Trends Report

What Do Excellent Emotional Customer Experiences Look Like?

A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

June 16th, 2015
Anjali Lai, null
Anjali Lai
With contributors:
Reineke Reitsma , Michael Gazala , Theresa Pappafotopoulos , Xiaotong Duan


Human emotions are complex, and creating experiences that appeal to those emotions can seem like an esoteric, abstract task. However, the leaders in Forrester's Customer Experience Index so effectively engage with their customers on an emotional level that they create positive sentiment that drives loyalty and inspires advocacy. To understand how these companies resonate with customers, we applied Forrester's Technographics 360 methodology to evaluate consumer experiences across the top 15 brands from Forrester's Q1 2015 US Customer Experience Index. Our synthesis of survey data, social listening analysis, and Forrester's ConsumerVoices Market Research Online Community responses reveals some consistent themes that serve as beacons for brands aspiring to build deeper emotional connections with their customers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.