Emotional Experience - The Future of Customer Experience
In today's fast-paced world, customers have high expectations from brands they engage with. The emphasis on product quality alone is no longer enough to attract and retain customers in the long run. Emotional experience plays a more and more vital role in shaping the customers' perceptions of a brand.
Emotions drive customer behavior and have a significant impact on purchase decisions. A positive emotional experience can lead to customer loyalty and repeat purchases, while a negative one can damage a brand's reputation.
Because of this, measuring emotional experience has become increasingly crucial for businesses. However, traditional metrics like NPS, CES, and C-SAT only measure customer experience from the lens of loyalty, service quality, and product functionality. These metrics do not account for the role emotions play in shaping customer behavior.
To address this gap, brands are now using metrics like the Emotional Value Index (EVI®) to measure emotional experience. EVI® is a simple survey that uses emoticons to measure customer emotions and improve the emotional experience. By measuring and studying customers' emotions, businesses can deliver an experience that meets their expectations and see the correlation between customer experience and sales.
Moreover, measuring emotional experience also helps businesses identify the emotions that lead to bigger purchase sizes, higher sales, and repetitive purchases. Understanding customers' emotions help businesses finetune their services and improve their experience. By aligning their marketing and sales strategies to appeal to customer emotions, businesses have a higher chance of retaining existing customers and attracting leads.
In conclusion, emotional experience is the future of customer experience - transactional KPIs like NPS or CSAT is not enough in the future. Businesses need to pay more attention to the role emotions play in purchase behavior. Measuring emotional experience through metrics like EVI® can help companies to deliver a more satisfying customer experience, build customer loyalty, and drive business growth.
