Here is the latest from Forrester Research on customer journeys. Joana de Quintanilha, is a VP, Principal Analyst.
We know customer journeys matter. We know emotion matters. It’s time to bring these two together and use journeys to design for the full scope of emotion. To know what good looks like — and to benchmark customer journeys — we need to understand how to design for emotion. It impacts customers, and it impacts your bottom line:
- Emotion is the primary driver of customer loyalty. Forrester’s Customer Experience Index (CX Index™) research shows that emotion is the strongest predictor of customer experience outcomes such as customer loyalty.
- Emotion accounts for nearly half of a brand’s energy. Brand energy gets charged by emotion, salience, and fit — overwhelmingly, emotion forms the most important pillar.
- The functional aspects of the experience are emotional, too. For customers on journeys as varied as buying pet food, signing up for a streaming service, buying home furnishings, or buying a home, two of the top considerations when purchasing are price and fit.
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