Recent research from the Harvard Business Review found that just satisfying customers isn't enough anymore.
Instead, the research suggested that an emotional connection with customers is a more accurate predictor of loyalty than simply purchasing the product or service they want.
To learn more about how positive and negative emotions can impact customer loyalty, Temkin Group surveyed 10,000 U.S. customers to learn about the feelings they experienced over the course of various shopping and customer service interactions
How Emotion can Impact Customer Loyalty
Then, respondents were asked about how those emotions impacted their loyalty to that brand based on the emotions they felt during the interaction.
So, while positive emotions can be a predictor of customer loyalty, negative emotions like disappointment and anger can be an equally reliable predictor of a customer churning.
To learn more on this topic, learn about how to build a customer loyalty program next.