the power of emotion and...

Copyright © 2017 InMoment Inc. All rights Reserved

2 0 1 7 I N M O M E N T C X T R E N D S R E P O R T

The Power of Emotion and PersonalizationHow Brands Can Understand and Meet Consumer Expectations

2017 CX Trends Report 2

4 Understanding the Depth of Consumer Emotions

10 Consumers Want Brands to Get Personal

14 Conclusion

15 Addendum: 2017 CX Trend Rankings

18 Appendix

T A B L E O F C O N T E N T S


Customer experience (CX) is now an established business

framework. The ability to develop a deep understanding of

the expectations and perceptions of consumers is the core of

creating differentiated experiences that drive fierce loyalty and

establish an unbeatable competitive advantage.

Brand and customer perceptions increasingly align, but brands are missing some basics.

The 2017 CX Trends Report shows that brand and consumer

perceptions are beginning to align more closely in some areas.

However, it also reveals some significant disconnects. Despite—

or perhaps because of—the terabytes of consumer data

Introductionthey’ve accumulated, brands do not fully understand consumer

expectations, or the positive or negative emotions that arise from

meeting and breaking those expectations.

It is too simple to say that consumer expectations have grown.

Our previous CX trends studies have given us a more nuanced

picture of how the brand-consumer interaction is evolving.

Today’s consumers, regardless of where they live in the world,

feel a fundamentally different connection to brands. This

relationship is more personal and more reciprocal.


While there is some variation by

country and region, all data points to

the fact that consumer expectations

are very reasonable. When asked to

select the emotion they feel most

often when they have a positive

brand experience, 38 percent ranked

“satisfied” first, followed by “safe/

reassured” (14 percent), “important”

(12 percent), and “relaxed/at ease” (11

percent). The rankings, however, don’t

tell the full story. An analysis of the

comments revealed how simple it is for

brands to deliver great experiences.

Methodology As in previous CX trends studies, InMoment collected feedback from both consumers and brands, asking them to rank the same six elements of customer experience. This year, we expanded the sample to include 20,000 consumers and 10,000 brands from 12 countries, including Australia, Canada, Denmark, Finland, France, Germany, New Zealand, Norway, Spain, Sweden, the United Kingdom, and the United States. In addition to the six benchmark questions, we explored questions surrounding personalization and emotion to understand more fully how these two elements figure into the brand- consumer relationship.

What Does a Positive Brand Experience Feel Like?

U N D E R S T A N D I N G T H E D E P T H O F C O N S U M E R E M O T I O N S

Emotion is now the No. 1 driver of a great customer experience — outpacing

ease and effectiveness, according to Forrester. Temkin Group, an analyst firm

specializing in customer experience, declared 2016 “the Year of Emotion.” The

2017 CX Trends Report sought to gain a more detailed understanding of which

emotions consumers associate with positive and negative brand experiences, as

well as the emotions they associate with the brands toward which they feel the

most loyal. The findings indicate that brands may overestimate what consumers

need to feel they’ve had a positive experience. On the other hand, they greatly

underestimate the depth of consumer displeasure that accompanies

negative experiences.

The following are verbatims from

consumer comments describing

positive experiences:

“They had what I was looking for.” —Danish consumer

“I am satisfied with doing what I came to do.” —Spanish consumer

“I could actually get the advertised sale item without any pressure to upgrade.” —Canadian consumer


0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

I feel safe/ reassured

Relaxed/ at ease

Satisfied Excited Enjoyment Part of something

special

Important Entertained

Emotions- Positive Experiences

Consumer Brands

When asked the same question, brands also ranked “satisfied” first, but at a much

lower rate (26 percent). This represents an 11-point difference from consumers’

ranking. Brands were in alignment with consumers on “safe/reassured,” placing

it second. They ranked “part of something special” third with 14 percent, much

higher than the consumer ranking of just 7 percent.

Consumer Expectations: Brands Just Need to Get It Right

Emotions: Positive Experiences

Safe/ reassured


0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

I feel safe/ reassured

Relaxed/ at ease

Satisfied Excited Enjoyment Part of something

special


Emotions- Loyalty

Consumer Brands

We wanted to go beyond

understanding emotions associated

with a positive experience, and find out

which emotions consumers associate

with brands to which they feel the

most loyal.

Perhaps surprisingly, satisfaction

topped the list, with nearly 40

percent of consumers associating

this feeling with loyalty across all

countries. Thus when brands create

positive experiences, they create both

satisfaction and loyalty.

While brands also ranked satisfaction

as the top emotion associated with

loyalty, only 29 percent of brands

ranked this emotion first. Brands again

overvalued emotions such as feeling

important (15 percent) and feeling a

part of something special (11 percent).

What Does It Take to Foster Brand Loyalty?

Emotions: Loyalty

38 percent of consumers associate satisfaction with positive experiences, while 40 percent of consumers associate that same emotion with brands to which they are loyal. Pairing these findings with a deeper dive into the qualitative data led us to an important conclusion: Consumers are both happy and loyal when brands simply deliver on what consumers feel they’ve been promised.

Safe/ reassured


They ranked stronger emotions like

“feeling part of something special or

important” much higher than consumers.

The danger here is that in an attempt

to evoke these more intense feelings,

brands may miss the basics.

To avoid this, brands must accomplish

two things: First, the brand’s

understanding of its promise and the

consumers’ expectations must be in

alignment. Second, the brand must

then meet expectations consistently.

For example, fashion retailers must

have advertised items in stock.

Telecommunications companies must

complete service installations within the

timeframe to which they’ve committed.

Airlines must deliver passengers and

their luggage to their destination safely

and on time.

Brands misunderstand what it takes to deliver experiences that inspire satisfaction and loyalty.

While this sounds obvious, ensuring a

consistent experience can be infinitely

difficult. Thus, before brands divert

resources in an attempt to delight

consumers, they must master both

promise/expectation alignment, as well

as the reliable delivery of their core

promise. This is the surest way to build

trust and loyalty with consumers.

Global Highlights: Satisfaction and Loyalty

• The largest disconnects in rankings of “satisfied” occurred in Sweden, with 44 percent of consumers placing it first, and brands choosing it first just 23 percent of the time (a 21-point gap). Spanish consumers and brands were most aligned with just a 1 percent gap.

• German consumers ranked “excited” second at 13 percent, 5 points higher than consumers in any other country, while choosing “safe/reassured” and “relaxed/at ease” much less frequently than other consumers.

• Brands and consumers in France and Finland ranked “excited” higher than in other countries.

• “Entertained” was the lowest-ranked emotion overall. However, 11 percent of Finnish consumers chose this emotion — nearly twice as many as the nearest consumer group from another region.

• Brands in Norway equate “enjoyment” with loyalty 19 percent of the time — twice the average rate, with Norwegian consumers choosing it just 11 percent of the time.

• North American consumers were slightly more likely to associate satisfaction with loyalty than the rest of the world. Scandinavia reported the highest levels of feeling “safe and reassured” linked to loyalty.


We also asked consumers about the emotions they associate

with a bad experience. “Disappointed” (24 percent),

“frustrated” (23 percent), and “disrespected” (20 percent)

top the list. Also, Consumers were nearly twice as likely as

brands to say they associate anger with bad experiences (19

percent versus 10 percent).

When It’s Bad, It’s Very, Very Bad

Global Highlights: Dissatisfaction

• In Germany, 34 percent of consumers chose anger as the primary emotion associated with a negative experience, 15 points higher than the global average.

• In response to negative experiences, Europe in general reported higher levels of anger than the rest of the world, while Scandinavia reported lower levels of anger, but higher levels of disrespect. (Norway, Denmark, and Finland chose it as their top emotion associated with bad experiences.)

• North American consumers reported higher than average ratings of frustration when a negative experience takes place.


Again, the open-ended comments add

more context to the numbers, bringing

home the depth of emotion consumers

feel when brands let them down:

“Anger and impotence.” —Spanish consumer

“Lost all trust in the brand.” —Swedish consumer

“Incomprehension. I feel anger, contempt for this brand.” —French consumer

“Burning anger and hatred.” —German consumer

“Rage, disappointment, and loathing.” —Finnish consumer

“Disappointed, inconsequential, belittled, insignificant, worthless.” —American consumer

Like consumers, brands ranked

disappointment highest at 29

percent. They drastically, however,

underestimated disrespect at just 13

percent and anger at 10 percent—a

disconnect with consumers of 7 and

10 points, respectively. Brands believe

consumers are simply let down when

their expectations are not met. In reality,

consumer emotions are much stronger

and much more personal.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Frustrated Angry Resigned Disappointed Disrespected Unsure

Emotions- Negative Experiences

Consumer Brands

Emotions: Negative Experiences


In a vacuum, this data may be used

to reinforce the myth that consumer

expectations are unreasonably high.

However, analyzed alongside the

findings around satisfaction and loyalty,

the picture becomes much clearer:

Because consumer expectations are,

in fact, quite reasonable, when brands

fail to deliver, consumers feel betrayed.

A promise has been broken, a trust

breached. This fuels strong,

negative emotions.

One French consumer captured this

perfectly. “In order to appreciate a

company, you need a relationship

based on trust.”

But consumers don’t stop at hurt

feelings. While words may not fully

reflect future actions, they are very

clear about the intent:

“I have no desire to set foot in this store again.” —French consumer

“...won’t buy this brand anymore.” —German consumer

“I decided to shop elsewhere.” —Australian consumer

C O N S U M E R S W A N T B R A N D S T O G E T P E R S O N A L

Another goal of this year’s study was to determine how consumers and brands

prioritize different aspects of personalization. Personalization of advertising

messages is one of the six elements of customer experience we’ve included in

the study’s benchmark questions. Over the last year, our experts have noticed

consumers talking about their desire for personalization in a much broader way,

including support/service and purchase in addition to advertising. We found that

while consumers worldwide appreciate personalized experiences along all points

of their journey, some geographies prioritize one type over the other.

“Because consumer expectations are, in fact, quite reasonable, when brands fail to deliver, consumers feel betrayed.”


Consumers Rank Personalized Support No. 1Consumers in every country ranked

personalized support as their first

priority. This type of support was defined

as, “When you reach out for help,

the associate and/or the self-service

channels already knows who you are

(name, status, loyalty, VIP, etc.) and

demonstrates strong knowledge of your

recent interactions.”

Support was followed by purchase

(35 percent), and was defined as, “The

staff and/or digital applications know

me and my needs, have expertise in

what they are selling, and make helpful

recommendations on additional items

and how to use the products or services.”

Advertising ranked last (20 percent)

and was defined as, “Personal marketing

messages that include being addressed

by name, offers related to products you

enjoy, special access to new products or

services, etc.”

In this area, brands were fairly aligned

with consumers, ranking the three

types of personalization the same

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Advertising Support Purchase

Personalization

Consumer Brands

as consumers. Brands did, however,

underestimate how important

personalization is during the purchase

process by about five percentage points.

Personalization


Our findings indicate that consumers

want brands to know who and where

they are and what they are experiencing

throughout and beyond the buying

process. Consumers appreciate well-

targeted offers that add value. They also

want e-commerce sites and in-person

sales associates to know who they are

and offer relevant assistance:

“Many online websites use cookies to understand and track what I have purchased to give me new recommendations that fit what I am looking for.” —American consumer

Consumers particularly appreciate

service companies (utilities,

telecommunications, financial services,

etc.) to know their history so they don’t

have to retell the same story to each

successive employee they encounter.

“...I also like it when my investment adviser at the savings bank makes suggestions during and advisory meeting and points out the emergency exits for the investment, as he knows I’m not a millionaire. That shows me that they really take an interest in me.” —German consumer

In the verbatim comments, we also

found that not only do consumers

enjoy personalized interactions, they

are happy to purchase more when

they feel those experiences offer real

value. Following are a few examples of

feedback consumers provided when

asked about a recent personalized

moment that improved their experience

with a brand:

“Knowledgeable staff that offers new, more powerful hardware than the old one versus just replacing.” —French consumer

“Was recommended a new product that I had not used before. As a result, it became a regular product that I now buy. If I had not received the recommendation, I would not have tried it.” —Norwegian consumer

“Knowing my needs are far more important than knowing just my name or my status on a screen that they look at. I like the idea when they offer recommendaion that I may not have thought of at first but feel would be beneficial to purchase, just not another upsell.” —American consumer


v v

Global Highlights: Personalization

• Consumers in North America and the United Kingdom chose personalized support even more often than average at 54 percent and 53 percent, respectively. This is compared to the global average of 45 percent.

• Consumers in Spain (41 percent) value personalization during the purchase process highest of all countries, a full six points above the average of 35 percent.

• German consumers weighted the different types of personalization most equally.

In our experience, operations leaders

tend to understand personalized

experiences in the context of support

and purchase, as those two touch points

fall within their areas of responsibility.

Marketers, on the other hand, too often

associate personalized experiences

with well-targeted advertising. With

the majority of organizations now

reporting marketing as the “owner” of

the customer experience, it’s particularly

important for marketing leaders to

understand and support personalization

in a much more comprehensive way.


v v

C O N C L U S I O N

Emotion is at the very core of what

it means to be human. It helps define

who we are, how we live, and forms

our perceptions and opinions. Emotion

manifests itself in the interactions

and experiences consumers have

with brands.

The expectations of consumers are

largely reasonable, and delivering a

positive experience creates satisfaction,

and more importantly, loyalty. By

contrast, missing the mark and

creating a negative experience

produces visceral emotions fueled

by feelings of disappointment, anger,

and disrespect. Recognizing the

powerful role that emotion plays in

consumer/brand interactions will

help organizations manage consumer

expectations and build long-term,

mutually beneficial relationships.

The desire to create positive emotional

connections are aided by creating

meaningful, personalized interactions.

Consumers want you to understand

who they are and what they value

across all types of interactions. Our

recommendation is to ensure this one-

to-one feeling permeates every aspect

of your consumers’ journey with your

brand. This includes the technology

used to empower the collection of

feedback and the manner in which you

recognize and respond to the feedback

consumers provide.

The discipline of CX has quickly

matured into a sophisticated lever for

accelerating business performance.

Today’s consumers want more human

interactions with brands. Organizations

everywhere have the opportunity to

leverage this valuable understanding

to reach new heights and own, if not

redefine, their competitive

market position.


A D D E N D U M : 2 0 1 7 C X T R E N D R A N K I N G S

For the third consecutive year, we also

asked both consumers and brands

to rank the following statements to

determine the degree to which brands

are aligned with their consumers.

1. Personalized Experience: Brands

using consumer information to

better personalize messages

and promotions.

2. Transparency: Brands keeping

consumers informed on the ways

their feedback is being used.

3. Feeling Trumps Function: Brand

differentiation will be more a result

of relationships and the customer

experience than of product features

or selection.

Historical Comparisons for US/Canada4. Shorter Surveys, More Listening:

Shorter feedback surveys with

comment fields allowing consumers

to share stories in their own words.

Increased use of social, voice, and

mobile channels.

5. Mobile First: Ensuring 24/7 mobile

support to address increasing

consumer mobile habits.

6

5

4

3

2

1

Year

Consumer

2015 2016 2017

TransparencyPersonalized Experience Feeling Trumps Function

Shorter Surveys, More ListeningMobile FirstMore Reliable Online Reviews

Ran

king

6

5

4

3

2

1

Year

Brand

2015 2016 2017

Ran

king

6. More Reliable Online Reviews:

Brands helping consumers see better

peer information about purchasing

decisions by supporting verified

online reviews.


Interestingly—and supporting the

insights discussed earlier in this

report—a personalized experience

continues to be a top priority for

consumers. Brands, however, appear to

have shifted focus more to transparency

and better listening—both of which still

rank in the top three for consumers.

On the other end of the spectrum,

mobile capabilities ranked last for

consumers for the third consecutive

year, with brands finally following suit

this year, suggesting that brands may

feel like they have already “arrived” in

this respect. Mobile support is no longer

considered a preference to be attained,

but rather a basic characteristic of

brands in 2017.

For the first time since we began

these CX trend studies, we expanded

these same benchmark questionsto

brands and consumers outside of

North America.

1. Europe/Scandinavia: Four of the

eight European countries analyzed

reported top priorities that align

International Comparisonswith consumers. Both consumers

and brands in the U.K., Finland,

Germany, and Spain ranked

transparency as their top priority.

The other countries varied

more significantly.

2. Pacific: Australia and New

Zealand also reported disjointed

brand priorities and consumer

expectations. While consumers in

both of these countries favored

personalized experiences (like

in North America), Australia

prioritizes shorter surveys and

more listening while New Zealand

focuses on transparency.


Across the globe it is clear that personalization is still not at the level our global

consumers are hoping for. In every country we surveyed, brands and consumers did

not align when we asked about personalization. Providing personalized support,

purchase process, and promotion is the number one action item for brands in 2017.

In Summary


A P P E N D I X

*CR= customer rank, BR= brand rank

US/Canada

CRExperience BR

Personalized Experience

Transparency

Feeling Trumps Function

Shorter Surveys, More Listening

Mobile First

More Reliable Online Reviews

1

2

5

3

6

4

3

1

5

2

6

4

Finland

CRExperience BR


Transparency



Mobile First


4

1

3

5

2

6

5

1

3

2

6

4

Denmark

CRExperience BR


Transparency



Mobile First


2

1

6

3

5

4

6

3

4

2

5

1

France

CRExperience BR


Transparency



Mobile First


2

1

3

5

6

4

4

2

1

5

6

3


Germany

CRExperience BR


Transparency



Mobile First


2

1

4

3

6

5

4

1

5

2

6

3

Spain

CRExperience BR


Transparency



Mobile First


2

1

4

3

5

6

3

1

5

1

6

4

Norway

CRExperience BR


Transparency



Mobile First


4

2

2

1

5

6

5

1

1

3

6

4

Sweden

CRExperience BR


Transparency



Mobile First


1

2

4

3

6

4

4

3

5

1

6

2


UK

CRExperience BR


Transparency



Mobile First


2

1

5

3

6

4

4

1

6

2

5

3

New Zealand

CRExperience BR


Transparency



Mobile First


1

2

4

3

5

6

3

1

5

2

6

4

Australia

CRExperience BR


Transparency



Mobile First


1

2

4

3

6

5

3

2

5

1

6

4


Country Safe/reassured

Relaxed/at ease

Satisfied Excited EnjoymentPart of

something special


AVG 14.0% 11.0% 37.8% 4.7% 7.0% 6.6% 12.0% 4.3%

Emotions: Positive Experiences (Consumer)

US/Canada

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

8.3%

18.3%

10.6%

7.9%

17.7%

13.6%

11.3%

17.8%

10.3%

19.1%

18.7%

12.4%

14.4%

8.5%

6.3%

17.3%

15.5%

13.4%

10.2%

6.3%

9.2%

7.4%

45.6%

35.0%

39.2%

40.4%

36.5%

34.5%

41.9%

34.3%

32.8%

31.7%

43.5%

2.4%

2.5%

7.0%

13.1%

2.2%

3.7%

2.3%

3.9%

8.2%

4.6%

1.7%

4.2%

5.6%

8.8%

11.2%

4.4%

4.8%

4.1%

8.8%

9.0%

8.6%

7.0%

7.8%

8.6%

8.8%

6.1%

4.2%

7.6%

6.4%

4.9%

5.8%

6.5%

5.7%

16.8%

10.2%

12.1%

7.5%

9.3%

14.1%

15.7%

10.5%

14.3%

9.2%

12.2%

0.5%

3.7%

3.6%

5.4%

6.2%

3.4%

1.8%

4.9%

10.8%

4.6%

2.6%

16.0%

14.4%

15.3%

12.3%

4.3%

16.5%

14.8%

20.5%

10.4%

12.7%

7.4%

14.0%

11.3%

7.6%

9.4%

8.1%

14.6%

15.3%

12.0%

19.1%

16.1%

17.5%

3.2%

3.5%

4.1%

5.5%

7.5%

2.1%

3.7%

4.9%

11.3%

5.1%

2.5%

AVG 15.6% 9.6% 26.3% 6.5% 7.6% 14.0% 13.2% 4.9%

Emotions: Positive Experiences (Brands)

9.0%

17.5%

12.0%

15.3%

20.4%

18.4%

12.7%

14.7%

16.5%

16.9%

18.0%

9.7%

12.5%

13.4%

7.0%

11.7%

9.5%

9.4%

7.6%

6.1%

9.3%

9.2%

26.8%

24.8%

30.4%

28.5%

37.5%

25.0%

29.5%

24.0%

21.7%

18.6%

23.0%

8.8%

5.7%

8.7%

9.2%

3.4%

6.8%

5.9%

10.0%

3.5%

12.7%

7.4%

10.8%

6.6%

4.8%

11.3%

5.3%

4.7%

5.9%

10.0%

3.5%

12.7%

7.4%

Country Safe/ reassured

Relaxed/at ease


something special


US/Canada

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden



Relaxed/at ease


something special


AVG 17.9% 11.9% 39.9% 4.4% 7.5% 8.5% 8.0% 1.9%

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

US

Canada

20.1%

18.9%

10.8%

22.2%

16.9%

14.3%

23.8%

24.1%

22.0%

18.0%

16.7%

15.6%

18.3%

12.3%

6.5%

12.1%

14.6%

16.2%

7.9%

8.7%

7.3%

15.4%

11.8%

12.4%

30.2%

34.0%

44.0%

38.6%

31.4%

38.2%

36.5%

30.2%

37.9%

33.3%

46.2%

44.0%

4.7%

11.3%

8.6%

1.6%

5.1%

3.7%

4.6%

7.3%

5.1%

6.6%

2.5%

2.6%

5.9%

7.9%

11.7%

7.9%

8.0%

5.6%

9.4%

7.1%

11.8%

7.9%

5.7%

8.0%

7.7%

6.5%

5.7%

8.0%

12.6%

10.3%

8.4%

6.5%

6.1%

8.8%

9.3%

8.4%

11.2%

7.3%

8.6%

6.5%

8.9%

8.8%

6.6%

9.0%

7.0%

8.3%

7.4%

8.7%

1.9%

1.8%

4.1%

3.1%

2.6%

2.9%

3.0%

7.1%

2.9%

1.8%

0.4%

0.3%

Emotions: Loyalty (Consumer)


Relaxed/at ease


something special


AVG 15.1% 11.1% 29.3% 5.9% 9.3% 11.2% 15.0% 3.2%

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

US/Canada

14.4%

18.1%

12.2%

21.8%

13.9%

12.1%

23.5%

17.4%

13.7%

13.2%

10.5%

14.7%

10.7%

10.1%

12.8%

13.2%

11.0%

10.1%

8.7%

11.1%

12.0%

8.7%

29.3%

32.7%

29.6%

31.5%

28.6%

26.7%

30.1%

25.2%

25.6%

29.5%

28.1%

4.4%

12.2%

8.1%

1.9%

4.3%

3.7%

4.3%

11.3%

3.4%

4.0%

6.9%

8.6%

5.9%

14.3%

6.7%

5.8%

12.3%

10.4%

5.2%

18.8%

6.4%

10.5%

11.7%

4.8%

7.7%

11.3%

19.7%

15.4%

1.3%

7.8%

11.1%

14.4%

13.5%

15.2%

13.3%

12.6%

10.9%

12.3%

16.5%

14.7%

15.7%

15.4%

19.3%

18.3%

1.7%

2.5%

5.4%

3.2%

2.2%

2.2%

5.8%

8.7%

0.9%

1.2%

3.7%

Emotions: Loyalty (Brands)


Country Frustrated Angry Resigned Disappointed Disrespected Unsure

AVG 22.7% 19.4% 4.7% 23.5% 20.0% 6.5%

Emotions: Negative Experiences (Consumer)

US/Canada

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

32.9%

26.2%

19.3%

9.6%

22.3%

26.3%

26.0%

22.1%

20.6%

24.6%

20.0%

17.3%

25.7%

24.5%

34.1%

17.0%

17.2%

16.5%

14.6%

15.1%

15.4%

16.5%

1.4%

2.8%

5.9%

4.4%

8.6%

3.4%

2.8%

9.2%

5.0%

4.6%

3.5%

17.3%

21.3%

31.7%

23.1%

30.8%

26.3%

22.9%

15.3%

24.1%

14.5%

31.7%

27.7%

15.7%

11.6%

12.6%

12.6%

19.8%

22.6%

27.5%

23.3%

26.5%

20.0%

1.6%

6.7%

5.9%

8.2%

5.8%

4.8%

5.9%

7.1%

8.7%

9.5%

7.0%

Country Frustrated Angry Resigned Disappointed Disrespected Unsure

AVG 21.1% 9.6% 7.0% 28.9% 12.8% 15.6%

Emotions: Negative Experiences (Brands)

US/Canada

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

20.0%

23.3%

17.5%

12.8%

15.3%

21.4%

20.3%

34.5%

28.7%

22.0%

15.9%

8.3%

8.0%

10.7%

17.4%

14.3%

6.1%

10.0%

8.1%

5.2%

9.3%

7.6%

9.5%

6.1%

8.7%

8.9%

15.3%

1.9%

4.6%

7.1%

6.1%

4.2%

5.1%

30.0%

35.8%

33.7%

23.4%

24.3%

41.1%

34.3%

6.6%

32.2%

24.6%

32.5%

13.5%

10.8%

12.9%

10.2%

6.2%

12.1%

9.4%

27.1%

10.4%

13.6%

14.3%

13.7%

8.3%

12.3%

20.4%

15.1%

13.1%

16.8%

11.5%

14.8%

24.6%

20.7%


Country Advertising Support Purchase

AVG 20.1% 44.8% 35.1%

Personalization (Consumer)

US/Canada

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

12.6%

17.1%

21.6%

18.7%

17.9%

22.0%

18.3%

18.0%

24.3%

23.4%

27.0%

53.9%

53.2%

39.2%

45.3%

41.4%

43.5%

48.1%

44.0%

42.1%

38.5%

43.5%

33.5%

29.6%

39.2%

36.0%

40.7%

34.5%

33.7%

38.0%

33.6%

38.2%

29.6%

Country Advertising Support Purchase

AVG 23.8% 46.3% 29.9%

Personalization (Brands)

US/Canada

UK

France

Germany

Spain

New Zealand

Australia

Denmark

Finland

Norway

Sweden

22.4%

23.8%

24.7%

22.8%

25.0%

25.1%

20.5%

26.1%

24.6%

26.3%

20.0%

48.6%

46.4%

39.4%

43.2%

47.2%

48.7%

46.9%

45.2%

47.5%

44.9%

51.1%

29.0%

29.8%

35.8%

34.0%

27.8%

26.2%

32.5%

28.7%

28.0%

28.8%

28.8%


About InMoment InMoment™ is a cloud-based customer experience (CX) optimization platform that helps brands leverage

customer and employee insights to inform better business decisions, and create high-value relationships.

Through its Experience Hub™, InMoment provides Voice of Customer (VoC), Social Reviews & Advocacy,

Voice of Employee (VoE), and Employee Engagement solutions, as well as strategic guidance, support, and

services to more than 350 brands in 95 countries. For more information, visit http://www.inmoment.com.

[email protected] | Follow us @WeAreInMoment

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