Human beings aren’t getting more emotional; it’s just that they now have the power, willingness, and ability to take action when provoked by a delightful or frustrating experience. Understanding these emotional responses can help brands design experiences that elicit the specific feelings that drive loyalty. In part 1 of a 2-part series, Forrester CMO Victor Milligan and VP of Customer Experience Index Roxie Strohmenger join CX Cast to discuss the rising importance of emotion in business and what specific emotions create and curb loyalty.

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