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
Thomas McCann
Anjali Lai
With contributors:
Michael Barnes , Harley Manning , Erna Esa , Bill Nagel


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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