have an emotional side to it. One’s gut feeling, intuition, sense and interaction plays a significant
role in buying.
In every single encounter what the customer feels or doesn’t feel is directly related with the
service provider’s managerial capability and handling of customer expectations. Customer
experience doesn’t end in keeping a smiley face or having a soft tone while communicating with
an irate customer.