Emotion analytics: The X factor in CX?

Why switched on brands are turning to emotion analytics, fine-tuned by the power of AI and machine learning, to dig deeper into their customers’ emotional responses

“Focus on your customers”, Warren Buffet reportedly said. Savvy marketers take note: The renowned investor’s advice is borne out by the latest CX research from Forrester. According to the analyst firm’s 2018 Australian Customer Experience Index, emotion has a bigger impact on brand loyalty than ease or effectiveness and is the critical piece in becoming a standout CX leader.

Enter emotion tracking. Broadly speaking, emotion analytics is about recording how people communicate both verbally and non-verbally in order to gain insight into how a brand’s customers respond to offerings and interactions. It’s about applying analysis to unearth richer understanding than what can be gleaned from impersonal data analytics.

“Emotion and sentiment analysis is used to modify the messaging, tone and language used in campaign materials and advertising to more effectively resonate with specific target customers,” Accenture Applied Intelligence Lead for Australia, Amit Bansal, explains.

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