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.

Customer Experience


Comments are disabled.