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Building reputation
Emotionally aware automation is the hidden driver of retail trust, loyalty, and long-term success.
By Jadah Hawkins
Automation is everywhere: selfcheckout kiosks, chatbots, personalized recommendations. Retail runs on it. But here’ s the catch: speed and efficiency alone don’ t win hearts anymore. Customers want fast, yes- but they also want to feel like they matter( not like # 8,347 in the queue). That’ s where emotionally intelligent automation comes in.
CMSWire reports that 66 percent of customer experience( CX) leaders say contact centers play a major role in building loyalty. In other words, brand affinity hinges on how people experience routine interactions, not just how quickly they move through them, creating opportunities for connection.
Why feelings shape retail choices
Speed might impress in the moment, but it’ s the personal touch that lingers. What shoppers remember are the instances when a return was handled with care, a chatbot eased frustration instead of adding to it, a brand stepped in before a customer had to ask, or a purchase was made easier with thoughtful recommendations. When experiences resonate and the brand reflects who people are- or aspire to be- that alignment shapes feelings and keeps people coming back.
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