Duration: 45 minutes
To know what good looks like — and to benchmark customer journeys — we need to understand how to measure emotion. Emotions carry distinct and diverse messages. To make sense of those messages, we need to see them in context and we need to understand behaviors, events, and end-to-end journeys. Measuring emotion is not a binary operation; you can’t just do it after the fact with a satisfaction survey. You need to gauge emotion multiple times at critical stages of your customers’ experiences. Look beyond end-of-journey survey scores to all the unstructured feedback and interaction data that provide granular insights on where to drive action.
Join Clarabridge’s VP of Strategic Consulting, Koren Stucki, and guest speaker, Forrester’s VP & Principal Analyst, Joana de Quintanilha for a discussion on the importance of measuring emotion and how to benchmark customer journeys. Specifically, you will:
- Hear highlights from Forrester’s report on how to measure the emotional makeup of journeys — the baseline, curve, and punch — to maintain a contextually appropriate balance of positive and negative emotions that shape memory.
- Understand what makes up emotions and how they drive business results. Emotion is the primary driver of customer loyalty so it’s critical to understand what drives friction, frustration, and confusion, and the impact that has on business and financial outcomes.
- Learn how to leverage qualitative data to identify, measure and fine-tune memory-making moments that spark emotion: high points, tolerable low points, make-or-break moments, and pain points – with a focus on emotional cliffs.
Hear how emotions and empathy are shaped by events such as COVID-19 and can be measured in the context of a journey for a greater understanding of where to focus and which stakeholders to engage – Product, Marketing, Contact Center, Digital – to help drive improvements.
Joana de Quintanilha
VP Principal Analyst, Forrester Research
Based in Amsterdam, Joana serves customer experience professionals. Her areas of expertise include digital customer experience, tools like journey mapping, and Agile methods. Joana also focuses on brand and leads Customer Experience Index research in Europe.
Before joining Forrester, Joana was the senior customer experience manager at Elsevier, a leading provider of science and health information. She was responsible for all aspects of customer experience including measurement, strategy, customer understanding, and design.
Vice President, Strategic Consulting & Analyst Relations, Clarabridge
Koren leads Strategic Consulting at Clarabridge and helps clients take a programmatic, enterprise approach to drive continuous improvement. She has extensive experience in service innovation, customer experience, and voice of the customer and employee programs, having built organizations and programs as a practitioner in Fortune 100 and start-up businesses and as a consultant to companies across industries. Prior to joining Clarabridge, Koren held leadership positions in Customer Experience, Customer Management / Operations, Strategy, Marketing, and Consulting for Telecommunications and Customer Analytics companies.