Exploring Cognitive Technology’s Value for Gathering Emotional Data

Change is happening—and fast

Previously, emotional data was hard to measure, but that's no longer the case. Getty Images

In June, Forrester revealed in its Customer Experience Index that satisfaction has fallen for a second year in a row, despite the fact that satisfaction is known as one of the biggest predictors of brand preference and differentiation. What’s missing? We’re not considering emotion and context, meaning we’re not thinking of customers as people.

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This story first appeared in the November 26, 2018, issue of Adweek magazine. Click here to subscribe.
@aliciahatch Alicia Hatch is CMO of Deloitte Digital and a member of the Adweek Advisory Board.