Emotions and feelings are the biggest part of the customer experience since everything is tied to them starting from willingness to recommend and customer satisfaction. Emotions grow or deteriorate value for a business. This also happens in a way that you don’t even notice it if you are not paying attention to it.

Emotions are the key drivers that make it or break it when it comes to our desire to buy or not to buy. Even more than that, if we have decided to buy, we choose which company to do business with based on the experience and what emotional drives are behind it. Today, a whopping 46% are saying that customer experience is the main driver of the purchase decision where pricing is only 20%.

Measuring is fairly easy and you would use the question “Please select the emotion that best describes your emotional state regarding…” and give the options of selecting the emotion on a circle form. There are 8 main emotions plus an indifferent option to choose from. Using this type of circular form is really important as the emotions are not linear even though they might be positive or negative by nature.

From here with a cluster eyes model based on research and data we can then calculate Emotional Value Index™ as an index that describes the state of the emotions on what your business and services are creating to your customers.

Each emotion belongs to one of four clusters; advocacy cluster, trust cluster, attention cluster, and destroying cluster. In each cluster, the emotion gets a base value between +1 and -1, after which a weighted average is calculated to give you an overall index score to compare and benchmark towards others.

Interested? Send us a message through chat and we'll add the question type to your organisation!