Measuring Emotion in Customer Experience

Chris Lawer writes:

We have been doing some work recently helping a client identify appropriate means to measure  emotions in the customer experience.

  1. NET PROMOTER EXPERIENCE SCORES

    Used by: Intuit, American Express, Enterprise Rent-A-Car, GE Capital, Norwich Union. Net promoter scores are a tool for tracking customer emotions that uses just one question: How likely are you to recommend us to a friend? Respondents are grouped into "proponents," "detractors" and "passives." Adherents say the concept allows them to track, and quickly address, customer concerns.

  2. KEY RELATIONSHIP BUILDERS

    We discovered evidence of companies using what have been termed, “Key RelatIonship Builders” or KRB’s. KRBs can be defined as ‘‘clear, recognisable and distinctive practices that impress customers’’. The effect of KRBs, it is argued, is that they lead to customers enjoying the interaction with the organisation and, all being well, significantly increasing the likelihood that a customer will become a potential recommender of the organisation to others.

  3. MEASURING PLANNED EMOTION ELEMENTS

    Similar to KRBs, this approach focuses on identifying desired experience elements, introducing them appropriately into the service encounter, customer-facing processes and marketing/brand communications and then creating new measures of the degree to which the emotions are being delivered. Companies ask themselves “what do our customers want to feel and when”.

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