CX Best Practices: How to Listen with an Emotionally Tuned Ear

Author Bio

Author Bio

Emotion is a big deal this year. After years of focusing on hard metrics, processes and performance data, the role of emotion in the buying cycle is moving to the forefront. And, emotionally speaking, that makes me happy!

This isn’t a casual shift to something new just for the sake of it. According to the Temkin Group report, “ROI of the Customer Experience”, 87% of customers who report having a positive emotional experience are likely to purchase again, 75% are likely to recommend a company to a friend, and 63% are likely to forgive a company’s mistakes. With all that in mind, it becomes clear that a positive emotional experience results in a positive impact to your bottom line!

Considering all the potential gains, is your business ready for the paradigm shift from purely transactional decision making to a process where customer emotion has a true impact on your business decisions?

Taking emotion into account can help you to breathe new life into your Voice of the Customer program, and to understand the value of collecting unsolicited feedback to measure both customer and the broader market’s emotions surrounding your business. As CX practitioners, we need to understand how to:

  • Design feedback systems that capture emotion and sentiment, alongside valued performance metrics
  • Leverage mobile technology to collect in-the-moment feedback, while emotions are still fresh in the customer’s mind
  • Implement and analyze the right metrics to measure customer’s emotional perceptions 
  • Take effective action - both tactical and strategic - on emotional feedback.

If you’re as interested in emotion as I am, Bruce Temkin of Temkin Group and CX Partners’ Karl Sharicz will be speaking at a Lunch and Learn session in the Boston area on Wednesday, June 29th. Bruce and Karl will look at ways you can collect in-the-moment sentiment-based feedback from your customers while, listening with a more emotionally-tuned ear, analyzing emotionally-charged customer responses, and acting on key findings of emotionally-flavored customer research. It’ll be an emotional ride!