Trends Report

It's Time To Embrace Customer Emotion

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

June 16th, 2015
AL
Anjali Lai
With contributors:
James McQuivey, PhD , Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan

Summary

Data from Forrester's Customer Experience Index (CX Index) proves that a customer's emotional relationship with a brand is one of the strongest unique drivers of customer loyalty. This means you can be sure that refocusing your efforts to understand and play to consumer emotion will positively affect your bottom line. However, recognizing what emotion really means and how it influences consumers is abstruse and often ignored. Therefore, this report leverages Forrester's Technographics 360 multimethodology research approach to distill the meaning, characteristics, and implications of emotion. Using Lexus as a brand example, this report makes the case for how and why emotion must be at the heart of customer understanding.

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