> ## Content Index
> Fetch the complete content index at: https://www.cesarrg.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Customer emotions
- URL: https://www.cesarrg.com/customer-emotions/
- Published: 2023-10-26T13:07:46.000Z
- Updated: 2023-10-26T13:07:46.000Z
- Author: César Rodríguez
- Tags: Design, Innovation, Insights

#85 - Oct.2023

It was 1985.

Coca-Cola was concerned by the growth and traction from Pepsi. Something needed to change. The plan: introduce the *New* Coke. 

The rest is history. A lot has been said about what might be the most [memorable marketing blunder ever](https://www.coca-colacompany.com/about-us/history/new-coke-the-most-memorable-marketing-blunder-ever?ref=cesarrg.com). A huge product launch which then reintroduced the original Coca-Cola a few months later.

![](https://storage.ghost.io/c/10/f4/10f4a52f-1b7d-4284-b66d-0fccfd9dc5da/content/images/2023/10/Emotions-2-1.png)

This anecdote is a good reminder of the nuances and complexity of understanding customers. What went wrong? After all, they gathered feedback from nearly 200,000 customers through taste tests. Most of them love it! 

Many times we forget that what we offer is much more than just a product or a service. We built *relationships* with customers. We create [trust bonds](https://www.cesarrg.com/trust/).

Understanding customers is not just about calibrating preferences, but taking into account how behavior and emotions affect customers. What Coca-Cola ignored was the strong emotional bonds from loyal customers to what the band represented (call it tradition, old-school, genuine, etc...). They didn't want a change, even if a new offering was better. 

Oversimplifying our human complexity can lead to wrong business and product decisions. In many cases, people's perceptions are much stronger than reality. Try to deeply understand the drivers and [mental models](https://www.cesarrg.com/mental-models/) behind customers. 

Experiment and iterate constantly. 

![](https://storage.ghost.io/c/10/f4/10f4a52f-1b7d-4284-b66d-0fccfd9dc5da/content/images/2023/02/sign_CRG4-1.png) 

![](https://storage.ghost.io/c/10/f4/10f4a52f-1b7d-4284-b66d-0fccfd9dc5da/content/images/2023/07/cesarrg_home_card-1.png) 

## Get weekly inspiration

💡 Every week I share quick knowledge bites about design, tech innovation, and creativity. Join others and subscribe for FREE to stay up-to-date with the latest ideas.

Try it 

Email sent! Check your inbox to complete your signup. 

No spam, ever. Unsubscribe anytime.