Companies too often shy away from focusing on the emotional dimension of CX because emotions seem abstract, intangible, and irrational. What they don’t realize is that emotions are actually quite predictable: They just follow a different set of rules than rational thought. This Forrester report looks at the link between emotion and customer loyalty, the role User Experience can have on customer emotion, and provides best practices to ensure customers consistently walk away feeling good about the experience they just had.
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