From understanding the business benefits of emotional engagement to what key thought leaders see as its future, these slides are your handy intro to the subject. It also includes real examples (with the numbers) from brands looking to do things differently and the real words of people who are pushing the boundaries of emotional engagement.

1. What is Emotional
Engagement Really About?

2. Customer experience has almost
completely re-invented itself
The collision of customer expectations, real-time feedback, proactive communication,
technology advances, social media, mobile and marketplace disruption has transformed the
discipline into an increasingly data driven science.
But there’s a problem.
With a focus on data, measuring and results, the true Voice of the Customer can be lost. When
it comes to understanding what customers are really feeling and the reasons behind the
score, CX professionals are drawing a blank.
We think emotionally engaging both customers and employees is the key to reclaiming this
understanding and ensures the Voice of the Customer is heard.
-
P A R T O N E

3. “In 2016, we expect
to see a major jump
in the number of
companies that
discuss, measure and
design for emotion.”
1. An affective state of consciousness in which joy, sorrow, fear,
hate, or the like, is experienced, as distinguished from cognitive and
volitional states of consciousness.
2. Any of the feelings of joy, sorrow, fear, hate, love, etc.
3. Any strong agitation of the feelings actuated by experiencing love,
hate, fear, etc., and usually accompanied by certain physiological
changes, such as increased heartbeat or respiration, and often overt
manifestation, such as crying or shaking.
4. Something that causes such a reaction: the powerful emotion of a
great symphony.
Bruce Temkin
Co-Founder & Chairman CXPA
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P A R T T W O
Emotion noun emo·tion i-’mō-shen
DEFINITION OF EMOTION

4. “There are so many
opportunities now to learn
and share; to understand
each other at a level that
wouldn’t have been possible
even 10 years ago.”
Timothy James Compton
Social Business Manager
Affinity Water
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P A R T T H R E E
To support your customers and improve engagement, it’s
critical that your team understands how each individual
customer fits into the broader customer journey and has a
sense of the relationships, influences and connections that
bind the individual to their journey.
We’ve come to learn (and there is good evidence from
Forrester3
) that emotion is a big driver of our economic
behaviour as consumers.
The role of emotion in customer experience therefore
recognises that to have a meaningful engagement, you
need to actually engage someone on an emotional level.
This means your team need to understand the context
of the customer relationship, so they can decide how to
interact with any new person that comes into the system.

5. “If you can capture sentiment
after any interaction by asking for
feedback, you can begin to build a
pre-emptive communication strategy
which drives down the cost of
service, stops unnecessary calls and
improves the customer experience
– even identifying a
sentiment-driven sales opportunity.”
Nigel Shanahan
Founder
Rant & Rave

6. The Four Benefits of
Emotional Engagement
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P A R T F O U R
Cost to serve re-imagined
Orbit Group recorded
a 20% saving on their
feedback budget using
Rant & Rave.
Complaints are
dramatically reduced
Scottish Water reduced
complaints by 29%
Loyalty retention
HSS Hire has achieved a 93%
customer retention rate as a
result of listening and taking
action in real-time.
Engagement levels improved
BOC achieved a 1,400%
increase in response rates
by asking customers for their
feedback in the moment.
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4
1
2

7. “Nothing is more powerful than listening to our
customers’ feedback. Being able to access this feedback
in real-time will help us understand what we can do
better, what we’re already doing well and the changes
that we can make that will have the most impact.
Rant & Rave will help to drive our customer experience
strategy as we continue to put people and the voice of our
customers at the heart of everything we do.”
Mark Horsley
Chief Executive Officer
Northern Gas Networks

8. Want more?
E X P L O R E E M O T I O N