FINAL NICE_ CX Emotion Webinar 03-31-2016 - Wide Screen

CREATING CUSTOMER LOVE STORIES WEBINAR SERIES

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Housekeeping Items

Sheridan Orr,

Host

Director of

Product

Marketing, NICE

@sheridanorr

Megan Burns,

Presenter

VP, Principal

Analyst,

Customer

Experience at

Forrester

Research

@mbcxp

Host Presenter

Emotion Is The Future of Customer Experience

Emotion Is The Future of Customer

ExperienceMegan Burns, Vice President Principal Analyst

March 31, 2016

© 2016 Forrester Research, Inc. Reproduction Prohibited 6

Base: 212 CX professionals at companies with more than $500 million in revenue

Source: Forrester’s State of CX Management Maturity Survey Q4 2015

Ambitious customer experience goals…

Industry leader50%CX leader across all

industries33%

Parity with competitors

14%

Don't know3%


Base: 299 brands with US online adults (ages 18+) scored in Forrester's Customer Experience Index

Source: Forrester's Customer Experience Index Online Survey, US Consumers Q3 2015

…less than stellar performance

5%

22%

57%

15%

1%

Very poor Poor OK Good Excellent


Effectiveness

Emotion

Ease



8 out of 8 industries

5 out 6 industries

3 out of 7 industries


Rational CX

Emotional CX

Non-CX Factors

Loyalty


5x more likely to enrich

2x less likely to switch

2x more likely to forward


You can’t afford to neglect your

customers’ emotional experience.


13:128:1 2:1


We’re more sensitive to negative

experiences than positive ones.




We don’t remember past experiences

with much accuracy.




We aren’t aware of everything we feel.

We don’t remember past experiences

with much accuracy.


Understand the emotional

context around each interaction.

75%55%70%52%


Emotions – Feelings Word Vocabulary

Happy Sad Angry Scared Confused

Confident Crushed Betrayed Afraid Baffled

Ecstatic Defeated Enraged Cautious Bewildered

Energized Discouraged Mad Desperate Constricted

Excited Disappointed Humiliated Frantic Directionless

Loved Helpless Outraged Intimidated Doubt

Optimistic Hopeless Repulsed Overwhelmed Flustered

Terrific Terrible Seething Shocked Stagnant

Thrilled Miserable Used Vulnerable Trapped



Unmask the emotions that

customers can’t put into words.

“Chocolate Chip Cookies” by Kimberly Vardeman. Licensed under CC BY 2.0 via Wikimedia Commons



Source: Affectiva

How emotion analytics works



Weed out systemic customer

pain points.



JoyAnger

Surprise


Image source: Uber app; http://legacy.pitchengine.com/safeliteautoglass/safelites-technician-profile-email


No matter what, always end on a

high note.


© Microsoft

“Middle Seat Mondays”


Summary

›Understand emotional context

›Unmask unspoken emotions

›Weed out systemic pain points

›End on a high note


Recommended reading

› Report: Understanding The Impact Of Emotion On

Customer Experience

July 13, 2015

› Report: How To Measure Emotion In Customer

Experience

November 13, 2015

https://www.forrester.com/Understanding+The+Impact+Of+Emotion+On+Customer+Experience/quickscan/-/E-RES122503

https://www.forrester.com/How+To+Measure+Emotion+In+Customer+Experience/quickscan/-/E-RES121409


“The best and most beautiful

things in the world cannot be

seen or even touched. They

must be felt with the heart.”

– Helen Keller

forrester.com

Thank you

Megan Burns

[email protected]

Full research library:

http://forrester.com/Megan-Burns

mailto:[email protected]

Visit customerlovestories.com to find out more

Documents

FINAL NICE_ CX Emotion Webinar 03-31-2016 - Wide Screen