The Importance of Emotional Analytics in Creating Best-in-Class CX

Posted by groupfio on October 28th, 2021

At Group FiO, we often discuss the value you can extract from customer data, and how you can best leverage that data to provide superior customer service. But how do you use that data to improve the customer experience (CX) in immediate, tangible ways? One of the answers lies in customer sentiment analysis.

When you think about the brands you’re most loyal to, it’s often for a number of reasons; you love their products, they have the best services and they help you in a time of need are typically at the top of the list. And if you dig deeper into these reasons, you’ll notice that your emotional connection is at the core of almost all of these reasons. It’s no secret that emotional connections are important when it comes to spending money or maintaining loyalties, nor is it a mystery that in today’s aggressively competitive eCommerce landscape, building a strong emotional connection with your customer base is the key to repeat purchases and real customer lifetime value (CLV).

That being said, human emotions are incredibly complex, and can be incredibly difficult to quantify into a usable metric that can help you predict future sales and CX outcomes.

Many organizations today are already attempting to capture and understand customer emotions. Most organizations that are attempting to parse emotional response into a meaningful metric use tool like post-conversation surveys. You know the ones; after ending a conversation with a customer service agent, you receive a survey request about your experience. The intent of these surveys is to uncover how you felt about the experience and help the brand understand what could be improved for the future or your likelihood of purchasing again. While these surveys are well-intentioned, they typically only occur when a customer is dissatisfied with their CX and wants to ensure their voice is heard (and hope that the situation will be rectified.) It’s rare that a consumer participates in them when they’ve experienced a mediocre brand moment.

What if instead of only being able to understand and analyze customer emotions after the fact, you could grade emotion while the interaction was happening? Imagine the ways brands could improve experiences in the moment. This is the logic behind the advent of emotional analytic tools, and why so many experts see it as a major turning point in the CX race.

Here are three key reasons why:

1. Discover motivational indicators

Not only are human emotions complicated and nuanced, they’re also fickle. How a customer feels about your business can differ on any given day depending on their most recent interactions with your brand or their moods. By understanding customer emotions in real time, rather than through post-interaction surveys alone, brands can pinpoint these changes based on the intensity of the emotions people feel and connect the dots to understand what emotions drive certain behaviors. 

Artificial intelligence (AI) is emerging as a key technology to do this, because it enables brands to understand and interpret a wider range of emotions. For example, “frustrated” and “rage” are two very different emotions but can often be quantified as being the same in a limited, objective survey. But a frustrated customer is experiencing something much different than a rage-filled customer, and the best way to resolve the issues of these two customers will be very different. While a frustrated customer might just need some superior customer service to help them troubleshoot a problem they’re experiencing with your product, a customer who is rage-filled because of a late order will likely need to vent to a higher-level person in your organization and receive some type of discount or incentive in order to not churn from your brand. The right AI tools can help you understand when customers are feeling specific emotions and help offer actions that can improve the resolution of those interactions correctly. Know more about Why Emotion Could Be The Most Important CX Indicator please visit our blog here :

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Joined: December 17th, 2019
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