Why emotional engagement is key to good comms management
Why TSB Bank puts emotional engagement front and center when optimizing customer experiences
A customer's perception of their experience is ultimately dependent on how emotionally engaged they are, as most customers judge experiences by how they make them feel rather than by the objective effort applied by CX teams.
However, this represents a significant challenge for CX teams, as experiences must be designed around emotional sentiment which can be extremely difficult to pinpoint.
Muss Haq, strategic insights manager at TSB Bank, spoke at All Access: Customer Communications Management about how CX and customer communications teams can bring emotional engagement front and center to optimize the overall customer experience.
In his session, Haq detailed why it is important to begin any CX effort by defining customers’ current experiences. He also discussed what exactly emotional engagement is and why it is so important to keep customers in mind from the outset and throughout the lifecycle of any CX initiative.
Click here to read more about the key takeaways from Access: Customer Communications Management
