Customer Experience leaders who measure emotion can uncover key customer insights that can help create differentiated customer experiences. Social media listening, focus groups, text analysis and surveys provide effective ways to both measure customer emotions and drive improvement in the overall CX.

Key Findings

  • Measuring emotion lends deeper insight into customers’ experiences than conventional CX metrics. While conventional CX metrics like Net Promoter Score (NPS) or customer satisfaction (CSAT) measure general belief, sentiment or future behavior, measuring customer emotions gives more specific, qualitative insight into why customers think and act the way they do.

  • CX leaders can measure emotion through various methods. To measure customer emotions, CX leaders can use sentiment analysis, customer surveys, focus groups, as well as a set of emerging technologies.


To better understand customer needs through measuring emotion, CX leaders should:

  • Evaluate your VoC or survey vendor. If they lack the ability to offer reliable text or sentiment analytics, consider human or automated methods for understanding customer verbatims. Additionally, if your survey platform offers strong capabilities, evaluate your surveys to ensure that you capture the right open-ended responses.
  • Conduct focus groups or in-depth interviews for key experiences: Identify key priority experiences or moments of truth, and use focus groups or in-depth interviews to gain a deeper understanding of which components of that experience invoke key emotional experiences and why.
  • Focus less on scores, and more on the emotional drivers that affect them: Reporting changes in CSAT and NPS is necessary, but effective CX leaders will use sentiment analysis to evaluate what customer feelings drive the score up or down.

CX leaders are always searching for different ways to get a more holistic view of their customers. Measuring customer emotions, in combination with traditional CX metrics (e.g., NPS, CSAT, customer effort), is key to gaining a deep understanding of customers’ experience, driving customer loyalty and creating truly differentiated customer experiences.