The presentation introduces EchoPitch, a system designed to help businesses understand customer emotions, arguing that 90% of decisions are emotional, not logical. It highlights how current business practices often focus on "what" customers do rather than "why," leading to missed opportunities. EchoPitch proposes to bridge this gap by analysing 52 distinct emotions from various data sources like text, voice calls, and video, offering a more nuanced understanding than basic happy/sad classifications. The system aims to transform raw customer feedback, complaints, and even campaign video responses into actionable emotional insights that can inform service design, improve customer satisfaction, and ultimately become a key performance indicator (KPI). By addressing emotional blockers and leveraging real-time emotional analysis, the goal is to empower staff and enhance the overall customer experience, making it more human-centred.