Trends Report

Four Myths About Consumer Emotion That Are Leading You Astray

A Consumer Technographics® Report

June 19th, 2017
AL
Anjali Lai
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell

Summary

Companies that struggle to resonate with customer emotions often lack an understanding of how those emotions work; they're trapped in the belief that technology is functional, not emotional. We can see why: Long-standing stereotypes about emotion lead to unchallenged but false assumptions among marketers and CX professionals. Using Forrester's Technographics 360 methodology, we debunk four myths to prove that emotion is the most critical factor in connecting with customers and why technology enables that emotional connection.

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