Emotional feedback refers to customer sentiments and specific emotions that provide insights and perspectives on your brand and products. A customer’s emotions as they engage with a brand can be manifold, but they play a critical role in their purchasing behavior. Emotions, as triggers, can both draw customers to your brand and deter them.
Gathering, analyzing, and understanding emotional feedback provides valuable insights into delivering a better experience. Here’s how you can utilize data gathered from your EVI® and other metrics to your advantage!
Evoke the Right Emotions and Get Customers to Spend More
Sounds surreal? We think not. Our studies show that evoking the right emotions increases the likelihood of a purchasing decision by 40% compared to when customers feel irritation and sadness.
The saying “great products will sell themselves” is not necessarily true. Today’s customers are not ready to forgive brands that don’t wear customer experience on their sleeves. Modern customers look for meaningful relationships, and this encapsulates how a brand can tap into their emotions and make them feel good. Leading brands like Dove have embraced concepts of diversity and body positivity to do exactly that. Did you know that Dove’s Real Beauty Campaign helped it gain a 10% increase in revenue within a year?
The EVI® survey helps you gather data about how your customers feel throughout the buying journey and understand the pitfalls they encounter. Identify touch points where a majority showcases negative emotions and rectify the barriers or improve the experience. The key is to streamline the journey, improve the touchpoints, and offer an appealing emotional experience.
Tie EVI® Score to Key Financial Indicators to Measure Impact
To ensure emotional feedback complements your business decisions and drives growth, it’s essential to quantify it. While metrics like CSAT, NPS, and Customer Sentiment Score gauge overall sentiment, EVI® takes a direct approach to measuring specific emotions and has proven to be more effective. These metrics can be correlated with key indicators such as basket size and conversion rate, offering actionable insights.
If EVI® is the main metric you use to gather emotional feedback – bravo! Our research shows that EVI® has a 3-4 times higher correlation to sales increase than any other Customer Experience KPI. That is to say, you can rely on the metric to give an accurate picture of how your customers perceive your brand emotionally.
A correlation between the emotional experience and financial metric can also signal a myriad of other factors about your customer behavior. For example, big basket sizes and high purchase value complemented by a positive EVI® score is an indication of customer happiness. They can lead to high retention and loyalty rates, and these clients can also be your brand advocates.
Utilize Predictive Analytics to Know Your Customer’s Next Move
Brands need to be proactive in their approach to customer experience to succeed in the market today because modern consumers expect personalized, seamless interactions and are quick to switch to competitors if their expectations aren’t met. Anticipating customer needs and addressing pain points before they arise fosters loyalty and sets brands apart in a crowded marketplace.
Emotional feedback, such as scores from the Emotional Value Index (EVI®), provides a more predictive measure of customer behavior than traditional metrics like NPS or general sentiment scores. By leveraging emotional feedback, you can predict your customers’ future behavior with greater confidence. For example, analyzing past EVI® scores alongside purchase-related data like basket size, cart abandonment rate, and website engagement reveals valuable insights into customer intentions and actions.
This approach not only helps you anticipate customer behavior with greater accuracy but also enables you to design more effective strategies to improve engagement and drive business growth.
Wanna Learn More About Customer Emotions? Check Out This Webinar Replay
In the webinar “How Stockmann Takes Action on Customer Emotions to Improve CX”, Feedbackly’s Evely Kaasiku discussed with Harri Nieminen, Head of CX and Insight at Stockmann, how they measure and use customers’ emotional experience data. Together, they looked into Stockmann’s customer journey and dived deep into how emotional data is measured and applied to enhance customer experience.