Embracing Customer Emotion
Date 26 June 2015
At Forrester’s Forum For Customer Experience (CX) Professionals last week, Anjali Lai (Analyst, Forrester Research) presented an incredibly informative talk on emotion and customer experience.
- Emotion is the strongest driver of loyalty for 17 of the 18 industries included in Forrester’s Customer Experience Index, and highest-ranking brands have superior emotional customer experiences.
- Emotions are often triggered by specific qualities (the nature of an interaction, the content of a message, or the quality of a product).
- Factors such as brand image, reputation, and previous experiences mold customer expectations and emotional orientation.
- Emotion is fundamental to consumer decision-making, and is a function of the purchase environment; the customer’s feelings when researching, purchasing, or using a product.
- Consumers often use passionate words like “want,” “cannot wait for,” and “need” when anticipating a positive experience.
- The buying experience can be emotional; customers acquire products that they expect will deliver value.
- Emotion is not only a function of advertising; it is carried through each stage of the customer experience.
- As consumers engage with your products and circle back for support or additional purchases, emotional experiences become richer.
- Emotions may motivate consumers to act in ways that are not necessarily rational.
- Post-purchase phases generate the greatest volume of online dialogue about companies.
- With the speed of interactions and increasing choices, consumers rely on emotions to guide decisions.
- Emotions are initially rapid-fire reactions; biological signs indicate emotions before individuals can articulate their feelings.
- Emotions take effect before people recognize them; individuals post-rationalize their decisions (confirmation bias).
- Sentiment doesn’t only affect certain demographics – Lexus owners’ emotions toward the brand are equally strong among male and female customers.
- Organizations must aggregate diverse types of insight, triangulate data sources, and synthesize their findings in order to identify customer emotions and track their implications.