Measuring Emotion and How to Benchmark Customer Journeys
To know what good looks like — and to benchmark customer journeys — we need to understand how to measure emotion. Emotions are information. They 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 include multiple measures 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.