Why emotions matter in retail customer journeys

By understanding consumers’ emotional triggers, retailers can better design customer journeys that address concerns, ultimately fostering stronger, more emotionally resonant connections with their audience. What do customers want from a brand? It all comes down to understanding a buyer’s emotions and expectations as part of the customer journey. In its State of Service and State of the Connected Customer reports, Salesforce notes that customers want to know that brands know them and what they need, that a company at all points of the journey works together, they can trust the brand during times of change, and that human beings are managing AI-based services.