Understanding The Impact Of Emotion On Customer Experience

Emotionally Savvy Brands Combine CX Discipline With Empathy To Make Customers Smile
July 13th, 2015
Michael Gazala
Carla O'Connor
Ryan Trafton
and Rachel Birrell


Companies work hard to improve customer experience (CX) but often emphasize its utilitarian aspects of effectiveness and ease rather than emotion — how interactions make customers feel. This report explains why their bias toward the rational side of CX li

Want to read the full report?

This research is not available for purchase at this time.

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.