Every interaction of a customer with a company is characterized by emotions. For example, the customer is looking for advice, orientation, or a quick and easy purchase process. Influenced by the current context, his expectations of a company's services vary.
If he is looking for advice, he wants the person responsible to take time for him and to address his concerns. If he wants to buy something quickly, he expects a purchasing process with as few steps as possible and a self-explanatory process.