An experience is only an experience because of emotion; computers do not experience; the stronger the emotions the stronger the experience and it’s imprint in the memory bank. So customer experience design comes down to creating powerful, positive, experiences that leave permanent footprints in the mind/heart of the customer.
So what are the primary emotional needs of our fellow human beings? There are as many schools of thought as there are writers on the subject. Personally, I find that the Human Givens school has articulated a useful and actionable list of ten emotional needs:
- Security — safe territory and an environment which allows us to develop fully
- Attention (to give and receive it) — a form of nutrition
- Sense of autonomy and control — having volition to make responsible choices
- Being emotionally connected to others
- Feeling part of a wider community
- Friendship, intimacy — to know that at least one other person accepts us totally for who we are, “warts ‘n’ all”
- Privacy — opportunity to reflect and consolidate experience
- Sense of status within social groupings
- Sense of competence and achievement
- Having meaning and purpose — which comes from being stretched in what we do and think.
When these emotional needs are met we feel great and when they are not then we tend to feel down – we misfire. And in every human encounter these emotional needs are either fulfilled, ignored or violated. How is your organisation doing? Which needs are you fulfilling? Which needs are not even on your radar? And which needs are you violating 0 intentially or unintentionally? If you took a good hard look and are honest with yourself you are in for a surprise and an opportunity.
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