Whitepaper
EMOTION: THE MISSING DIMENSION IN CUSTOMER EXPERIENCE RESEARCH
Research on US automotive industry
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. There isn’t the same clarity about understanding why people are unhappy with some encounters and delighted at others. Why is there a mismatch between what you’re offering and what some people are seeking?
The answers to these questions are key to identifying what we do next to drive a positive outcome.
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 response, as this paper, with a special research section on US car buyers, explains.
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