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  • 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 Personalization How 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

  • 2017 CX Trends Report 3

    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

    Introduction they’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.

  • 2017 CX Trends Report 4

    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

  • 2017 CX Trends Report 5










    I feel safe/ reassured

    Relaxed/ at ease

    Satisfied Excited Enjoyment Part of something


    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

  • 2017 CX Trends Report 6











    I feel safe/ reassured

    Relaxed/ at ease

    Satisfied Excited Enjoyment Part of something


    Important Entertained

    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

  • 2017 CX Trends Report 7

    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. Scandina


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