The Art and Science of Creating Emotive Experiences

Can you actually engineer service experiences to deliver memorable moments?

Prof. Kwortnik and global collaborators address this question as part of a broader consideration of the service-as-theater perspective. The team discovers that three factors - surprise, anticipation, and sequence - have an impact on emotions generated immediately following and soon thereafter a service experience. This work has significant implications for customer experience design as operators seek ways to deliver desired emotive outcomes consistently across locations and encounters.

Read the report here