The Five Forces of Customer Experience – The science of strong relationships

In Ipsos’ latest CX-focused white paper based on ground-breaking research, Chief Research Officer, Jean-Francois Damais, reveals the five building blocks of an emotional customer-company connection and how they vary in importance by sector.

Five forces of customer experience (CX) | IpsosCustomers make decisions about brands that directly impact the bottom line: share of spend, retention and advocacy are all crucial outcomes that you need to enhance to deliver a ‘Return on CX Investment’ (ROCXI). Beyond the commonly-cited functional elements of Customer Experience, emotional attachment is key to driving customers’ brand choice and therefore an organisation’s financial performance.

So, while functional performance is obviously key to meeting customers’ basic needs and preventing dissatisfaction, these elements alone are not enough to drive meaningful customer-company interactions.

Based on original research spanning nine sectors and analysis of more than 9,000 customer evaluations, Ipsos’ latest white paper examines the five building blocks of an emotional customer-company connection and how they vary in importance by sector. The ‘Five Forces of Customer Experience’ is a universal framework grounded in behavioural science. The framework can help organisations shape experiences which fulfil customers’ fundamental needs and create long-lasting and profitable relationships.

The five forces of CX: Fair treatment | certainty | empowerment | recognition | shared values

Download this paper to learn how to engage your customers, forge stronger emotional relationships, and deliver customer experiences that drive a true return and provide a lasting competitive advantage.