Emotion vs Satisfaction

In the HBR, looking at elements of emotion vs customer satisfaction.

An Emotional Connection Matters More than Customer Satisfaction
by Alan Zorfas, Daniel Leemon

" ... Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs  (for details, see our HBR article “The New Science of Customer Emotions”). That means appealing to any of dozens of “emotional motivators” such as a desire to feel a sense of belonging, to succeed in life, or to feel secure. ... "