This is part 4 of measuring customer emotions series of extracts *Emotion-Scores (e-scores for short) are a CXFO.Org emotion measurement tool In the last extract I talked about the customers who are not really fans and with whom you don't have a strong emotional connection. Today I want to talk about the customers who are engaged. Engaged Customers are your largest commercial risk. Ironically we want engaged customers but they are dangerous. The reason is simple, because the

This is part 3 of the series on measuring customer emotions For most brands for most products we may own them but we are not emotionally engaged. We may not even remember the brand or the manufacturer. There are many good reasons for that. Most people don't remember things that work and things that only hold a functional based emotional relationship status. There are brands at the other end of the spectrum that I will talk about later but for this blog let's just consider th

This is the second part of Measuring Customer Emotions In my last blog I showed you how to build a crude emotional model using a simple visual template. If you missed it or want a recap you can click here. Based on some of the questions I got, (thank you all) I want to be absolutely clear with you that without step one there are no other steps. Warning - It is vital to have a working model of normal emotional states or any results you get are just tainted. You cannot assess h

​​I want to apologise for those waiting for my book....we have had to take it down for technical improvements (which is internal slang for Morris screwed up and it will take weeks to fix). It will be back as soon as possible! By way of compensation here is an extract from chapter 1 of Measuring Customer Emotions (the textbook from training courses) click for details How do you build a customer emotion model? Q - Is there is a way to do it in less than an hour? A - I am going

If you want to get an accurate read of emotions you need to start from a model of how customers are before they meet you! I call it the HAY model. Saying “hello, how are you?” is at the start of every social interaction. It is the declaration of our emotional state. We all do it, all the time......so we understand it! It is a keystone habit of behaviour which means we all understand it really well. We can build a crude model of how are you? Because if we can do that, then we

Understanding the importance of your story in delivering a CX is vital

Many news sources in the UK and US today have published that the Cambridge Analytica scandal has cost $80bn in 10 days....I think that's what you could buy Starbucks for that. mark zuckerburg and his team appear to be rushing towards a social media meltdown at the speed of United Airlines rushing towards their next victim with a tazer. They don't seem realise that they have now impacted the state of their relationship with their users and that this is now emotional. I used to