Whitepaper
EMOTION: THE MISSING DIMENSION IN CUSTOMER EXPERIENCE RESEARCH
Research on US streaming services
You know your Net Promoter Score® (NPS) by heart. You’ve mapped out each touchpoint and are tracking them religiously. You’re clear on where some of the challenges are and where you’re having success. What you wrestle with is “why?” Why are people unhappy with some encounters and delighted with others? Why is there a mismatch between what you’re offering and what some people are seeking? “How” is another difficult knot to unravel. What’s the tone of the messages that will resonate? What is their emotional need?
Emotion is the missing dimension in customer experience research. It is a valuable component you can add to your insight initiatives for a more holistic understanding of your customer’s experience and to help humanize the data beyond simply stated responses, as this paper explains.
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