Emotional Signature

Specialised Research Techniques
finding out Which emotions are you evoking in your customers

Our third book The DNA of Customer Experience: How Emotions Drive Value - was the culmination of more than 18 months of groundbreaking research in the USA and UK, in conjunction with Professor Voss of the London Business School. This led to the development of our unique and revolutionary new thought-leading methodology, Emotional Signature®

Emotional Signature ® analysis is able to identify how by evoking certain emotions and eliminating others, value can be created. For instance, it shows the links to Trust, Loyalty - Net Promoter Scores (NPS), Customer Satisfaction and other Attitudinal scores; as well as the emotional links to your brand values or more behavioural measures such as length of tenure or spend; all vital components to building a differentiated emotional experience.

If you run Customer Satisfaction surveys, you need to embed Emotional Signature® thinking and techniques otherwise you run the risk of using satisfaction as a measure only of the rational, conscious side of your experience. As this comprises only 50% of how your clients and customers actually relate to you, something which all your competitors will be aware of and measure, you should start to think how you can differentiate on the emotions and the subconscious.

Perhaps you are a public sector or charity organisation, in which case trust is an essential component of your experience. Like loyalty, trust is an emotional commitment, yet do you understand what drives those feelings of trust?