Best Practice Report

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 16th, 2021
With contributors:
Martin Gill , Maxie Schmidt , Michelle Beeson , Karine Cardona-Smits , Clarissa Skinner , Shayna Neuburg


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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