Maru Rolls Out 'Emotion in CX' Approach

Customer experience (CX) and insights software and advisory services company Maru Group has launched an approach called Emotion in CX, to understand the relationship between how customers feel, think and behave and their reaction and response to an experience.

Maru and its operating companies - Maru/Matchbox, Maru/Blue and Maru/HUB - combine expertise in System 1 (fast, instinctive and emotional) and System 2 (slower, more deliberative and more logical) thinking, in order to deliver a 'holistic understanding' of consumer decision-making. The firm's new Emotion in CX solution is powered by the HUB, which uses a proprietary visual semiotics technique to passively collect the emotions suggested at any touchpoint in the customer experience journey, and identify what Maru calls the 'Emotional Signature' (ES).

Maru claims that by comparing the ES profile differences between those who have a 'great experience' against those who have an 'average' or 'poor experience', or against the current ES to the 'ideal experience' or to ES 'best-in-class' competitors, it is possible to uncover insight that can not be obtained through traditional System 2 CX approaches.

Steve Brockway (pictured), Chief Research Officer, Maru/Matchbox UK, explains: 'Our research reveals previously hidden insights around the feelings and emotions that drive promoter experiences which people either can't or won't say in traditional questions, revealing new areas of improvement beyond rational product, price, and range attributes. The outputs are described in rich emotional terms, along with supporting verbatim, which is a more human and intuitive way of guiding how to interact with customers and deliver or communicate service propositions.'

Web site: www.marugroup.net .