What Do Excellent Emotional Customer Experiences Look Like?

Human emotions are complex, and creating experiences that appeal to those emotions can seem like an esoteric, abstract task. However, the leaders in Forrester's Customer Experience Index so effectively engage with their customers on an emotional level that they create positive sentiment that drives loyalty and inspires advocacy. To understand how these companies resonate with customers, we applied Forrester's Technographics 360 methodology to evaluate consumer experiences across the top 15 brands from Forrester's Q1 2015 US Customer Experience Index. Our synthesis of survey data, social listening analysis, and Forrester's ConsumerVoices Market Research Online Community responses reveals some consistent themes that serve as beacons for brands aspiring to build deeper emotional connections with their customers.