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.

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

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey.

Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum.

My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers.

I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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