Technological developments have allowed us to gain greater insight into what a good (and bad) customer experience actually looks like.
The integration of technologies, such as eye tracking and EEG, mean that we are now able to track where a person is looking and map this information directly onto what type of emotion that they are experiencing, all in real time. And this is pretty powerful data if you want to gauge what kind of customer experience you are giving your customers.
Recently at Foviance we have been conducting more emotional engagement research. The aim of this was to evaluate the impact of different email designs on users and try to understand if one design provided a better experience and ultimately was more likely to lead to conversion. The results provided a level of granularity on the customer experience that previously eluded us. Prior to emotional engagement research User Experience (UX) practitioners relied on anecdotal user feedback, observation and sometimes questionnaire data, which provided good insight into the types of experiences that customers were being afforded.
However, these techniques are somewhat limiting when you want to gain a real understanding of the extent to which a user is excited or frustrated by something. Emotional engagement research provides this extra level of understanding. With this current research we were able to pinpoint aspects of the emails that users spent time looking at, gave positive feedback on verbally and elicited high levels of excitement in the electroencephalography (EEG) data, helping our client identify what content should be included in emails; conversely we were also able to identify which aspects caused the most frustration and needed to be removed as they more likely to cause abandonment than conversion.
So what does this mean for you? And why should you bother with emotional engagement research? Well…there are a multitude of reasons for conducting emotional engagement research, here are a few:
- It will provide you with greater insight into the types of experience your company/brand is offering your customers
- Greater understanding of this experience will allow you to improve it and help design the best possible experience
- Having this insight will give you the edge of the competition who most likely will not be utilising this emerging technology
- Better customer experiences equate to happier customers, who are more likely to promote your brand, and ultimately increased conversion
Find out more about this evolution in customer experience by contacting Foviance.
If you would like to find out more about how Emotional Engagement Measurement™ could help you and your brand understand your customers better please contact Sven Krause on 0845 546 500 or email us.
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