While companies typically focus on the in-the-moment interaction a consumer has with a brand, there’s a lot to be said for engaging consumers with the joy of anticipation. Happiness research indicates that more than half of someone’s happiness is built in moments of anticipation and remembering, while marketing research indicates that the emotional component of customer experience is a better predictor of loyalty than the functional, cognitive component. If that’s the case, most brands are missing out on opportunities to deliver happiness (as well as earn customer loyalty).
