Best Practice Report

Measure Journeys To Drive Emotional Engagement

How To Measure A Journey’s Baseline, Curve, And Punch

August 2nd, 2021
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
Martin Gill , Maxie Schmidt , Clarissa Skinner , Melissa Chaudet

Summary

To know what good looks like — and to benchmark customer journeys — we need to understand how to measure emotion. Emotions are information. They carry distinct and diverse messages. To make sense of those messages, we need to see them in context and we need to understand behaviors, events, and end-to-end journeys. This report outlines how to measure the emotional makeup of journeys — the baseline, curve, and punch — to maintain a contextually appropriate balance of positive and negative emotions that shape memory.

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