Emotional Intelligence: The Secret Skill in Customer Experience

Ever noticed how a single raised eyebrow from a guest can say more than a five-page feedback form? Emotional intelligence (EQ) might not sound as glamorous as “luxury interiors” or “AI-powered CRM systems”, but it’s the difference between a customer who remembers your name and one who remembers your mistake. In hospitality – and honestly, in any customer facing industry – it’s the human touch that creates magic.

So how do you teach that? Let’s unpack a case study with brand strategist and emotional hospitality expert Janice Laraine, founder of MADM Co., whose “Hospitality EQ” framework puts feelings back at the centre of service design.

Why Emotional Intelligence Beats Aesthetics

Sure, a beautifully designed boutique hotel will stop the scroll on Instagram. But as Janice says, “Aesthetics get you in the game—they don’t help you win it.”

She compares it to picking a wine. The label might catch your eye, but if the taste doesn’t match the story, you’ll be reaching for a different bottle next time. It’s the same with brands: stunning visuals might attract a guest, but the experience has to emotionally resonate to keep them coming back.

That resonance comes from storytelling – using words, rituals, and details that make guests feel seen, heard, and understood. A perfect example? Janice’s stay at a Scottish boutique hotel where the staff didn’t just serve seafood – they introduced it. Each clam and lobster came with its fisherman’s name and the part of the island it came from. Dinner became a map of the community. Now that’s emotional hospitality.

The Four Emotional Checkpoints Every Brand Needs

Janice’s “three-part brand journey” is simple but powerful: online, in-person, and post-checkout. Within each stage, there are emotional checkpoints that can turn a guest into an advocate:

1. Before arrival: a genuine welcome message that uses the guest’s name (yes, both names, because attention to detail matters).
2. During the stay: micro-moments of care – like asking why they’re visiting, or tailoring a meal to their preferences.
3. Before departure: a personal farewell, not a perfunctory “checkout’s at 10”.
4. After checkout: a follow-up that feels human, not automated.

These are the moments that say, “We actually see you”, not “You’re just booking #3471”.

As Janice says, “We crave being understood – it’s what turns a transaction into a connection”.

When Storytelling Meets Service

But your brand’s story only works if your team knows it too.

Ever been to a gorgeous venue where the staff haven’t been let in on the brand values? That’s what Janice calls “emotional dissonance” – when the online promise doesn’t match the in-person experience.

Disney nails this consistency, and you can too. Whether it’s the gardener waving as a guest drives in, or the server who adjusts the spice level without being asked, those small acts build enormous trust. They don’t cost a thing, but they’re worth everything.

Empower your people to create connection moments. As Janice says, when staff understand the story, “they’re empowered to make emotional touchpoints for the guest”. That’s how memories are made – and the 5 star reviews practically write themselves!

If you’re ready to build emotionally intelligent customer experiences that your guests rave about (and your competitors secretly envy), start by watching the full interview below.

🎥 Watch the full conversation with Janice Laraine on YouTube --> https://youtu.be/jQZ4ow_0UZ0
🎧 Listen to the podcast episode --> https://www.michellepascoe.com/The-Michelle-Pascoe-Hospitality-Podcast

Links & Resources

• MADM Co. – Janice Laraine’s hospitality brand studio
• Hospitality EQ Scorecard – Free assessment for emotional connection in your guest experience --> https://madm.co/scorecard