Use Customer Insights To Gain Competitive Advantage

Emotional engagement used to be the art of advertising — it is now the science of operations. Emotion is the primary driver of decisions, loyalty, and spend. It informs the path to purchase and your path to growth. It puts scale on its head, from using segments to find easy, common traits to sensing and responding your customers’ emotional states in the moments that matter.

Divisions abound. Trust in institutions is eroding. Social media has democratized brands and made them fodder for sporadic outrage. This is the reality that you face: Remaking trust in a market rife with security and privacy risk and contending with social networks that can turn a single experience into large-scale outrage.

CX isn’t objective or static — its quality relies on the customer’s motivations and expectations. Get a sneak peek of what happens when we apply Forrester’s Empowered Customer Segmentation to Forrester’s CX Index.