"market-mantra" Manma Emotion Jaage!!!

"Emotions", an absolute integral part of every life on the face of Earth. "Kaam, Krodh, Lobh, Moh and Ahankar" is what a human soul is made of. Channelizing emotions started its journey from emojis, popularized over the various social media platforms. Emojis in due course somehow got through our veins and arteries. And, we like the pre-civilized human race have embraced pictorial demonstrations as the most convenient way of communicating. But if we portray our honest views such emojis proved themselves successful in gaining human involvements. 

Facebook also in order to boost their "like" feature has implemented emojis, which has actually accelerated our affinity to like stuffs over FB. Because, now a "like" not necessarily describes a happy emotion, it has its own dynamics. Emojis has helped us to become more virtually expressive.

Marketers being the most opportunists of the kind, has penetrated their claws in human emotions to serve their purpose, although, it proved out to be a notion of mutual benefits. Emotion Analytics is the super hero of the present marketing era.

If we look back to history, some companies who concentrated on the emotional values to lead their add campaigns are Dove, tracking real time emotion of women after using Dove. Then comes Nike's "Just do it" campaign triggering the sporty emotions among the individuals. Computers use a plethora of soft wares to interpret the Human emotions, among them the Bayesian Network marks a lead. Programmers often refers to Paul Ekman's Facial Action Coding System for their creation of Emotion detecting software.

Even in many companies Emotion Analytics holds up an integral part of the HR mechanism for their Employee Management. Taj Group of Hotels being an exemplary organization  of this mechanism use Happy sheets in their Associate Training Program to analyze their Employee Satisfaction.

My latest observation revolves around the digitization of  the process of Emotion Analytics.

Aditya Birla Group is one of the big shot Business houses in India. They have their wings spread at various sectors. Some of the retail chains of Aditya Birla Group are "More" in terms of daily grocery, "Pantaloons" in terms of apparels. 

Every time you visit a More Store, you will notice an uniqueness in the billing counter which showcases a digital emoji board. The bill is only generated when you push a particular button describing your shopping experience. The board portrays 5 parameters ranging from happy to sad.

I was even overwhelmed during my latest visit to Pantaloons where I noticed a similar mechanism being showcased at the Billing Counter. Now, this was even more intensified. It did not just portray the emotion meter but it also designed a digital rating scale trying to know our likability to refer Pantaloons to close acquaintances, which is one of the most probable measures to calculate NPS or Net Promoter Score.  And, as claimed by Marketers "customer’s emotional experience is the most significant driver of loyalty, especially when it comes to consumers recommending firms to their friends”, I could bridge the gap between the diversified measures being portrayed on such digital boards.

The Conclusion which I extracted from such technology being embraced by the various Organizations is that we have landed up in a generation of Customer Experience Management and Emotion Analytics is one of the most integral part of that. Human Emotions has also proved to be one of the greatest drivers of Human purchasing decision. Probably we are moving into an era where the game of business will be played "dimag se nahin, dil se".