Chief Research and Product Officer at Forrester, Cliff Cordon, said: “If brands want to break away from the pack and become CX leaders, they must focus on emotion.”

Measuring the customer’s emotional journey is challenging but not impossible. There are a number of ways you can tackle this, the most popular place to start is by using Robert Plutchik’s ‘Wheel of Emotion’, but “no matter how you approach this, it is essential you start to track customer emotions” as they can provide a much deeper insight than a rating ever will.