We not only need to promote positive emotions but also actively avoid negative ones.

Principle #10 Emotions often take the reins, and when it comes to customer experience, you cannot overlook that! For example, if you are shopping online and you feel the cart page of the website looks suspicious… Do you proceed with the purchase or do you leave it? If you can't find reassurance, you leave the cart abandoned there. Emotions trigger different actions. So... ⦿ What actions do you want the user to take? ⦿ What emotions would discourage or encourage these actions? ⦿ How do your customers feel? Customers' emotions have to be taken into account every step of the journey. Emotions can encourage (or discourage) a specific behavior. If you want a customer to come back, you have to make them feel satisfied, for instance.

Watch the video below to see Matt Watkinson give an example of emotion on great customer experience. It takes 2 min. https://www.youtube.com/watch?v=Mxw25NqX5wY&ab_channel=Methodical

Photo by cookie_studio on Freepik Reference: The Ten Principles Behind Great Customer Experiences by Matt Watkinson. Edinburgh Gate, Harlow. 2013.