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For Customer Experience Professionals

Benchmark Customer Journeys To Drive Emotional Engagement

Segment And Design Your Journeys To Strike An Optimal Ratio Of Positive To Negative Emotions To Shape Memorable Experiences

February 16, 2021

Why Read This Report

To know what good customer journeys look like — and to benchmark them — we need to understand how to design for emotion. This requires a shift in how we think about emotion and journeys. First, we need to go beyond just equating emotion with delight and create experiences that maintain an optimal ratio of positive to negative emotions to shape memory. Second, we need to understand the emotional makeup of journeys — the baseline, curve, and punch. This report for customer experience (CX) pros explains how.

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Table of Contents

  • Emotion Matters: For Customer Journeys And Your Bottom Line
  • Journey Emotions: Consider The Baseline, Curve, And Punch
  • The Baseline, Curve, And Punch Of Two Different Journeys
  • Recommendations

  • Evolve Journey Mapping, Measurement, And Design
  • What It Means

  • Journey Benchmarking Will Polarize The CX Landscape Further
  • Supplemental Material
  • Related Research Documents

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