The emotions in CX

Emotions have a pivotal role in the customer experience and can significantly impact customer loyalty and repeat purchases. This can be better understood by dissecting the customer journey into two main components: the functional and the emotional.

The functional component of a customer’s journey pertains to the practical aspect of a product or service. This includes factors such as price, quality, and convenience. While these are necessary, they are often not sufficient in driving customer loyalty and repeat purchases.

“These aspects often touch on the rational part of the brain which is responsible for only 5% of the decisions we make daily.”

This is where the emotional component comes into play. The emotional component refers to how a customer feels about their interactions with a business. This could involve feelings of trust, satisfaction, excitement, comfort, and a sense of being valued and understood.

“Research has shown that customers who have an emotionally positive experience with a business are more likely to be loyal and make repeat purchases.”

This is because emotional experiences tend to be more memorable and impactful than purely functional ones. They create a bond between the customer and the business, which can be hard to break.

For example, if a customer has a positive emotional connection with a brand, they are more likely to overlook minor issues or price increases. They may also be more inclined to recommend the brand to others, further increasing the company’s customer base. This is what the famous NPS attempts to measure.

Moreover, businesses that recognize and respond to their customers’ emotions can differentiate themselves from their competitors.

“This emotional connection can be the key to retaining customers and promoting long-term business growth.”

Therefore, businesses should strive to create emotionally engaging experiences for their customers. This could be achieved by personalizing their interactions, showing genuine empathy and care, and going above and beyond to exceed customer expectations. By doing so, businesses can foster stronger emotional ties with their customers.

The human brain plays a crucial role in how customers perceive and interact with brands. It’s a complex organ, and various biological and physiological aspects can influence emotions and, subsequently, customer experience. Here are some of them:

  1. Amygdala: This almond-shaped part of the brain is critical for emotional processing. When customers have experiences with brands, positive or negative, the amygdala plays a substantial role in how these experiences are perceived and remembered. Positive experiences can trigger a pleasant emotional response, leading to increased brand loyalty, while negative experiences can cause feelings of disappointment or frustration, impacting the customer experience negatively.
  2. Prefrontal Cortex and Hippocampus: It is well known that the decision-making process results from communication between the prefrontal cortex and hippocampus. They are also responsible for problem-solving, and social behavior. They have a significant role in how customers evaluate brand offerings, weigh their options, and ultimately make purchase decisions. A positive interaction with a brand can stimulate this area of the brain, leading to positive emotions. The prefrontal cortex is heavily involved in executive functions, which are higher-order cognitive processes used in decision-making. These functions include attentional control, cognitive inhibition, working memory, and cognitive flexibility. More specifically, the prefrontal cortex helps us evaluate different options, predict their potential outcomes, and make a decision based on that information. It also plays a key role in impulse control, allowing us to resist immediate gratification in favor of long-term benefits. The hippocampus, on the other hand, is primarily associated with long-term memory, particularly the consolidation of new memories and the retrieval of old ones. In the context of decision-making, the hippocampus helps us remember past experiences related to the current decision, which we then use as a reference in evaluating options. For example, a customer might remember a positive experience with a particular brand and decide to choose that brand again. The interaction between the prefrontal cortex and the hippocampus is critical in decision-making. The prefrontal cortex uses the information stored in the hippocampus to help make rational decisions. For instance, if a customer has had negative experiences with a product, the hippocampus will provide this memory, and the prefrontal cortex will use this information to guide the customer to avoid that product.
  3. Dopamine System: Dopamine is a neurotransmitter that is a key player in the reward and pleasure centers of the brain. When a customer has a positive interaction with a brand, it can trigger the release of dopamine, creating feelings of happiness and satisfaction. This can make the customer associate the brand with these positive feelings.
  4. Oxytocin System: Oxytocin, often referred to as the “love hormone,” is associated with trust and empathy. Brands that effectively build trust and connect with their customers on an emotional level can stimulate the release of oxytocin, enhancing the bond between the customer and the brand.
  5. Mirror Neurons: These special brain cells mimic the actions or emotions of others. For example, when a customer sees a brand demonstrating care, empathy, or excitement, their mirror neurons can cause them to feel the same emotions, fostering a strong emotional connection with the brand.

By understanding these biological and physiological aspects of the brain, businesses can better tailor their strategies to evoke positive emotions in their customers. This can lead to a more engaging and memorable customer experience, fostering loyalty, and encouraging repeat purchases.

Ultimately, the key is to create a genuine and emotionally resonant brand narrative that connects with customers on a deeper, more meaningful level.

Let’s explore these biological and physiological aspects of the brain

The amygdala

                                               2024. Image by Joao Marcelo Novellino Pereira. All Rights Reserved.

Situated deep within the medial temporal lobes of our brain, plays a pivotal role in processing emotions and is directly involved in shaping customers’ perception and memory of brand experiences.

  1. Emotional Reaction: The amygdala is essentially our emotional response center. It’s responsible for triggering immediate reactions to stimuli, including fear, pleasure, anger, and happiness. In the context of customer experience, the amygdala evaluates every interaction with a brand and generates an emotional response. For instance, the joy a customer might feel when unboxing a highly-anticipated product or the frustration they might experience from poor customer service are both processed by the amygdala. These emotional reactions can significantly influence a customer’s overall perception of a brand.
  2. Memory Formation: The amygdala also plays a crucial role in the formation and storage of memories associated with emotional events, a process known as emotional memory. This means that experiences accompanied by strong emotions—whether positive or negative—are more likely to be remembered. For a brand, this underscores the importance of creating positive, emotionally engaging experiences. A customer is more likely to remember and return to a brand that made them feel good, while negative emotions can lead to negative associations that are difficult to erase.
  3. Decision Making: The amygdala is also involved in decision-making processes, particularly those that are emotionally charged. This means that our emotional responses to brand interactions, processed by the amygdala, can influence our future decisions regarding that brand. For example, if a customer has a positive emotional response to a product or service, they are more likely to choose that brand again in the future.

Let’s see some ways a brand can stimulate the amygdala to enhance the customer experience.

  1. Emotional Storytelling: The amygdala is deeply involved in processing emotions. Telling stories that evoke emotions can be a powerful way to engage customers. Success stories, customer testimonials, and stories about your brand’s journey can help create a strong emotional bond with your customers.
  2. Inclusive Marketing: The amygdala is also involved in empathy. By promoting inclusivity and diversity in your brand messaging, you can evoke empathetic responses and foster a sense of belonging amongst your customers.
  3. Creating a Sense of Urgency:The amygdala is responsible for our fight-or-flight response. By creating a sense of urgency through limited-time offers or countdown timers, you can stimulate the amygdala and motivate customers to take action.
  4. Brand Transparency: Honesty and transparency can evoke feelings of trust and loyalty. By being transparent about your business practices, you can stimulate the amygdala and build a trustworthy relationship with your customers.
  5. Appealing Visuals: The amygdala responds to visual stimuli. Using appealing visuals, such as images and videos, can stimulate the amygdala and make your brand more memorable.
  6. Immersive Experiences: Providing immersive experiences, such as virtual reality or interactive content, can engage the amygdala and create a memorable brand experience.
  7. Sensory Marketing: Engaging the senses can stimulate the amygdala and create an emotional connection with your customers. This could involve the use of certain colors or shapes in your branding, or even the creation of physical products that engage the senses.
  8. Social Proof: Social proof, such as customer reviews or celebrity endorsements, can evoke feelings of trust and security, engaging the amygdala and increasing your brand’s credibility.
  9. Reward Programs: The anticipation of rewards can stimulate the amygdala. By offering reward programs or loyalty schemes, you can engage the amygdala and encourage customer loyalty.
  10. Personalization: Personalization can evoke feelings of being valued and understood, stimulating the amygdala. Tailoring your content, products, and services to the individual needs and preferences of your customers can make them feel more connected to your brand.

In essence, the amygdala plays a crucial role in shaping customers’ emotional reactions, influencing their memory of brand experiences, and guiding their future decisions. Brands that understand and leverage this can strategically design customer experiences that elicit positive emotional responses, leading to more favorable brand perceptions, stronger customer loyalty, and ultimately, greater business success.

The prefrontal cortex (PFC) and Hippocampus

                                                 2024. Image by Joao Marcelo Novellino Pereira. All Rights Reserved.

The PFC is located at the front of the brain and the Hippocampus is in a central position of the brain, they are crucial players in customers’ perception and memory of brand experiences. Unlike the amygdala, which deals primarily with emotional responses, the PFC and Hippocampus are involved in higher-order cognitive functions. These include decision-making, problem-solving, planning, and social behavior, all of which have significant implications for customer behavior and experience. Let’s delve into these aspects:

  1. Decision-Making and Planning: The PFC and Hippocampus play a significant role in decision-making, particularly when it involves planning and foresight. When customers consider various options—be it choosing between different brands, products, or services—these structures help evaluate these alternatives based on past experiences, future goals, and current circumstances. For instance, a customer might consider the quality, cost, and sustainability of a product before making a purchase. A positive experience with a brand—where the product or service meets or exceeds expectations—can influence future decision-making processes, encouraging repeat purchases.
  2. Problem-Solving: The PFC and Hippocampus are also involved in problem-solving. When customers face challenges or issues with a product or service, they rely on these areas of the brain to find solutions. Brands that provide effective problem-solving mechanisms, such as efficient customer service, can create positive experiences that enhance customer retention and loyalty.
  3. Social Behavior: The PFC and Hippocampus regulate social behavior, including understanding social norms, empathy, and perspective-taking. This can influence how customers respond to a brand’s social image. For example, customers are more likely to support brands that align with their values and exhibit socially responsible behavior.
  4. Emotional Regulation: Although the amygdala is the primary emotion center, the PFC and Hippocampus also play a role in modulating emotional responses. They can dampen or enhance emotional reactions based on various factors, such as the context and personal relevance of the situation. This can further influence a customer’s emotional response to a brand and their subsequent behavior.

Here’s a comprehensive list of actions that a brand can take to stimulate the prefrontal cortex and hippocampus of their customers, thus promoting a better customer experience.

  1. Personalization: It is the key to engaging the prefrontal cortex, which is responsible for decision-making and social behavior. By tailoring your content, products, and services to the individual needs and preferences of your customers, you can stimulate their prefrontal cortex and make them feel more connected to your brand.
  2. Social Proof: The prefrontal cortex is also involved in social cognition. By using social proof, such as customer testimonials or celebrity endorsements, you can stimulate this part of the brain and increase your brand’s credibility.
  3. Emotional Connection: The hippocampus plays a crucial role in the formation of new memories, particularly emotional ones. By creating an emotional connection with your customers through storytelling or experiential marketing, you can engage their hippocampus and create a memorable brand experience.
  4. Educational Content: Providing educational content can stimulate both the prefrontal cortex, which is involved in planning and decision-making, and the hippocampus, which is responsible for learning and memory. This could be done through blogs, webinars, infographics, or any other type of content that provides value and educates your customers.
  5. Engaging Visuals: The brain processes images faster than text. By using engaging visuals in your marketing materials, you can quickly grab your audience’s attention and stimulate their prefrontal cortex
  6. Reward Programs: The prefrontal cortex is also involved in the anticipation of rewards. By offering reward programs, you can stimulate this part of the brain and encourage customer loyalty.
  7. Interactive Experiences: Interactive experiences, such as virtual reality or augmented reality, can engage both the prefrontal cortex and the hippocampus. These experiences can provide a unique and memorable experience for your customers, increasing their engagement with your brand.
  8. Sensory Marketing: Engaging the senses can stimulate various parts of the brain, including the hippocampus. This could involve anything from the use of certain colors or shapes in your branding, to the creation of physical products that are pleasing to the touch.
  9. Consistent Branding: Consistency helps to strengthen memory recall, engaging the hippocampus. Ensure your brand is consistent across all platforms and touchpoints to help customers remember and recognize you.
  10. Nostalgic Marketing: Nostalgia can be a powerful tool in engaging the hippocampus. By referencing past events, trends, or experiences, you can trigger nostalgic feelings and create a strong emotional connection with your customers.

In summary, the prefrontal cortex and hippocampus are key players in customers’ cognitive processes and behaviors. By understanding their role, brands can design experiences that cater to customers’ decision-making processes, problem-solving needs, social expectations, and emotional responses. This can enhance customer satisfaction, foster loyalty, and ultimately drive business growth.

Dopamine and Oxytocin

                                            2024. Image by Joao Marcelo Novellino Pereira. All Rights Reserved.

Dopamine is often referred to as the “feel-good” neurotransmitter, and it plays a significant role in customers’ decisions and their overall experience. Dopamine is produced by our brain and it’s involved in our motivation, reward, and pleasure systems. Here’s a more detailed look at how dopamine influences customer behavior:

  1. Reward and Pleasure: Dopamine is associated with the feeling of pleasure that comes from reward. When customers make a purchase that they perceive as rewarding, it triggers the release of dopamine, creating a sense of pleasure or satisfaction. This pleasant feeling can become associated with the brand or product, motivating the customer to repeat the purchase in the future. The anticipation of this reward can also be a powerful motivator. For example, a customer might feel a rush of dopamine when they think about the enjoyment they’ll get from a new book, a delicious meal, or a stylish piece of clothing.
  2. Motivation: Dopamine is a crucial driver of motivation. Higher levels of dopamine can encourage customers to take action, such as making a purchase, signing up for a service, or recommending a brand to others. Brands can tap into this by creating experiences or offers that stimulate dopamine release. This could include offering exclusive deals, creating engaging advertising, or providing exceptional service.
  3. Learning and Memory: Dopamine also plays a role in learning and memory. When the dopamine system is activated by a positive experience (such as a rewarding purchase), it can strengthen the memory of that experience. This can help to create a positive association with the brand in the customer’s mind, making them more likely to choose that brand again in the future.
  4. Risk and Reward Evaluation: Dopamine is involved in evaluating the potential reward concerning the risk involved. For example, when deciding whether to make a big-ticket purchase, customers’ brains will weigh the potential reward (the pleasure or utility they’ll get from the product) against the risk (the cost of the product). Dopamine levels can influence this process, potentially tipping the balance towards taking the risk and making the purchase.

Oxytocin is often referred to as the “love hormone” or “cuddle hormone,” and is another neurotransmitter that influences customers’ decisions and experiences. While dopamine is associated with pleasure and reward, oxytocin is associated with social bonding, trust, and empathy. Here’s how oxytocin influences customer behavior:

  1. Trust and Loyalty: Oxytocin plays a crucial role in building trust and fostering loyalty. When customers feel a sense of trust towards a brand, their brain releases oxytocin, which creates a positive emotional connection. Trust can be built through consistent and reliable experiences, transparent communication, and delivering on promises. When customers trust a brand, they are more likely to become loyal and repeat customers.
  2. Emotional Connection: Oxytocin is also involved in creating emotional connections between individuals. Brands can tap into this by creating experiences that evoke positive emotions and foster a sense of connection. This could include personalized interactions, storytelling, or supporting social causes that resonate with customers’ values. When customers feel emotionally connected to a brand, oxytocin is released, enhancing their overall experience and strengthening their bond with the brand.
  3. Word of Mouth and Advocacy: Oxytocin can also influence customers’ likelihood to share their positive experiences with others. When customers have a positive and emotionally fulfilling experience with a brand, oxytocin is released, which can lead to an increased desire to share that experience with friends, family, and colleagues. This can result in positive word-of-mouth marketing and advocacy, ultimately driving more customers to the brand.
  4. Customer Satisfaction and Happiness: Oxytocin contributes to the overall satisfaction and happiness that customers experience. When customers feel a sense of connection, trust, and emotional fulfillment, their brain releases oxytocin, which enhances their positive emotions and satisfaction levels. This can result in higher customer retention rates, increased customer lifetime value, and a positive brand reputation.

Stimulating the release of dopamine and oxytocin in your customers can create a more engaging and emotionally satisfying brand experience. Here are some tips to make it happen:

  1. Deliver Unexpected Rewards: Dopamine is known as the ‘reward molecule’. It’s released in response to pleasurable experiences, particularly unexpected ones. So, surprise your customers with unexpected perks, discounts, or bonuses. It could be a surprise discount on their birthday or a random act of kindness on a normal day.
  2. Social Interaction: Oxytocin is often referred to as the ‘love hormone’, promoting bonding and social interaction. Encourage interactions on your social media platforms, create a community forum for your customers, or arrange social events that your customers can attend. This will foster a sense of belonging and community, triggering the release of oxytocin.
  3. Storytelling: Stories can evoke emotional responses that can lead to the release of both dopamine and oxytocin. Use storytelling in your marketing strategy to make your brand more human and relatable. Share your brand’s journey, customer success stories, or stories about how your products are made.
  4. Gamification: Incorporate elements of gaming into your marketing strategy. This could be through loyalty programs that offer points for purchases, or competitions that offer prizes. Winning stimulates the release of dopamine, making customers feel good and encouraging them to engage further with your brand.
  5. Personalization: Personalized experiences make customers feel special and valued, which can stimulate the release of both dopamine and oxytocin. Use customer data to tailor your marketing messages, product recommendations, and customer service interactions to individual customers.
  6. Quality Customer Service: Providing excellent customer service can also stimulate the release of oxytocin, creating a sense of trust and loyalty. Ensure your customer service team is well-trained and empowered to resolve customer issues positively and efficiently.
  7. Physical Contact: While this may not apply to all brands, physical contact can stimulate the release of oxytocin. This could be achieved in physical stores through friendly handshakes, high fives, or even a pat on the back.
  8. Create Experiences: Organize events or experiences that allow customers to engage with your brand in a fun and interactive way. This can create memorable moments that trigger the release of dopamine and oxytocin.
  9. Encourage Reviews and Testimonials: Positive reviews and testimonials can stimulate the release of dopamine in potential customers, as they anticipate the positive experience they are likely to have with your brand.
  10. Use Visuals: Beautiful, interesting, or funny visuals can evoke positive emotions and stimulate the release of dopamine.

In summary, both dopamine and oxytocin play a crucial role in driving customers’ decisions and experiences. Brands can leverage these hormones by creating rewarding experiences that build trust, evoke positive emotions, and foster a sense of connection. By understanding the power of dopamine and oxytocin, brands can create strong emotional bonds with their customers, resulting in long-term relationships and positive customer experiences.

Mirror Neurons

                                            2024. Image by Joao Marcelo Novellino Pereira. All Rights Reserved.

They’re a type of brain cell that reacts both when we act and when we see someone else performing the same action. This means that they allow us to “mirror” other people’s actions, hence the name.

Now, let’s dive into how these amazing neurons play a significant role in customer decision-making and how can brands use them to influence it.

  1. Testimonials: mirror neurons are responsible for our capacity to empathize. They help us understand and share the feelings of others. In the context of customer decision-making, these neurons can make customers feel connected to a product or service if they see someone else enjoying it. For example, if you see someone enjoying a delicious slice of pizza, your mirror neurons activate, and you might suddenly find yourself craving pizza too! This is why testimonials, reviews, and influencer marketing can be so effective. They trigger our mirror neurons and can sway our buying decisions.
  2. Ratings and Reviews: mirror neurons can also impact customers’ decision-making through social proof. This is a psychological and social phenomenon where people tend to copy the actions of others in an attempt to behave correctly in a given situation. For example, seeing a line of people in front of a restaurant can make it seem more appealing, as our mirror neurons tell us that if so many people are dining there, it must be good. This can also explain why customers are more likely to purchase a product that has high ratings and positive reviews.
  3. Storytelling: mirror neurons can also be stimulated through storytelling. When we hear a story, especially one that is emotionally engaging, our brains often respond as if we were experiencing the events of the story. Therefore, businesses that tell compelling stories about their products or services can effectively engage customers’ mirror neurons, making them more likely to make a purchase.


Isn’t it fascinating how our brain works? It’s like a well-conducted orchestra, every piece playing its part to create the symphony of our thoughts, emotions, and decisions. Emotions play a vital role in providing a great customer experience. When customers feel valued, understood, and appreciated, they tend to stay loyal, spread positive word-of-mouth, and become ambassadors of the brand.

You probably noticed that a stimulus promoted by a brand can generate more than one response in the brain. If you use the tips listed above to design intentional experiences in the Customer Journey, you will surely get positive outcomes.

So, let’s make every interaction count with a pinch of empathy and a spoonful of joy!

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