ABSTRACT
This chapter provides an approach to emotional touchpoints that offers a very tangible input to the customer experience design and shows how to support such customer emotional engagement in practice. It focuses on “Emotional touchpoints” as a component of the “7Es” of the experiential marketing mix that replaces the “P” of “Physical environment,” which is part of the traditional marketing mix or 7Ps. The chapter also shows how ompanies can shift the focus from the logic of a physical environment that includes the examination of the main physical and customer-oriented logic based on the idea of emotional touchpoints to help companies design customer experiences with emotional touchpoints that are suitable and can match the needs of customers through different stages in their journey. The idea of using emotional touchpoints leads companies to develop a deeper understanding of the emotions related to the experience by focusing more on the moments where the customers’ memories are being activated.
