Summary of The Magic That Makes Customer Experiences Stick

Looking for the article?
We have the summary! Get the key insights in just 5 minutes.

The Magic That Makes Customer Experiences Stick summary
Start getting smarter:
or see our plans




Businesses are discovering the power of emotion to forge memorable customer experiences, inspire loyalty and influence purchasing decisions. Drawing from behavioral and quantitative research as well as marketing strategies from automaker Ferrari, watchmaker A. Lange & Söhne, and other high-performing companies, Harvard Business School professor Stefan Thomke delves into the psychology and power of emotional customer experiences in this insightful article for MIT Sloan Management Review.

About the Author

Stefan Thomke is the William Barclay Harding Professor of Business Administration at Harvard Business School.



By inspiring customers’ emotions, businesses can increase engagement and influence purchasing decisions.

Customer experience designers have access to advanced technology and tools for data analysis, yet the customer experience hasn’t improved much. Businesses have been neglecting an essential element: emotions. People remember experiences because of the emotions they generate. To foster loyalty and engagement, provide experiences that change how people feel in a positive direction.

Emotions – more often than logic – drive people’s decisions and spur action.

According to neurologist Donald Calne, “Emotion leads to action while reason leads to conclusions.” Quantitative research supports the notion that emotions, more than reason, inspire...

More on this topic

Customers who read this summary also read

Steve Jobs’s Real Talent Wasn’t Design – It Was Seduction
Want to Make Better Decisions, Start Experimenting
How to Grow the Fuck Up
What Does Personalization in Banking Really Mean?
Your Data-Driven Marketing Is Harmful. I Should Know: I Ran Marketing at Google and Instagram

Related Channels

Comment on this summary