Forrester's Customer Experience Index data shows that most firms have not yet fully integrated emotion into their CX initiatives. The CX Index scores are made up of two elements: customer experience quality and customer loyalty. However, when comparing the overall industry benchmark score with the average emotion score in each industry, it becomes clear that companies are struggling to connect emotionally with their customers. This gap between the emotional aspect of the customer experience and the overall CX initiatives is a common and troubling dynamic. Therefore, firms need to bake emotion into their analysis, design, and operationalization of experiences to evoke emotions that drive affinity and spend.
