Emotions Activated: Drive Loyalty Through Emotions Like Feeling Confident, Respected, Valued

Emotion is a kind of superfood for a brand, yet we’re conditioned to believe that emotions are abstract, intangible, or irrational. But are they? We asked members of Forrester’s ConsumerVoices Market Research Online Community in Canada, the UK, and the US about the last time a brand made them feel a loyalty-driving emotion (confident, understood, respected, or valued) or a loyalty-destroying one (disappointed, annoyed/frustrated, or neglected). By understanding how emotions, thoughts, and behaviors work together, we can make sense of what customers experience. CX leaders should read this report to identify the brand behaviors that evoke loyalty-building and loyalty-destroying emotions.