FORRESTER EXCLUSIVE: Human Emotion as a Driver for an Excellent Customer Experience




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Customer experience

Human emotion is a primary driver of how people feel about brands and the extent to which those feelings — along with needs/wants — drive spend. This basic reality sits underneath customer experience (CX) initiatives, as one of CX’s core objectives is to design experiences that evoke emotions that drive affinity and spend.

SEE ALSO: The Customer Experience Revenue Growth Equation Holds True In Europe

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  • The emotion gap
  • Designing for moments
  • Operationalising signature moment design



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