Best Practice Report

The Emotions And Moments In The Customer Journey That Really Drive Loyalty

Broaden The Spectrum Of Emotions And Moments That Matter In Your Journeys

January 19th, 2022
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Clarissa Skinner, null
Clarissa Skinner
With contributors:
Martin Gill , Melissa Chaudet , Jen Barton

Summary

Many companies get emotion wrong. Rather than designing experiences built on a broad spectrum of emotions, they equate emotion with delight. Contrary to conventional wisdom, making customers happy doesn’t always correlate with making them loyal. CX leaders need to think more broadly about the emotions that drive customer loyalty. CX pros need to combine knowledge about the emotion of different customers and journeys with the moments that triggered them. This report helps CX leaders identify key moments in customer journeys that spark and shape emotions like disappointment, confidence, and making customers feel respected.

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