What is Emotional Engagement Really About?

Customer experience has almost

completely re-invented itself

The collision of customer expectations, real-time feedback, proactive communication, technology advances, social media, mobile and marketplace disruption has transformed the

discipline into an increasingly data driven science.

But there’s a problem.

With a focus on data, measuring and results, the true Voice of the Customer can be lost. When it comes to understanding what customers are really feeling and the reasons behind the

score, CX professionals are drawing a blank.

We think emotionally engaging both customers and employees is the key to reclaiming this understanding and ensures the Voice of the Customer is heard.

-P A R T O N E

“In 2016, we expect to see a major jump

in the number of companies that

discuss, measure and design for emotion.”

1. An affective state of consciousness in which joy, sorrow, fear, hate, or the like, is experienced, as distinguished from cognitive and volitional states of consciousness.

2. Any of the feelings of joy, sorrow, fear, hate, love, etc.

3. Any strong agitation of the feelings actuated by experiencing love, hate, fear, etc., and usually accompanied by certain physiological changes, such as increased heartbeat or respiration, and often overt manifestation, such as crying or shaking.

4. Something that causes such a reaction: the powerful emotion of a great symphony.

Bruce TemkinCo-Founder & Chairman CXPA

-P A R T T W O

Emotion noun emo·tion \i-’mō-shen\

DEFINITION OF EMOTION

“There are so many opportunities now to learn and share; to understand each other at a level that

wouldn’t have been possible even 10 years ago.”

Timothy James ComptonSocial Business Manager

Affinity Water

-P A R T T H R E E

To support your customers and improve engagement, it’s critical that your team understands how each individual customer fits into the broader customer journey and has a sense of the relationships, influences and connections that bind the individual to their journey.

We’ve come to learn (and there is good evidence from Forrester3) that emotion is a big driver of our economic behaviour as consumers.

The role of emotion in customer experience therefore recognises that to have a meaningful engagement, you need to actually engage someone on an emotional level. This means your team need to understand the context of the customer relationship, so they can decide how to interact with any new person that comes into the system.

“If you can capture sentiment

after any interaction by asking for

feedback, you can begin to build a

pre-emptive communication strategy

which drives down the cost of

service, stops unnecessary calls and

improves the customer experience

– even identifying a

sentiment-driven sales opportunity.”

Nigel ShanahanFounder

Rant & Rave

The Four Benefits of Emotional Engagement

-P A R T F O U R

Cost to serve re-imaginedOrbit Group recorded a 20% saving on their feedback budget using Rant & Rave.

Complaints are dramatically reducedScottish Water reduced complaints by 29%

Loyalty retentionHSS Hire has achieved a 93% customer retention rate as a result of listening and taking action in real-time.

Engagement levels improvedBOC achieved a 1,400% increase in response rates by asking customers for their feedback in the moment.

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“Nothing is more powerful than listening to our customers’ feedback. Being able to access this feedback

in real-time will help us understand what we can do better, what we’re already doing well and the changes

that we can make that will have the most impact. Rant & Rave will help to drive our customer experience strategy as we continue to put people and the voice of our

customers at the heart of everything we do.”

Mark HorsleyChief Executive Officer

Northern Gas Networks

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