Key Steps to Design for Sentiment

Customer experience is more than just solving problems—it’s about how customers feel at every touchpoint. Sentiment plays a crucial role in shaping loyalty, trust, and advocacy.

When contact centres understand and design for emotion, they create stronger connections that go beyond simple transactions.

To find out more, we asked Katie Stabler, Founder and Director of Customer Experience at CULTIVATE Customer Experience by Design, to explain how companies need to use sentiment when designing the customer experience.

Video: How to Design for Sentiment

Watch the video below to hear Katie explain how to design for sentiment when transforming CX:

With thanks to Katie Stabler, Founder and Director of Customer Experience at CULTIVATE Customer Experience by Design, for contributing to this video.

This video was recorded when Katie was a panellist on our 2022 webinar ‘How to Transform CX‘

5 Steps to Design for Sentiment

Designing for sentiment isn’t about one-off gestures – it’s about consistently shaping interactions that evoke positive emotions.

Here are key steps to design for sentiment in customer experience:

1. Anticipate Customer Needs

Customers want convenience and accessibility. It’s not enough to offer multiple communication channels, so you need to be where your customers actually are. If they prefer WhatsApp over email, your business should adapt accordingly.

Anticipating their needs before they have to ask builds trust and reduces frustration, as Katie explains:

2. Be Relevant

Customers engage with businesses that provide useful and meaningful interactions. Instead of sending generic messages or promotions, focus on what they actually need.

Whether it’s personalised recommendations or timely support, relevance enhances engagement and loyalty.

3. Surprise and Delight

Exceeding expectations doesn’t require grand gestures.

Small, thoughtful actions – such as a handwritten note, a proactive solution, or a personalised discount – can leave a lasting impact. The goal is to make customers feel valued and appreciated.

4. Create a Sense of Belonging

Customers are more likely to stay loyal when they feel emotionally connected to a brand.

Personalisation plays a big role in this – when customers feel understood, they build stronger attachments.

Creating a sense of community, whether through loyalty programmes or personalised interactions, reinforces this connection.

5. Be Uniquely You

A brand with personality stands out. Customers don’t just connect with products or services – they connect with stories, values, and people.

Showcasing your brand’s identity, alongside authentic and personable interactions from employees, helps build deeper emotional investment.

See the Experience Through Your Customer’s Eyes

It’s easy to focus on business goals and internal processes, but real sentiment-driven design starts with the customer.

• How do they feel at different stages of their journey?
• Are there pain points that create frustration?

By stepping into their shoes, businesses can identify opportunities to create more meaningful and emotionally engaging experiences.

If you are looking for more great video insights from the experts, check these out these videos next:

• Who Should Record IVR Messages?
• What Is a Customer Experience Code?
• What Sort of Team Player Are You?

Author: Katie Stabler
Reviewed by: Robyn Coppell