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The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth

Feb 23, 2019

There is a big challenge when measuring customer emotions as you are asking customers how they felt in an experience, as this is done retrospectively, a while after they had the experience. Many times, Customers don't remember how they felt or, for several reasons, they don’t want to tell you. Using technology, you can now measure customer’s emotions in real time! Critically you can measure their AUTHENTIC emotions, i.e: The REAL emotions they are feeling, through the use of micro expressions. These are involuntary, automatic movements the customer makes without even realizing what they are doing.

Measuring customer emotions is vitally important as over 50% of a customer experience is about how a customer feels. The key is the authentic emotions. This appears to be a significant challenge for researcher’s in today’s world, as well as getting Customers to answer surveys in the first place. 



One key area this Authentic Emotion Measurement is being used by more progressive organizations is in digital transformation. They are using this to understand how the customer feels prior to the transformation and then by testing various ways of undertaking the transformation they can determine which has the most benefit before implementation.

Another application is measuring a face-to-face interaction, where the Customer and the employee are both being measured for their emotions. This means you can now understand the emotional interaction between the two parties. Furthermore, this means you can measure the effect of employee training. For example, if an employee is trained on soft skills, what was their customer’s emotions before and after this new training?

This is an exciting new development in measuring customer emotions and in this podcast we delve into this in much greater detail.

Listen to the podcast in its entirety to learn more about How to Measure Authentic Customer Emotions in Real Time for your Customer Experience.


The Intuitive Customer podcasts are designed to explain the psychological concepts behind customer behavior.  

If you would like to find out from one of our CX consultants how you can implement the concepts we discussed in your organization’s marketing to improve customer loyalty and retention, contact us at