Emotions drive customers' perceptions — and human interactions are more emotionally resonant than digital interactions. That's why CX pros must help their colleagues deliver experiences that create more positive customer emotions. They can do this by sharing information about what matters to customers and training and coaching employees about what they should do to evoke positive customer emotions. To get more value out of good employee experience delivery, firms must also help customers better remember positive emotions associated with past interactions.

Episode guide:

00:30 Why does emotion matter to CX?03:39 What role do employees play in evoking the right emotions?06:30 How did Forrester synthesize qualitative and quantitative data to measure emotion's impact on CX?09:40 How should firms help their employees identify and evoke the right emotions from customers?12:56 How do firms identify the moments of emotional impact that matter, and take action?

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/SFiPkD)