Just as most of us prefer to do business with people we like, we also prefer to do business with companies we like—that is, companies that create an emotional connection with us. Consumers’ emotional experiences with a business greatly influence how much and how often they spend. However, C Space notes that when companies survey customers about their experiences, they’re often too literal. For example, a survey might reveal that customers are waiting too long in line without getting more information about the emotional aspect of that experience. How does waiting make the customer feel? Are they annoyed, disrespected, hurt, frustrated? Read more ……