Customer Experience: It's getting emotional

What was the last brand interaction you told your friends about? Was is a good experience or were you warning them to avoid a brand at all costs?

Whether positive or negative, memorable experiences are what gets talked about. Average experiences that might meet, but don’t exceed our expectations, are not those we rush out to share with others. A certain level of service and satisfaction with a brand might mean we don’t seek out the competition, but won’t turn us into great advocates either.

Customer Experience (CX) continues to increase in importance as a means to not only attract, but more importantly, to retain and grow your customer base. It has become a key differentiator. However, it seems relatively easy to think of poor experiences that have made the headlines, but more challenging to recall positive ones.

“72% of businesses say that improving the customer experience is their top priority.”Forrester


Understanding both ends of the spectrum is important, not just how to avoid a viral PR nightmare (the videos of United Airlines passenger being forcibly removed from the plane springs to mind), but learning what small tweaks to an experience can be made, to turn a great experience into an outstanding one.

Creating memorable experiences

As consumers we crave experiences. We want to know and connect with a brand’s story. It’s why so many people choose to follow the brands they love on social media, giving them the opportunity to engage and interact with those brands, going beyond a basic financial transaction. We care about the provenance of brands.

The experience we have with a brand is the execution of their brand promise. The brand promise is what we have bought into. Rational elements such as price and product obviously still have a vital part to play, but emotions are key in the decision-making process. When we emotionally connect, a memorable experience is created.

"70% of buying experiences are based on how the customer feels they are being treated."McKinsey


We reveal our emotions in many ways, what we say is only a small piece of the puzzle. The way in which we say something carries great meaning. The words ‘I’m fine’ on the surface could seem quite positive, but the tone in which they are said can reveal a whole different story. Our facial expressions are also very revealing when it comes to showing our emotions.

If we are able to capture and analyze this information, we get a more complete picture of how someone is actually feeling.

The power of video

As we have seen from when things go wrong and then go viral – video is powerful. Video allows you to see and feel the emotions people go through like no other medium. This makes video a great way to engage employees at every level of the organisation, all the way from the board to frontline staff. Putting real customers centre stage, making their issues hard to ignore, driving action and changing culture.

However, you don’t need to wait for videos to go viral. Video can be an integral part of your CX program, providing a constant stream of customer stories. We know that emotion is important, but many trackers still rely on rational ratings and scores to determine success. Video can change that. Video is not just for storytelling, it is also an immersive and engaging way to gain deeper insights on the Customer Experience from real consumers, with the technology and tools to analyze content efficiently.

You can use video within CX programs to understand experiences in a controlled way. Uncover areas for improvement such as frontline staff training or adjustments to policies and procedures. Video can also reveal how small gestures can make all the difference and deliver that emotional connection that consumers are craving.

Be with your customers in the moment

The advancement of mobile devices and cameras mean that everyone can film themselves, at any time, where ever they are. It’s easier than ever to capture experiences as they happen. Video can capture not only what people think through what they say, but how they feel through their tone of voice and facial expressions.

Video content can be analyzed in a variety of ways, from sentiment in the spoken word through to object and facial recognition, revealing new and unique insight. Get closer to the emotion reaction and connection you have with your consumers.

Using video in research is not new. However, advancements in technology are making it much easier to work with. APIs make it easy to insert video questions into your existing CX programs to offer the option of video feedback to all or a selection of consumers, giving you richer feedback within the same timeframe. Video content can be analyzed alongside other data such as responses to survey questions. Qualitative video can now be used on a quantitative scale.

  • Gain a deeper understanding of the Customer Experience and add context to NPS, going beyond scores to unlock the ‘why’ behind behaviours. Video responses provide 6x more information than the equivalent free text question
  • Understand how customers really FEEL about their experience alongside their rational rating
  • Hear from consumers in their own words, what makes or breaks an experience
  • Share customer stories and bring issues to life with video, to engage stakeholders and drive change

Video is the ideal way to get closer to your customers. It enables you to see and share experiences from their perspective. Put your customers centre stage with video.

For further information contact us.

Find out further information about adding video to quantitative surveys in our blog:

6 compelling reasons you should be using video questions in surveys

Enrich your surveys with video: Top tips for success