Happiness Affects How Consumers View Companies

After an inspiring weekend at the 2017 World Congress of Positive Psychology in Montreal, I decided to take a look at some of our data that connects positive psychology with customer experience. I started by examining the question:

Does the innate happiness of a consumer influence how she perceives her experiences with companies?

The answer is yes!

I analyzed the happiness of consumers (based on the degree to which they agree with the statement “I am typically happy“) and the Temkin Emotion Ratings ( a subset of the Temkin Experience Ratings) that they gave to companies with which they’ve recently interacted. The data represented more than 106,000 interactions across 20 different industries.

As you can see in the graphic below, consumers who are happier are more likely to rate their interactions as being positive emotional experiences and less likely to rate them as being negative emotional experiences.

customer happiness affects emotional perception of company interactions

The bottom line: Happy people make more emotionally connected customers.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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