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Navigating Emotions Mapping Emotional Touchpoints to Enhance Customer Experience in the Digital Era
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Author(s): Yamijala Suryanarayana Murthy (Vardhaman College Engineering, India), Priya Bhatnagar (Aryabhatta College, India)and Zahid Hussain (Khadim Ali Shah Institute of Technology, Pakistan)
Copyright: 2025
Pages: 32
Source title:
Demystifying Emotion AI, Robotics AI, and Sentiment Analysis in Customer Relationship Management
Source Author(s)/Editor(s): Fazla Rabby (Stanford Institute of Management and Technology, Australia), Nasim Ahmed (The University of Sydney, Australia), Amandeep Sehmi (Canterbury Institute of Management, Australia), Rohit Bansal (Rockford College, Sydney, Australia)and Nishita Pruthi (Asian School of Business, India)
DOI: 10.4018/979-8-3373-1867-7.ch007
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Abstract
In today's competitive marketplace, customer experience has emerged as a pivotal differentiator for businesses. Emotionally engaging customer interactions significantly influence satisfaction, loyalty, and long-term retention. This chapter delves deeply into the critical concept of emotional touchpoints, examining how businesses can strategically identify, map, and leverage emotional interactions throughout the customer journey. By integrating advancements in Emotion AI, sentiment analysis, and robotics AI into customer relationship management (CRM) systems, organizations can better interpret and respond to customer emotions. Through systematic identification and analysis of emotional touchpoints, businesses can effectively personalize customer experiences, anticipate emotional responses, and respond proactively to customer needs. Practical recommendations are presented for organizations aiming to enhance their emotional intelligence competencies in customer relationship management, ultimately driving superior competitive advantage and sustainable business growth.
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