Meaningful brands flourish while meaningless ones wither away. Achieving meaning is quite a feat: consumers wouldn’t care if most brands were to disappear. Welcome, Amazon and Netflix! And good riddance to the brands whose names we can no longer recall.
Meanings are subjective. All encounters with products, services, and public images carry meanings that each consumer evaluates from his or her own perspective. Science can explain how these assessments result in different emotions. The role of emotions is to prepare us to act in a way that is beneficial to us. For companies, it is essential to realize that emotions have a huge impact on consumers’ behavior and engagement.
For example, Apple’s brand value of more than 200 billion dollars is rooted in the meanings and emotions the brand creates and that entice millions of consumers to engage with that half-eaten apple – maggots and all.
Meanings do not have an inherent value. Personal evaluations give them their value, either positive or negative. These evaluations are instant: EEG measurements indicate that the human brain can process meanings with regard to novelty, pleasantness, relevance to the individual’s goals, and manageability within 0.6–0.8 seconds. Therefore, it shouldn’t come as a surprise that a customer may experience a strong emotional response in less than a second.
An emotion episode encompasses more than a thumbs-up or thumbs-down response. Different meanings lead to various emotions, which manifest themselves simultaneously as physical responses, gestures and expressions, action tendencies, and personal conscious experiences.
Teleperformance, a global company that provides outsourced multi-channel customer services, talks about the butterfly effect in the customer experience – wherein individual interactions can significantly influence the entire relationship between the customer and the brand. Meanings and emotions carry this effect onward: short-term emotion episodes transform into long-term emotional experiences, or brands that live in the customer’s conscious mind. The overall impact of a single emotion depends on the scale of the meaning.
How can a company recognize the meanings carried by its brand, its customers’ emotions, and the impacts of the related emotional experiences? How can it influence this cause–effect relationship in a goal-oriented manner?
Our Digital Emotional and Behavioral Intelligence platform can be used to measure customers’ holistic emotional experiences and the meanings behind them. The Emotional Value Index (EVI), referring to both an algorithm and an index based on scientific research, can be applied to analyze emotions and predict positive, engaged, and prosocial behavior in individual customer encounters and long-term brand experiences alike.
Emotions with a high EVI value result in expression of loyalty, a good reputation, growth, and creation of a competitive advantage, while emotions with only mediocre EVI values are signs of a customer experience that is pleasant enough but does not inspire engagement. A low EVI value, on the other hand, actually points to customer churn and financial losses.
A scientific solution can bring meanings, emotions, behavior, and engagement together into a simple, continuous chain that can be influenced. For example, fear, disappointment, and sorrow can be addressed coherently. Interest, joy, and love can be created systematically.
While customer-experience expert and speaker Shep Hyken talks about “Moments of Magic,” he offers pragmatic tips rather than magic tricks. NayaDaya Inc. strives to do the same. Our Digital Emotional and Behavioral Intelligence platform is science but not rocket science. Emotions are everyday occurrences that should not be shrouded in mystery.
All that is needed is a bold, empathic attitude and an effective method for understanding and shaping the process that leads to emotions and engagement, ultimately producing competitive advantage. An emotional connection promotes loyalty to a brand. Thus, the utilization of emotionally intelligent platforms and emotion-related data offers huge opportunities for companies.
Timo Järvinen, CEO & co-founder of NayaDaya Inc.
email: timo[at]nayadaya.com, tel. +358 40 505 7745
 Havas Group. Meaningful brands study, 2019.
 Forbes. The world's most valuable brands, 2019.
 Scarantino, A. The component process model of emotion, and the power of coincidences, Emotion Researcher, 2015.
 Scherer, K. R., Fontaine, J. R. J., & Soriano, C. Components of Emotional Meaning. Oxford University Press, 2013.
 Teleperformance: The butterfly effect in customer experience. Customer Experience Roundtable Series, 2019.
 NayaDaya Inc. Digital Emotional and Behavioral Intelligence platform. NayaDaya.com, 2019.
 NayaDaya Inc. Emotional Value Index algorithm and indicator. NayaDaya.com, 2019.
 Hyken, S. Create an amazing customer service experience. Hyken.com, 2019.
 Deloitte. Exploring the value of emotion-driven engagement, 2019.
The value created by any company or organization is appraised by human emotions and rewarded by behavior, leading to success or failure. The ones who can utilize this law of nature, are the future winners and global market leaders.
The fundamental mission of any company, organization, community, or learning institution is to create value and meaningful things to its employees, customers, members, students, or citizens. For you and me, actually.
This value is appraised and measured by human emotions, whether we are aware of it or not. Scientifically, it means a cognitive appraisal of any stimulus, event, process, content, object, product, service, brand, or agenda – whatever we experience around and inside us.
These appraisals lead to the other components of an emotional episode: Physiological responses, facial and vocal expressions and gestures, action tendencies, and the subjective cognitive feeling that combines all the other emotion components and that can be expressed through words, such as interest, joy, compassion, sadness, fear, and anger.
Value is created in continuous emotional interaction
Emotions prepare us to react to different stimuli. From the organization point of view, the value it creates on different contexts is appraised by people, and this appraisal arouses emotions and behavior. The behavior is based on the quality of the emotion. With this emotional behavior people – like employees and customers – give the value they have received back with interest, for better or worse. These actions carry the organization to success or failure – it’s as simple as that.
When people experience positive value, they reward the organization with positive value. If they experience negative value, the organization deserves nothing but negative value as a return gift. This is the law of nature in every organizations and business, and maybe the most significant factor when separating success from failure.
The future winners and the global market leaders are those companies and organizations who harness this principle and the momentum of emotions, to build a competitive edge from it.
Emotions and their behavioral effects need to be known
The positive and negative value experienced by people is not only appraised by positive and negative valence. It can't be understood by a couple of emojis or thumbs. Diverse emotional experiences have divergent behavioral consequences. For example, pride, love, relief, shame, disappointment, and hate are distinct experiences, leading to different behavior.
To perceive the value people receive, and to predict the behavior and value they will likely give in return, the full range of human emotions needs to be expressed and understood. It also needs to be known, how much value – for both individuals and organizations – each emotion contains. From the organization’s angle, the behavioral consequences of different emotions needs to be figured. Finally, it needs to be known how the desirable emotions can be achieved and the undesirable ones dealed with.
Benefiting from human brains and the science-based technology
The science-based NayaDaya® emotion technology does it all. The solution lets people express their true subjective feelings in a simple way, on any context, indicating the value they have received. And by benefiting its scientific Emotional Value Index (EVI) algorithm and key figure, it calculates the value and reward they are likely to give in return to the organization.
In practise, the "return gift" means engaged, positive, and prosocial behavior, focusing on the primary goals of all companies and organization, and generating also well-being for people themselves. The NayaDaya® solution makes it possible to identify the EVI value and forecasts, and to improve conditions and communications, the EVI value, behavior, and outcomes.
The processor of the NayaDaya® technology is not only the digital platform and the cloud service with its science-based proactive emotion analytics, but the myriad human brains all around the world. The key is the natural process in the human brains: The self-acting tendency to appraise all events around us, the built-in mechanism to generate different emotions and behavior, and the evolution of communication with the ability to express the quality of emotions with different words. The NayaDaya® solution combines this sophisticated “human computer” with the science-based technology.
The one-of-a-kind NayaDaya® technology carries the fundamental mission of every company and organization, by maximizing the value organizations and people create to each other. We aim at building the human and financial success at the same time, by means of emotions and technology.
Timo Järvinen, CEO & co-founder, NayaDaya Inc.
email@example.com, tel. +358 40 505 7745
Through their impact on human behavior, emotions have a strong effect on the success of a company or any other organization. Even though it is commonly measured, satisfaction is not actually one of the most desirable emotions.
The connection between emotions and behavior is deeply rooted in evolution. Emotions prepare a person to react to internal and external events. According to Professor Klaus Scherer’s theory on emotions, the Component Process Model, an emotional episode is made up of cognitive appraisal, bodily manifestations, facial and vocal expression and gestures, action tendencies, and the subjective experience of emotional state – which ultimately answers the question “how do I feel now?”
Emotions lead to actions, which at their most primitive involve fight-or-flight responses but can also include more complex and evolved behavior. Examples are cases of communal activities arising from emotions of love and compassion. While the rational mind assesses the circumstances and weighs the consequences of our actions, often our emotions still call the shots.
Individuals experience emotions, and organizations experience behavior
Emotions are significant to individuals. Recognizing, accepting, and experiencing our emotions and their causes, in solid awareness of our behavior, are fundamental for our emotional health and well-being. No emotions are good or bad. Emotions just are. We shouldn’t try to escape from even the most difficult or uncomfortable emotions – they will catch up with us anyway and affect our behavior, often on an unconscious level.
From the standpoint of an organization, the way emotions influence the behavior of individuals, personnel or customers, is what matters the most. Emotion-based behavior has a strong impact on the success of a company or any other organization.
Different emotions trigger different actions. While sadness and shame have a paralyzing effect, interest and pride lead to activity and engagement. Admiration arouses positive engagement, while anger results in negative engagement. Emotions can also contribute to prosocial behavior. For example, compassion and love spur people to help one another.
An emotion-based scientific algorithm can predict behavior
Our NayaDaya® emotion technology enables individuals to recognize and express their emotions digitally and to have their voices heard in numerous respects. When a company or an other organization understands its personnel’s and customers’ emotions in various contexts, it can apply knowledge rather than assumptions for developing its operations, conditions, and communications – and, thereby, emotional experiences. We can’t force ourselves to feel a particular way. To influence our emotions, we must address their root causes.
For understanding the consequences of emotions, we have applied scientific findings to create an algorithm that analyzes emotional experiences and calculates their emotional value. This value is measured with the Emotional Value Index, which predicts how the emotions affect behavior.
We wanted to identify the dimensions of emotional value that universally promote the goals and interests of individuals and organizations alike, irrespective of whether the individual involved is an employee, customer, media user, or student. In the choice of elements contributing to the EVI value and the scientific algorithm, we paid great attention to emotions’ tendency to create engaged, positive, and prosocial behavior.
Therefore, the universal EVI value acts as an indicator of both individuals’ and organizations’ well-being and success. A high EVI score indicates human experiences with considerable emotional value in a certain context and that their impact on behavior is desirable.
A low value, in contrast, predicts undesirable effects on behavior. If any organization consciously strives for a low EVI value (for example, provoking fear), a critical assessment of the values and goals enshrined in its operations and communications is called for.
Why measure contentment?
Even though emotions are neither good nor bad from an individual’s point of view, some of them are more desirable than others from the organization’s perspective. With the EVI system, emotions are ranked on the basis of their capacity to generate engaged, positive, and prosocial behavior. Sadness yields the lowest EVI value, and interest contributes the highest.
Interestingly, while satisfaction is one of the most commonly measured and promoted emotions, it is not even one of the top third of emotions on the EVI scale. In fact, in the EVI model, interest, love, compassion, pride, joy, admiration, and pleasure are all more effective than contentment in generating desirable behavior.
This model encourages organizations to question the emphasis placed on satisfaction and to adopt a holistic view of the employees’ and customers’ emotions. The NayaDaya® technology performs all the complex research-based calculations required for this. For users, it provides easy-to-use tools, interprets the data generated, and offers new means for reaching the company’s or other organization’s central goals.
CEO & co-founder, NayaDaya Inc.
timo[at]nayadaya.com, tel. +358 40 505 7745
Thoughts about emotions and technology.