Presentation by Rachel Lawes, Lawes Consulting, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com).

1. 1
T H E S E M I OT I C S O F E M OT I O N
D R R AC H E L L AW ES FO R C X E M OT I O N
T H E C U S T O M E R E X P E R I E N C E C O N F E R E N C E F O R M A R K E T E R S , 2 0 J U N E 2 0 1 9 , L O N D O N 9 : 4 0 A M – 1 0 : 0 5 A M

2. 2
SEMIOTICS
DECODES SIGNS & SYMBOLS

3. 3
SIGNS ARETHE BUILDING BLOCKS OF
REALITY
EXPERIENCE IS A CULTURAL
PRODUCT

4. 4
WHAT IF EMOTION IS NOT SOMETHING
YOU FEEL INSIDE?

5. 5
WHAT IF EMOTION ISA KIND OF
PERFORMANCE?

6. 6
HAPPY

7. 7
“she wants to appear like she
has a happy, normal family”
“their child’s happiness should
come above that”
Social functions of ‘happy’
• a sign of normality
• a responsibility, to
oneself and others
• a kind of achievement

8. 8
SAD

9. 9
“I feel sad”
“actually, I am devastated”
Social functions of ‘sad’
• sad is acceptable
because it’s not an
extreme emotion
• sadness incurs more
support, less disapproval“you will have down days”

10. 10
DISGUSTED

11. 11
Social functions of
‘disgusted’
• Without disgust, there
might not be any Twitter
• A highly enjoyable state
• Finality: I won’t be
talked around

12. 12
LOVE

13. 13
Social functions of ‘love’
• Highly aspirational &
performative
• Yearning for restraint,
approval
• Needs the validation of
observers

14. 14
CUSTOMER EXPERIENCE

15. 15
GIVE CUSTOMERS
OPPORTUNITIESTO
PERFORM EMOTION
• chances to react
• photo opps
• shareable moments

16. 16
Dr Rachel Lawes tel: +44 (0)7939 020 466 email: rachel@lawes-consulting.co.uk
Twitter, Instagram: @drrachellawes LinkedIn: Dr Rachel Lawes