Customer decisions are not purely logical—they are deeply influenced by emotions.
Contact centres that understand and target emotional motivators can build stronger customer connections and improve loyalty.
To find out more, we asked Katie Stabler, Founder and Director of Customer Experience at CULTIVATE Customer Experience by Design, to explain how companies can design for sentiment by focusing on the feelings that drive behaviour.
Video: Emotional Motivators – How to Target the Feelings That Drive Customer Behaviours
Watch the video below to hear Katie delve into how to design for sentiment by exploring emotional motivators and how these can be used to target the feelings that drive customer behaviours:
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 Stabler was a panellist on our 2022 webinar ‘How to Transform CX‘
How to Target the Feelings That Drive Customer Behaviours
Research from the Harvard Business Review shows that it is possible to measure and target the emotions that shape customer decisions, as Katie explains:
“In order to really pull sentiment out, you need to try and include emotional motivators.
The Harvard Business Review found that it was actually possible to measure and strategically target the feelings that drive customer behaviour.
And they call these emotional motivators. And essentially if you can inspire all of these feelings in your customers, they are more likely to be emotionally connected with you.”
These emotional motivators influence how people interact with brands and whether they remain loyal.
Key Emotional Motivators
Inspiring these emotions in customers can lead to stronger emotional connections:
Confidence in the Future and A Sense of Well-Being
Customers feel reassured when contact centres provide stability, reliability, and long-term value. Similarly positive experiences contribute to a customer’s overall happiness and satisfaction.
“So, for example, if you can inspire confidence in the future or enjoying a sense of well-being, these are all slightly more tricky things to do, but they’re certainly within your remit.”
Feeling Secure
Trust is key. If customers see a contact centre as knowledgeable and dependable, they will feel safe and valued.
“Feeling secure. Feelings of security are fantastically demonstrated by being confident and being skillful. And if you can make that customer feel trusted, they’re going to feel secure.”
A Protective Environment
Corporate Social Responsibility (CSR) plays a role here. Customers appreciate contact centres that act ethically and contribute positively to society.
“A protective environment. We’re going slightly into CSR here, so your corporate social responsibility.”
Strengthening Customer Loyalty
When contact centres successfully tap into these emotions, customers are more likely to stay loyal and spend more.
“But if you can bring these to the surface, and make them really visible and inspire customers to feel any one or all of – if you are reaching for the stars – all of these emotions, then they’re going to be more emotionally connected to your brand.
The more likely they are to stay with you for a long time and spend more with you, so that customer value significantly increases.”
By making emotional motivators a key part of CX strategy, companies can increase customer value and long-term engagement.
If you are looking for more great video insights from the experts, check these out these videos next:
- Using Personas in Customer Journey Mapping
- Creating Flexible Schedules
- What Is a Customer Experience Chain?
Author: Katie Stabler
Reviewed by: Robyn Coppell
Published On: 15th Nov 2022 - Last modified: 30th Apr 2025
Read more about - Video, CX, Emotion, Katie Stabler, Videos
