Firms still predominantly believe improving their customer experience hinges on the effectiveness and ease of any particular interaction. Between 2011 and 2014, higher levels of these two dimensions contributed to a 13% bump in customers’ enjoyment of their experiences.

Yet, according to a Forrester survey of 45,000 consumers, it is emotion — how customers feel — that is actually the biggest driver that keeps customers coming back for more. “Companies too often shy away from focusing on the emotional dimension of CX because emotions seem abstract, intangible, and irrational,” writes Megan Burns in new research. “What they don’t realize is that emotions are actually quite predictable; they just follow a different set of rules than rational thought.”

Learn more about the research here.