Creating clear, concise, and consistent content isn’t enough. You also need to understand how your content makes people feel. The goal, of course, is to make your customers feel good. Empathy—defined as “identification with and understanding of another’s situation, feelings, and motives”—is a key success factor in delivering a great customer experience with content.

This Temkin Group video shows the importance of emotion when it comes to an organization’s approach to customer experience. Visit the Customer Experience Matters blog for more information on emotion.