The DNA of Customer Experience: How Emotions Drive Value

In the beginning these emotions of interested, indulgent, stimulated, exploratory

and energetic can give you a short-term lift. In this case this is exactly what
happened. Their advertising and PR worked well, people knew about it. We
were keen to visit and explore. On visiting the restaurant the experience
evoked all the emotions in the Attention Cluster, so much so it made us tell
other people.
The Attention Cluster is the only set of emotions that have a direct impact
on short-term spend. However, that impact is short-lived if you do nothing to
continue to stimulate these emotions. The effect of the Attention Cluster of
emotions will wane if not continually reviewed and maintained. This cluster is
a dangerous set of emotions as they can lull you into a false sense of security. We
are sure that the restaurant management was very pleased with the initial inux
of visitors, but then made the fatal error of letting complacency set in. Let us
start by again mixing the feelings with the nances and look at the economic
effect on this restaurant.

Figure 5.1 Attention Cluster of emotions

This restaurant had about 40 covers (individual table settings). At the

beginning I would estimate that they had 75% occupancy over the week,
taking into account lower numbers at the beginning of the week. This is
evenings only.

The average bill was 40 ($72) per head

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