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Emotional Intelligence in CX: Fuelling Tangible Business Results


When you work in the area of Customer experience (CX), it doesn't take you long to realize one undeniable truth: Emotional Intelligence (EI) is a crucial catalyst behind transformative Customer Experience (CX) success.

Beyond its role in nurturing human connections, the question is, can EI really deliver tangible and substantial business outcomes? In this article, we uncover the remarkable impact of EI on CX, shedding evidence-based light on the profound business results it drives.

Six proven ways in which EI positively impacts CX and business results

1.       Enhanced Customer Loyalty and Retention

A study published in the Harvard Business Review discovered that customers with positive emotional experiences with a brand are 15 times more likely to recommend the company than those with negative emotional experiences.

Research by Temkin Group found that emotionally engaged customers are more than twice as likely to recommend a company and make a repeat purchase than those with lower emotional engagement.

2.       Improved Customer Satisfaction

A study by the Customer Contact Council revealed that reducing customer effort—the emotional strain customers feel when trying to resolve an issue—can significantly boost customer satisfaction. Companies that successfully minimized customer effort saw an 81% increase in customer loyalty.

According to a study published in the Journal of Consumer Research, customer satisfaction is not solely dependent on the outcome of an interaction but is also influenced by the emotional tone of the experience.

3.       Building Trust and Credibility

The Customer Experience Impact Report by Harris Interactive stated that 75% of customers trust companies more when their responses to customer inquiries are personalized.

A study published in the Journal of Service Research revealed that emotional competence, which includes empathy and emotional regulation, significantly contributes to building trust between customers and service providers.

4.       Effective Problem Resolution

Research conducted by Gartner found that 89% of companies now expect to compete mainly on the basis of customer experience, emphasizing the need for efficient problem resolution. EI enables customer service representatives to empathize with customers, understand their emotions, and handle issues with sensitivity.

A study in the International Journal of Market Research found that customers who feel that their emotional needs are met during problem resolution are more likely to remain loyal to the company.

5.       Positive Word-of-Mouth and Online Reviews

A study published in the Journal of Marketing demonstrated that positive emotional experiences significantly influence customers' willingness to share their experiences on social media platforms.

Research conducted by BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations. Providing customers with emotionally resonant experiences increases the likelihood of positive online reviews and word-of-mouth recommendations.

6.       Increased Customer Lifetime Value (CLV)

According to the White House Office of Consumer Affairs, attracting a new customer is six to seven times more costly than retaining an existing one. Emotionally intelligent companies have a higher chance of retaining customers, thus increasing their CLV.


The evidence is clear: Emotional Intelligence is not just a soft skill but a strategic imperative for businesses aiming to excel in customer experience.

The good news is that emotional intelligence is a skill that can be learned and developed over time.

Companies can expect tangible results by investing in the development of EI skills among those responsible for delivering a transformative Customer experience at all levels. In the age of data-driven decision-making, it's crucial not to overlook the emotional dimension of customer experience and to harness the power of EI as an essential driver of success and business growth.

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