The Power of Emotion and...
Transcript of The Power of Emotion and...
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 PersonalizationHow 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
Introductionthey’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
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
I feel safe/ reassured
Relaxed/ at ease
Satisfied Excited Enjoyment Part of something
special
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
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
I feel safe/ reassured
Relaxed/ at ease
Satisfied Excited Enjoyment Part of something
special
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. Scandinavia reported the highest levels of feeling “safe and reassured” linked to loyalty.
2017 CX Trends Report 8
We also asked consumers about the emotions they associate
with a bad experience. “Disappointed” (24 percent),
“frustrated” (23 percent), and “disrespected” (20 percent)
top the list. Also, Consumers were nearly twice as likely as
brands to say they associate anger with bad experiences (19
percent versus 10 percent).
When It’s Bad, It’s Very, Very Bad
Global Highlights: Dissatisfaction
• In Germany, 34 percent of consumers chose anger as the primary emotion associated with a negative experience, 15 points higher than the global average.
• In response to negative experiences, Europe in general reported higher levels of anger than the rest of the world, while Scandinavia reported lower levels of anger, but higher levels of disrespect. (Norway, Denmark, and Finland chose it as their top emotion associated with bad experiences.)
• North American consumers reported higher than average ratings of frustration when a negative experience takes place.
2017 CX Trends Report 9
Again, the open-ended comments add
more context to the numbers, bringing
home the depth of emotion consumers
feel when brands let them down:
“Anger and impotence.” —Spanish consumer
“Lost all trust in the brand.” —Swedish consumer
“Incomprehension. I feel anger, contempt for this brand.” —French consumer
“Burning anger and hatred.” —German consumer
“Rage, disappointment, and loathing.” —Finnish consumer
“Disappointed, inconsequential, belittled, insignificant, worthless.” —American consumer
Like consumers, brands ranked
disappointment highest at 29
percent. They drastically, however,
underestimated disrespect at just 13
percent and anger at 10 percent—a
disconnect with consumers of 7 and
10 points, respectively. Brands believe
consumers are simply let down when
their expectations are not met. In reality,
consumer emotions are much stronger
and much more personal.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Frustrated Angry Resigned Disappointed Disrespected Unsure
Emotions- Negative Experiences
Consumer Brands
Emotions: Negative Experiences
2017 CX Trends Report 10
In a vacuum, this data may be used
to reinforce the myth that consumer
expectations are unreasonably high.
However, analyzed alongside the
findings around satisfaction and loyalty,
the picture becomes much clearer:
Because consumer expectations are,
in fact, quite reasonable, when brands
fail to deliver, consumers feel betrayed.
A promise has been broken, a trust
breached. This fuels strong,
negative emotions.
One French consumer captured this
perfectly. “In order to appreciate a
company, you need a relationship
based on trust.”
But consumers don’t stop at hurt
feelings. While words may not fully
reflect future actions, they are very
clear about the intent:
“I have no desire to set foot in this store again.” —French consumer
“...won’t buy this brand anymore.” —German consumer
“I decided to shop elsewhere.” —Australian consumer
C O N S U M E R S W A N T B R A N D S T O G E T P E R S O N A L
Another goal of this year’s study was to determine how consumers and brands
prioritize different aspects of personalization. Personalization of advertising
messages is one of the six elements of customer experience we’ve included in
the study’s benchmark questions. Over the last year, our experts have noticed
consumers talking about their desire for personalization in a much broader way,
including support/service and purchase in addition to advertising. We found that
while consumers worldwide appreciate personalized experiences along all points
of their journey, some geographies prioritize one type over the other.
“Because consumer expectations are, in fact, quite reasonable, when brands fail to deliver, consumers feel betrayed.”
2017 CX Trends Report 11
Consumers Rank Personalized Support No. 1Consumers in every country ranked
personalized support as their first
priority. This type of support was defined
as, “When you reach out for help,
the associate and/or the self-service
channels already knows who you are
(name, status, loyalty, VIP, etc.) and
demonstrates strong knowledge of your
recent interactions.”
Support was followed by purchase
(35 percent), and was defined as, “The
staff and/or digital applications know
me and my needs, have expertise in
what they are selling, and make helpful
recommendations on additional items
and how to use the products or services.”
Advertising ranked last (20 percent)
and was defined as, “Personal marketing
messages that include being addressed
by name, offers related to products you
enjoy, special access to new products or
services, etc.”
In this area, brands were fairly aligned
with consumers, ranking the three
types of personalization the same
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Advertising Support Purchase
Personalization
Consumer Brands
as consumers. Brands did, however,
underestimate how important
personalization is during the purchase
process by about five percentage points.
Personalization
2017 CX Trends Report 12
Our findings indicate that consumers
want brands to know who and where
they are and what they are experiencing
throughout and beyond the buying
process. Consumers appreciate well-
targeted offers that add value. They also
want e-commerce sites and in-person
sales associates to know who they are
and offer relevant assistance:
“Many online websites use cookies to understand and track what I have purchased to give me new recommendations that fit what I am looking for.” —American consumer
Consumers particularly appreciate
service companies (utilities,
telecommunications, financial services,
etc.) to know their history so they don’t
have to retell the same story to each
successive employee they encounter.
“...I also like it when my investment adviser at the savings bank makes suggestions during and advisory meeting and points out the emergency exits for the investment, as he knows I’m not a millionaire. That shows me that they really take an interest in me.” —German consumer
In the verbatim comments, we also
found that not only do consumers
enjoy personalized interactions, they
are happy to purchase more when
they feel those experiences offer real
value. Following are a few examples of
feedback consumers provided when
asked about a recent personalized
moment that improved their experience
with a brand:
“Knowledgeable staff that offers new, more powerful hardware than the old one versus just replacing.” —French consumer
“Was recommended a new product that I had not used before. As a result, it became a regular product that I now buy. If I had not received the recommendation, I would not have tried it.” —Norwegian consumer
“Knowing my needs are far more important than knowing just my name or my status on a screen that they look at. I like the idea when they offer recommendaion that I may not have thought of at first but feel would be beneficial to purchase, just not another upsell.” —American consumer
2017 CX Trends Report 13
v v
Global Highlights: Personalization
• Consumers in North America and the United Kingdom chose personalized support even more often than average at 54 percent and 53 percent, respectively. This is compared to the global average of 45 percent.
• Consumers in Spain (41 percent) value personalization during the purchase process highest of all countries, a full six points above the average of 35 percent.
• German consumers weighted the different types of personalization most equally.
In our experience, operations leaders
tend to understand personalized
experiences in the context of support
and purchase, as those two touch points
fall within their areas of responsibility.
Marketers, on the other hand, too often
associate personalized experiences
with well-targeted advertising. With
the majority of organizations now
reporting marketing as the “owner” of
the customer experience, it’s particularly
important for marketing leaders to
understand and support personalization
in a much more comprehensive way.
2017 CX Trends Report 14
v v
C O N C L U S I O N
Emotion is at the very core of what
it means to be human. It helps define
who we are, how we live, and forms
our perceptions and opinions. Emotion
manifests itself in the interactions
and experiences consumers have
with brands.
The expectations of consumers are
largely reasonable, and delivering a
positive experience creates satisfaction,
and more importantly, loyalty. By
contrast, missing the mark and
creating a negative experience
produces visceral emotions fueled
by feelings of disappointment, anger,
and disrespect. Recognizing the
powerful role that emotion plays in
consumer/brand interactions will
help organizations manage consumer
expectations and build long-term,
mutually beneficial relationships.
The desire to create positive emotional
connections are aided by creating
meaningful, personalized interactions.
Consumers want you to understand
who they are and what they value
across all types of interactions. Our
recommendation is to ensure this one-
to-one feeling permeates every aspect
of your consumers’ journey with your
brand. This includes the technology
used to empower the collection of
feedback and the manner in which you
recognize and respond to the feedback
consumers provide.
The discipline of CX has quickly
matured into a sophisticated lever for
accelerating business performance.
Today’s consumers want more human
interactions with brands. Organizations
everywhere have the opportunity to
leverage this valuable understanding
to reach new heights and own, if not
redefine, their competitive
market position.
2017 CX Trends Report 15
A D D E N D U M : 2 0 1 7 C X T R E N D R A N K I N G S
For the third consecutive year, we also
asked both consumers and brands
to rank the following statements to
determine the degree to which brands
are aligned with their consumers.
1. Personalized Experience: Brands
using consumer information to
better personalize messages
and promotions.
2. Transparency: Brands keeping
consumers informed on the ways
their feedback is being used.
3. Feeling Trumps Function: Brand
differentiation will be more a result
of relationships and the customer
experience than of product features
or selection.
Historical Comparisons for US/Canada4. Shorter Surveys, More Listening:
Shorter feedback surveys with
comment fields allowing consumers
to share stories in their own words.
Increased use of social, voice, and
mobile channels.
5. Mobile First: Ensuring 24/7 mobile
support to address increasing
consumer mobile habits.
6
5
4
3
2
1
Year
Consumer
2015 2016 2017
TransparencyPersonalized Experience Feeling Trumps Function
Shorter Surveys, More ListeningMobile FirstMore Reliable Online Reviews
Ran
king
6
5
4
3
2
1
Year
Brand
2015 2016 2017
Ran
king
6. More Reliable Online Reviews:
Brands helping consumers see better
peer information about purchasing
decisions by supporting verified
online reviews.
2017 CX Trends Report 16
Interestingly—and supporting the
insights discussed earlier in this
report—a personalized experience
continues to be a top priority for
consumers. Brands, however, appear to
have shifted focus more to transparency
and better listening—both of which still
rank in the top three for consumers.
On the other end of the spectrum,
mobile capabilities ranked last for
consumers for the third consecutive
year, with brands finally following suit
this year, suggesting that brands may
feel like they have already “arrived” in
this respect. Mobile support is no longer
considered a preference to be attained,
but rather a basic characteristic of
brands in 2017.
For the first time since we began
these CX trend studies, we expanded
these same benchmark questionsto
brands and consumers outside of
North America.
1. Europe/Scandinavia: Four of the
eight European countries analyzed
reported top priorities that align
International Comparisonswith consumers. Both consumers
and brands in the U.K., Finland,
Germany, and Spain ranked
transparency as their top priority.
The other countries varied
more significantly.
2. Pacific: Australia and New
Zealand also reported disjointed
brand priorities and consumer
expectations. While consumers in
both of these countries favored
personalized experiences (like
in North America), Australia
prioritizes shorter surveys and
more listening while New Zealand
focuses on transparency.
2017 CX Trends Report 17
Across the globe it is clear that personalization is still not at the level our global
consumers are hoping for. In every country we surveyed, brands and consumers did
not align when we asked about personalization. Providing personalized support,
purchase process, and promotion is the number one action item for brands in 2017.
In Summary
2017 CX Trends Report 18
A P P E N D I X
*CR= customer rank, BR= brand rank
US/Canada
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
1
2
5
3
6
4
3
1
5
2
6
4
Finland
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
4
1
3
5
2
6
5
1
3
2
6
4
Denmark
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
2
1
6
3
5
4
6
3
4
2
5
1
France
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
2
1
3
5
6
4
4
2
1
5
6
3
2017 CX Trends Report 19
Germany
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
2
1
4
3
6
5
4
1
5
2
6
3
Spain
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
2
1
4
3
5
6
3
1
5
1
6
4
Norway
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
4
2
2
1
5
6
5
1
1
3
6
4
Sweden
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
1
2
4
3
6
4
4
3
5
1
6
2
2017 CX Trends Report 20
UK
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
2
1
5
3
6
4
4
1
6
2
5
3
New Zealand
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
1
2
4
3
5
6
3
1
5
2
6
4
Australia
CRExperience BR
Personalized Experience
Transparency
Feeling Trumps Function
Shorter Surveys, More Listening
Mobile First
More Reliable Online Reviews
1
2
4
3
6
5
3
2
5
1
6
4
2017 CX Trends Report 21
Country Safe/reassured
Relaxed/at ease
Satisfied Excited EnjoymentPart of
something special
Important Entertained
AVG 14.0% 11.0% 37.8% 4.7% 7.0% 6.6% 12.0% 4.3%
Emotions: Positive Experiences (Consumer)
US/Canada
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
8.3%
18.3%
10.6%
7.9%
17.7%
13.6%
11.3%
17.8%
10.3%
19.1%
18.7%
12.4%
14.4%
8.5%
6.3%
17.3%
15.5%
13.4%
10.2%
6.3%
9.2%
7.4%
45.6%
35.0%
39.2%
40.4%
36.5%
34.5%
41.9%
34.3%
32.8%
31.7%
43.5%
2.4%
2.5%
7.0%
13.1%
2.2%
3.7%
2.3%
3.9%
8.2%
4.6%
1.7%
4.2%
5.6%
8.8%
11.2%
4.4%
4.8%
4.1%
8.8%
9.0%
8.6%
7.0%
7.8%
8.6%
8.8%
6.1%
4.2%
7.6%
6.4%
4.9%
5.8%
6.5%
5.7%
16.8%
10.2%
12.1%
7.5%
9.3%
14.1%
15.7%
10.5%
14.3%
9.2%
12.2%
0.5%
3.7%
3.6%
5.4%
6.2%
3.4%
1.8%
4.9%
10.8%
4.6%
2.6%
16.0%
14.4%
15.3%
12.3%
4.3%
16.5%
14.8%
20.5%
10.4%
12.7%
7.4%
14.0%
11.3%
7.6%
9.4%
8.1%
14.6%
15.3%
12.0%
19.1%
16.1%
17.5%
3.2%
3.5%
4.1%
5.5%
7.5%
2.1%
3.7%
4.9%
11.3%
5.1%
2.5%
AVG 15.6% 9.6% 26.3% 6.5% 7.6% 14.0% 13.2% 4.9%
Emotions: Positive Experiences (Brands)
9.0%
17.5%
12.0%
15.3%
20.4%
18.4%
12.7%
14.7%
16.5%
16.9%
18.0%
9.7%
12.5%
13.4%
7.0%
11.7%
9.5%
9.4%
7.6%
6.1%
9.3%
9.2%
26.8%
24.8%
30.4%
28.5%
37.5%
25.0%
29.5%
24.0%
21.7%
18.6%
23.0%
8.8%
5.7%
8.7%
9.2%
3.4%
6.8%
5.9%
10.0%
3.5%
12.7%
7.4%
10.8%
6.6%
4.8%
11.3%
5.3%
4.7%
5.9%
10.0%
3.5%
12.7%
7.4%
Country Safe/ reassured
Relaxed/at ease
Satisfied Excited EnjoymentPart of
something special
Important Entertained
US/Canada
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
2017 CX Trends Report 22
Country Safe/reassured
Relaxed/at ease
Satisfied Excited EnjoymentPart of
something special
Important Entertained
AVG 17.9% 11.9% 39.9% 4.4% 7.5% 8.5% 8.0% 1.9%
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
US
Canada
20.1%
18.9%
10.8%
22.2%
16.9%
14.3%
23.8%
24.1%
22.0%
18.0%
16.7%
15.6%
18.3%
12.3%
6.5%
12.1%
14.6%
16.2%
7.9%
8.7%
7.3%
15.4%
11.8%
12.4%
30.2%
34.0%
44.0%
38.6%
31.4%
38.2%
36.5%
30.2%
37.9%
33.3%
46.2%
44.0%
4.7%
11.3%
8.6%
1.6%
5.1%
3.7%
4.6%
7.3%
5.1%
6.6%
2.5%
2.6%
5.9%
7.9%
11.7%
7.9%
8.0%
5.6%
9.4%
7.1%
11.8%
7.9%
5.7%
8.0%
7.7%
6.5%
5.7%
8.0%
12.6%
10.3%
8.4%
6.5%
6.1%
8.8%
9.3%
8.4%
11.2%
7.3%
8.6%
6.5%
8.9%
8.8%
6.6%
9.0%
7.0%
8.3%
7.4%
8.7%
1.9%
1.8%
4.1%
3.1%
2.6%
2.9%
3.0%
7.1%
2.9%
1.8%
0.4%
0.3%
Emotions: Loyalty (Consumer)
Country Safe/reassured
Relaxed/at ease
Satisfied Excited EnjoymentPart of
something special
Important Entertained
AVG 15.1% 11.1% 29.3% 5.9% 9.3% 11.2% 15.0% 3.2%
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
US/Canada
14.4%
18.1%
12.2%
21.8%
13.9%
12.1%
23.5%
17.4%
13.7%
13.2%
10.5%
14.7%
10.7%
10.1%
12.8%
13.2%
11.0%
10.1%
8.7%
11.1%
12.0%
8.7%
29.3%
32.7%
29.6%
31.5%
28.6%
26.7%
30.1%
25.2%
25.6%
29.5%
28.1%
4.4%
12.2%
8.1%
1.9%
4.3%
3.7%
4.3%
11.3%
3.4%
4.0%
6.9%
8.6%
5.9%
14.3%
6.7%
5.8%
12.3%
10.4%
5.2%
18.8%
6.4%
10.5%
11.7%
4.8%
7.7%
11.3%
19.7%
15.4%
1.3%
7.8%
11.1%
14.4%
13.5%
15.2%
13.3%
12.6%
10.9%
12.3%
16.5%
14.7%
15.7%
15.4%
19.3%
18.3%
1.7%
2.5%
5.4%
3.2%
2.2%
2.2%
5.8%
8.7%
0.9%
1.2%
3.7%
Emotions: Loyalty (Brands)
2017 CX Trends Report 23
Country Frustrated Angry Resigned Disappointed Disrespected Unsure
AVG 22.7% 19.4% 4.7% 23.5% 20.0% 6.5%
Emotions: Negative Experiences (Consumer)
US/Canada
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
32.9%
26.2%
19.3%
9.6%
22.3%
26.3%
26.0%
22.1%
20.6%
24.6%
20.0%
17.3%
25.7%
24.5%
34.1%
17.0%
17.2%
16.5%
14.6%
15.1%
15.4%
16.5%
1.4%
2.8%
5.9%
4.4%
8.6%
3.4%
2.8%
9.2%
5.0%
4.6%
3.5%
17.3%
21.3%
31.7%
23.1%
30.8%
26.3%
22.9%
15.3%
24.1%
14.5%
31.7%
27.7%
15.7%
11.6%
12.6%
12.6%
19.8%
22.6%
27.5%
23.3%
26.5%
20.0%
1.6%
6.7%
5.9%
8.2%
5.8%
4.8%
5.9%
7.1%
8.7%
9.5%
7.0%
Country Frustrated Angry Resigned Disappointed Disrespected Unsure
AVG 21.1% 9.6% 7.0% 28.9% 12.8% 15.6%
Emotions: Negative Experiences (Brands)
US/Canada
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
20.0%
23.3%
17.5%
12.8%
15.3%
21.4%
20.3%
34.5%
28.7%
22.0%
15.9%
8.3%
8.0%
10.7%
17.4%
14.3%
6.1%
10.0%
8.1%
5.2%
9.3%
7.6%
9.5%
6.1%
8.7%
8.9%
15.3%
1.9%
4.6%
7.1%
6.1%
4.2%
5.1%
30.0%
35.8%
33.7%
23.4%
24.3%
41.1%
34.3%
6.6%
32.2%
24.6%
32.5%
13.5%
10.8%
12.9%
10.2%
6.2%
12.1%
9.4%
27.1%
10.4%
13.6%
14.3%
13.7%
8.3%
12.3%
20.4%
15.1%
13.1%
16.8%
11.5%
14.8%
24.6%
20.7%
2017 CX Trends Report 24
Country Advertising Support Purchase
AVG 20.1% 44.8% 35.1%
Personalization (Consumer)
US/Canada
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
12.6%
17.1%
21.6%
18.7%
17.9%
22.0%
18.3%
18.0%
24.3%
23.4%
27.0%
53.9%
53.2%
39.2%
45.3%
41.4%
43.5%
48.1%
44.0%
42.1%
38.5%
43.5%
33.5%
29.6%
39.2%
36.0%
40.7%
34.5%
33.7%
38.0%
33.6%
38.2%
29.6%
Country Advertising Support Purchase
AVG 23.8% 46.3% 29.9%
Personalization (Brands)
US/Canada
UK
France
Germany
Spain
New Zealand
Australia
Denmark
Finland
Norway
Sweden
22.4%
23.8%
24.7%
22.8%
25.0%
25.1%
20.5%
26.1%
24.6%
26.3%
20.0%
48.6%
46.4%
39.4%
43.2%
47.2%
48.7%
46.9%
45.2%
47.5%
44.9%
51.1%
29.0%
29.8%
35.8%
34.0%
27.8%
26.2%
32.5%
28.7%
28.0%
28.8%
28.8%
2017 CX Trends Report 25
About InMoment InMoment™ is a cloud-based customer experience (CX) optimization platform that helps brands leverage
customer and employee insights to inform better business decisions, and create high-value relationships.
Through its Experience Hub™, InMoment provides Voice of Customer (VoC), Social Reviews & Advocacy,
Voice of Employee (VoE), and Employee Engagement solutions, as well as strategic guidance, support, and
services to more than 350 brands in 95 countries. For more information, visit http://www.inmoment.com.
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