Latest / Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing
Mapping Customer Emotions Not Just Actions
In this episode of Customer Journey with Fexingo, Lucas and Luna explore how most customer journey maps fail by focusing only on actions—clicks, visits, purchases—while ignoring the emotional states that drive them. They discuss a study by the Ehrenberg-Bass Institute showing that 65 percent of purchase decisions are influenced by emotional context, not rational evaluation. Using the example of a DTC mattress brand, they walk through how mapping 'feeling states' at each touchpoint revealed a bottleneck in the consideration phase—customers felt overwhelmed by choices and anxious…
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