The decline of emotional interactions in Customer Experience
In the pursuit of measuring customer loyalty, brands have largely embraced the Net Promoter Score (NPS) or its derivatives. While the essence of a promoter score often reflects a customer's willingness to recommend a brand, Forrester's 2024 CX Index unveils a concerning trend: emotional interactions are on the decline, resulting in a significant drop in customer experience (CX) quality.
The report indicates a third consecutive year of declining CX quality, with an unprecedented 39% of brands experiencing notable declines. This trend is exacerbated by the shift towards automated and AI-driven interactions, which, while efficient, often lack the emotional depth that human interactions provide.
This raises an all-important question: how do brands improve their NPS scores if consumer perceptions of CX quality have dropped for an unprecedented third year in a row?
People Made's Perspective: Reconnecting Through Human Interactions
At People Made, we believe in the transformative power of human connections. Our philosophy centres on integrating Service Experience and Service Culture to foster genuine, emotionally resonant interactions between brands and their customers. Here’s how our approach aligns with addressing the critical issues highlighted in Forrester's findings:
Emphasising Emotional Engagement
Research from Forrester indicates that emotionally engaged customers are 2.4 times more likely to stay with a brand and 2.6 times more likely to recommend it to others. We focus on creating service experiences that are not only efficient but also deeply engaging and emotionally engaging. Every brand is different, so we craft distinctive and differentiated Service Philosophies by drawing out what the brand stands for and what the business is trying to achieve. The proofpoints then ensure that every customer touchpoint resonates on a personal level.
Empowering Employees to Create Memorable Experiences
Forrester's report underscores the need for empathetic and personalised interactions. Our approach empowers employees through a robust Service Culture, aligning their actions with the brand’s proposition and target customer needs. This empowerment leads to more meaningful interactions, driving higher satisfaction and loyalty.
A Holistic Approach to Service and Culture
We integrate Service Experience with Service Culture, ensuring that the internal culture of a brand is reflected in its external customer interactions. This holistic strategy ensures coherence and impact, making every customer interaction a testament to what the brand wants to stand for.
As the Forrester 2024 CX Index highlights, the decline in emotional interactions is a pressing issue. Yet, creating promoter experiences through human interactions drives growth. By integrating Service Experience with Service Culture, we help brands create emotionally positive experiences that turn satisfied customers into enthusiastic promoters. This approach not only enhances customer satisfaction but also fosters deep loyalty and advocacy, driving sustainable growth and long-term success.
If you’re interested in learning more, we’d love to hear from you. Drop us a note to book a consultation where we can share some ideas and thoughts at [email protected]
Written by Ben Shaw, Head of Strategy at People Made