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Don't know, don't care, or both - measuring emotion

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 this group.

This is the group that decides the financial health of most organisations

This is when there maybe an extremely low emotional engagement and the actual experience is the defining factor in a decision.

This group have a dissociative relationship with your organisation* where CX alone can change outcome

* This also correlates to Customer Effort Score impacts

A large proportion of your customers decision is made in circumstances when customers don’t care.

Significantly because they are not engaged they are most likely to be the best barometer of your Customer Experience.

What’s the difference between don’t know and don’t care?….we don’t know so why care. If we don’t have data we simply accept that but we don’t discard those users as in other systems.

Behaviours Overall Passive or indifferent to your brand

+ Think you are OK at what you do but don’t really care about it.

- Think you are slightly worse than OK but not enough to move


MOST CUSTOMERS….are in this group for most products and services

They really don’t care enough to engage

Statistically the largest group of customers for most organisations

Hard to gain participation except as part of a bigger exercise.

Don’t answer surveys or talk your brand.


Competitors targeting, to identify dissatisfaction or lack of engagement through offers

Can slip down scale or churn if an offer doesn’t meet their expectation.

Low engagement – Low loyalty

They are immune to things like NPS and yet their input may be mission critical.


Requires active marketing to maintain a steady state, to prevent a negative slide and churn.If you want to engage with them you have to bring something more than “I want to ask you questions” to an experience.

They require different Customer Journeys


Over the last few months there have been several reports by major research house with a common trend that in general consumers think that customer experience is not improving.

Customers think that overall their experience is not getting better. If it's not getting better it is getting worse. Having looked at the research I have come to a couple of conclusions I am happy to debate.

Expectation increases with experience. We want more than last time we don't want the same. So Customer expectation has a natural tendency to increase. Therefore most investment in improvements in CX are only keeping station with or falling behind customer expectation.

Given the transactional nature of most customer relationships and the factors I think customers are now expecting all our talk of customer focus into radical improvement rathan marginal.

These customers expect you to make things much much better because the small stuff isn't getting there anymore. Improvement is now table stakes dramatic improve is now the wow factor in transactional relationships.

These are customers worth focusing on but where most organisations try to use the wrong type of emotional connection with these customers. Most fix on values that customers don't believe. But that's a story for another day!

For today most of your work in CX is designed to keeping customers who don't care about you from not noticing you enough to want to churn.

don't forget

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