What drives truly exceptional employee and customer experiences? According to Tamar Cohen, it’s not just data or process design — it’s emotion. In a recent webinar ‘The Emotional Engine Behind Experience Design‘, Tamar unpacked the critical but often overlooked role of emotion in shaping behaviour, loyalty, and ultimately, business success.
Here’s a summary of the key ideas and takeaways from the session.
💡 Why Emotion Deserves a Seat at the Strategy Table
Too often, we assume people are rational decision-makers. But as Tamar explained, that’s rarely the case. Drawing on behavioural science, she reminded us that:
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85% of decisions are emotional or subconscious (Kahneman)
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People react first, then rationalise
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Employee and customer perceptions are deeply emotional and shape their experiences
Key takeaway: If your experience strategy isn’t accounting for emotion, it’s likely missing the mark.
🎢 Employee Experience Is Emotional
From frustrating log-ins to how welcomed we feel on day one, emotions underpin every moment of the employee journey. Tamar illustrated how everyday friction (or delight) can directly impact productivity, satisfaction, and even customer experience.
She also highlighted the “Meh Economy” — a state where employees aren’t actively disengaged, but certainly not energised. And that emotional disconnection can cost organisations dearly in performance, retention, and advocacy.
🏛️ Trust Is in Crisis — and It’s Emotional Too
Using Edelman Trust Barometer data, Tamar shared that:
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Trust in government and media continues to decline
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Worryingly, for the first time in years, trust in employers has also dropped
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Emotional energy is being drained by uncertainty, misinformation, and perceived leadership gaps
Key takeaway: Now more than ever, emotionally intelligent, human-centred leadership matters.
💼 What Do Employees Really Want?
Tamar shared five core emotional drivers for employees:
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Autonomy and ownership
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Collaboration and social connection
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Opportunities for growth
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Recognition
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Two-way feedback and communication
She pointed to companies like Wegmans as examples of businesses building cultures rooted in emotional connection — and reaping the rewards.
🚀 So What? What Now?
Whether you’re designing strategy, shaping culture, or simply trying to reduce friction in your onboarding process, emotion is not a “nice to have” — it’s a key driver of engagement, trust, and performance.
Need help designing emotionally intelligent experiences?
At People Lab, we partner with organisations to help you do just that — whether you need strategy, support, or a sounding board. Drop us a line if you want to see how we can help you.
Or if you’d rather explore and learn in your own time, you can dive into self-serve resources via our sister site The EX Space.
👉 Let’s chat about how we can support you — or check out The EX Space here.
