Summary
Appealing to emotion is key to building superior customer experiences; however, emotion also poses new challenges in customer understanding. We used Forrester's Technographics 360 approach, combining quantitative and qualitative data, to evaluate how emotion influences consumer relationships with brands and to distill certain consistent themes about how emotion affects consumer behavior across industries. This research helps CX professionals create a basic framework for organizing and prioritizing customer emotions in order to drive CX success.
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