Trends Report

Brief: Managing The Emotional Impact Of Your Customer's Experience

Why Companies Must Understand And Manage How They Make Their Customers Feel

May 19th, 2016
TM
Thomas McCann
AL
Anjali Lai
With contributors:
Michael Barnes , Harley Manning , Erna Esa , Bill Nagel

Summary

Forrester's Australia Customer Experience Index (CX Index™) research clearly demonstrates that emotions are the most important factor shaping customers' perceptions of their experiences with a brand. While companies generally acknowledge the importance of emotions in their relationship with customers, most lack a sound understanding of how different emotions affect their customer's experience. This understanding is critical for CX pros who wish to deliver high-quality experiences that truly differentiate them from their competitors and drive desired business outcomes.

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