In Part 2 of Episode 4 on the Strategy Edge podcast, brand interventionist and author of "10 Reasons Why CX/NPS Programs Fail", Christopher Roberts, delves deeper into the critical role of emotions in customer experiences. He distinguishing key emotions crucial for both B2B vis-a-vis B2C sectors.

Chris explores the sources responsible for delivering these emotions—primarily staff, either directly or indirectly, and technology, using examples like the Disney on-hold experience to illustrate their impact.

He highlights how leveraging emotions strategically can be a potent differentiator in the market, urging businesses to recognise the immense economic value of emotions in driving customer loyalty and recommendations, far beyond mere operational or transactional aspects.