Trends Report

It's Time To Embrace Customer Emotion

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

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


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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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.