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The Magic That Makes Customer Experiences Stick
Article

The Magic That Makes Customer Experiences Stick

The most memorable experiences are suffused with emotion – not extra features or value for money.

Stefan Thomke
MIT Sloan Management Review, 2019
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Editorial Rating

7

Qualities

  • Concrete Examples
  • For Beginners
  • Engaging

Recommendation

Businesses are discovering the power of emotion to forge memorable customer experiences, inspire loyalty and influence purchasing decisions. Drawing from behavioral and quantitative research as well as marketing strategies from automaker Ferrari, watchmaker A. Lange & Söhne, and other high-performing companies, Harvard Business School professor Stefan Thomke delves into the psychology and power of emotional customer experiences in this insightful article for MIT Sloan Management Review.

Take-Aways

  • By reaching customers emotionally, businesses can increase engagement and influence purchasing decisions.
  • Emotions – more often than logic – drive people’s decisions and spur action.
  • Allow variability in the customer experience to create the potential for memorable experiences.

About the Author

Stefan Thomke is the William Barclay Harding Professor of Business Administration at Harvard Business School.

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