Observed Signal · Dec 1, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Psychology and Science Behind Modern Customer Experience
This article explores how psychology and science inform modern customer experience (CX). It cites research showing emotional connections drive loyalty: a 2015 Harvard Business Review report found a correlation between emotional motivators and consumer behavior, while a 2017 Capgemini study found 81% of emotionally connected customers promote brands and 70% spend twice as much. A 2018 Cone/Porter Novelli study showed 79% of Americans are more loyal to purpose-driven brands. Experts like Claudia Gorelick (VSA Partners) discuss the importance of emotional drivers, while Mohannad Ali (Hotjar) links personalization to the halo effect. The article also covers generational differences, biometric testing for emotional reactions, and best practices like behavioral activations from Ignacio Segovia (Altimetrik). The piece emphasizes that understanding emotional connections is critical for brand success.
Provides insights into the psychology of customer experience, relevant for marketers and CX professionals but not industry-shifting.
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Key Takeaways & Evidence Grounding
- A 2015 Harvard Business Review report showed a direct correlation between emotional motivators and consumer behavior.
- A 2017 Capgemini report found that 81% of emotionally connected customers promote a brand, and 70% spend twice as much.
- A 2018 Cone/Porter Novelli study found 79% of Americans are more loyal to purpose-driven brands.
- A 2019 Motista survey reported that customers with an emotional relationship have three times higher lifetime value and are 71% more likely to recommend.
- Experts suggest using biometric technologies like Galvanic skin response to test emotional reactions.
Connected Companies & Entities
6 Entities mapped“Customer experience analytics platform provider; CEO Mohannad Ali quoted....”
“Consultancy; cited for a 2017 report on emotional engagement....”
“Mentioned as an example of emotional branding via Instagram....”
“Mentioned as an example of selling a mood....”
“Mentioned as an example of emotional connection driving premium pricing....”
“Mentioned as an example of emotional response driving customer affinity....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
JPMorganChase Reaches Women's Sports Fans Via Togethxr
JPMorganChase is leveraging media and commerce company Togethxr to engage women's sports fans without official league sponsorships. At events like the Women's Final Four and WNBA All-Star Weekend, Chase activates through pop-up shops, podcasts, and cardholder perks. The bank found only 5-6% overlap between WNBA and NBA card transactions, indicating a distinct audience that is younger and more affluent. Togethxr, founded by athletes Alex Morgan, Sue Bird, Chloe Kim, and Simone Manuel, operates near major events without being a sanctioned partner. This partnership provides brands without league rights a way to reach dedicated fans. The women's elite sports market is projected to reach $3 billion in 2026, driving media companies to offer alternative access points. Chase's strategy focuses on acquiring a new customer base beyond its existing men's sports sponsorships.
Participation Era: Brands as Experience Enablers on Roblox
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CX Gap Persists After 20 Years Despite Billions Invested
Despite decades of investment in customer experience (CX) programs, a persistent disconnect remains between how companies perceive their CX and how customers actually experience it. Bain & Company's 2005 study found 80% of executives believed they delivered superior CX, while only 8% of customers agreed. Subsequent research by Capgemini (2017) and SAP (2026) shows similar gaps. The article argues that this 'delivery gap' is not a technology problem, but an accountability and culture issue. Root causes include measuring what's easy to report rather than actual experience, decorative feedback loops, and employee experience being deprioritized. As AI-driven CX investment surges, the author warns that automation without cultural and accountability fixes will merely scale the existing disconnect.
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