Brands make emotional connections with customers through the heart, not the wallet. One year ago in an article titled, “2013 Predictions for the Customer Experience Industry,” Forrester Research said emotional insights will take center stage with the idea that happy customers are more likely to remain loyal, try new products and services, and spread good news about their experiences.
Metrics such as satisfaction and Net Promoter Score (NPS) are now being trumped by several emotional factors in predicting customer....