During her time as Sr. Director of Strategic Research Services at MaritzCX, Funda Whitaker has learned a lot about what helps companies make great customer experience programs. She designs research projects that will give clients the information they need on what exactly their CX programs need.
One of the most important things that all CX programs should include, according to Funda, is an emphasis on emotion. Customer brand experiences don’t lead directly to metrics – they’re funneled through emotion. Experiences create positive or negative emotions toward a company. These emotions drive overall outcome metrics like customer satisfaction or loyalty. Individual experiences don’t create business results; customer emotions do.
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