Martin Hill-Wilson, Brainfood

Martin Hill-Wilson, Brainfood

Martin Hill-Wilson has a long track record in customer engagement and bringing new services to market. Emotive CX for Customer Interaction is his latest focus. This one day workshop summarises the six month planning course he is currently running. You can find out more about Martin at

Masterclass: Emotive CX for the Contact Centre

The psychology that drives effective advertising has always understood the impact of emotion on customer behaviour. In today’s experience economy, CX and Customer Service teams are tasked with delivering that promise or face the consequences of falling short of expectation. Emotion matters and front footed organisations are now learning how to operationally manage their customer interactions through the lens of emotive expectations and outcomes.

Your workshop leader, Martin Hill-Wilson has designed a six month planning course for organisations wanting to learn how to demonstrate Emotive ROI and embed this approach. Now onto its third iteration, this growing community of practitioners includes Atom Bank, Northumbria Water, British Gas, Abel & Cole, Sky Spain, Moors Colson, Pendragon, L&Q, Wonderbill, Payment Shield, Ageas, Auden, Home Group and Surepet.

This is a one day introduction to Emotive CX for Customer Interaction. You will learn about the key ideas and approaches contained in the course with plenty of opportunity for group discussion throughout the day.


  • Emotion and Customer Behaviour
  • Why This Is a Service and CX Priority
  • The Management Model for Emotive CX
  • How Emotive CX works during Customer Interaction
  • Implications for Service & CX Leaders
  • The Neuroscience of Emotion
  • Designing Your Own POC (proof of concept)


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