2. A typical customer story
No emotional detection or emotional connection
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Calm Alarm Annoyance
Frustration Powerless Exasperation
3. “widespread CX stagnation” in 2019
Forrester’s 2019 US Customer
Experience Index (CX Index™)
14%Scores rose
5%Scores declined
81%Scores stayed the
same
Yet we see lots of focus & activity
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4. ‘Find & Fix’ approaches
only remove short-term functional pain
The emotional experience is rarely on the radar
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5. LOW IMPACT ON OVERALL
SATISFACTION
CURRENT
DELIVERY
IS GREAT
CURRENT
DELIVERY IS
POOR
HIGH IMPACT ON
OVERALL SATISFACTIONThings that will
improve the
experience
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Our Customer Experience Lens
6. HIGH IMPACT ON OVERALL
SATISFACTION
LOW IMPACT ON OVERALL
SATISFACTION
CURRENT
DELIVERY
IS GREAT
CURRENT
DELIVERY IS
POOR
We find companies are letting customers
down on the ‘emotional’
• I feel valued as a customer
• They understand me and my needs
• They appreciate my situation
• They always do what they say
• I can give feedback and feel listened to
Rational is ‘easier’ to do well
Tends to be more
rational interactions
Tends to be more
rational interactions
Tends to be more
rational interactions
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7. Yet, Emotion drives loyalty
Forrester
It’s the
influence in
customer loyalty
NO. 1
Customers are nearly
times more loyal when
they feel valued
than when they feel
annoyed
5
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“customer retention and global loyalty are declining at a rapid pace.
Only 44% of consumers in total say that they have stayed with
their service providers for at least 3 years.
This is a reduction of 39% since 2015.”
– Verint 2019
And loyalty is linked to revenue; loyalty is declining
8. Emotion separates ‘Leaders’
from ‘Followers’
Question asked of CX business leaders
Which of these attributes are very important factors in experiences that drive your customers’ loyalty?
All respondents
1. Easy
2. Quality
3. Consistent
4. Personalised
5. Effective
Winners
1. Emotional
2. Consistent
3. Customised
4. Personalised
5. Human
CustomerThink
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9. Emotion isn’t a standalone ‘thing’
leadership
technology
people
listening
Nor does it happen overnight
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