Ignoring customer emotion means missing opportunities…
Customers – the humans who buy stuff – think and feel in different ways to the companies who make stuff. Companies want to know how to sell more, build more, engage more, list more or position more. The process of running a company is functional – on an industrial scale.
Customers on the other hand, want to know how they’ll look, how they’ll feel, what they’ll get and what others will think of them.
In traditional research and testing, the functional elements of an experience are easy for customers to recall. They’re also easy for companies to measure, so they’re easier to fix and manage.
But the truth is, these functional elements are the things that every business can measure and manage.
In isolation, measuring and managing functional operations doesn’t offer any competitive advantage. They don’t make any one business stand out.
What’s tough for companies is that emotion and perspective are individualistic – they’re impossible to measure, manage, and scale.
In Customer, Experienced. we reveal the companies with the best customer experiences of 2018, from the perspective of customers.
We codify the emotional and functional factors of customer experience and show how companies can grow by delivering on these emotional cues.