Why HX?


It's simple.

We are all humans: customers and employees, patients and doctors, consumers and shoppers, students and teachers. Why use a difference lens to measure our experience - Customer Experience (CX), Employee Experience (EX), People Analytics, Patient Experience? It's all about humans, so let's call it "the human experience" (HX). Welcome to Heartbeat HX™


Making the irrational, predictable.

We understand that becoming truly human centric might require a seismic shift in your organization’s purposes and outcomes. Heartbeat AI is part of the migration from where you are to where you want to be.

We want to take you on a journey to understand your people and to connect their emotions with their behavior.

Lean into emotions that matter to attract and retain your people.


Why measure emotions?


1. Emotions drive loyalty

How an experience makes customers feel has a bigger influence on their loyalty than effectiveness or ease of use.
— US Customer Experience Index, Forrester, 2017

Emotion holds the key to achieving CX leadership. Forrester showed that elite brands provided an average of 17 emotionally positive experiences for each negative experience. The lowest-performing brands provided only two emotionally positive experiences for each negative experience.

Telecom companies have some of the lowest customer satisfaction scores of all industries. To understand and improve satisfaction - and ultimately customer loyalty - some of the leading telecom companies use Heartbeat to analyze open-ended survey responses on on-going basis. They set benchmarks by emotion, not just by NPS, and build actionable strategies to address customer frustration, resentment, criticism or anxiety.


2. Emotions drive decisions

By implementing an emotional-connection-based strategy across the entire customer experience — including how it communicates with customers and attracts prospects – this retailer has increased its percentage of emotionally connected customers from 21% to 26%, reduced its customer attrition rate from 37% to 33%, and increased customer advocacy from 24% to 30%, resulting in a 15% increase in the number of active customers and more than a 50% increase in the rate of same-store-sales growth.
— Harvard Business Review, An Emotional Connection Matters More Than Customer Satisfaction, 2016

Emotions are an important part of how we make decisions. If you are measuring customer satisfaction (like Net Promoter Score or CSAT), but not measuring your customer emotions, you can't fully understand the "why" behind their decisions. This case study shows how love, joy and trust drive high satisfactions scores for US banks.


3. Emotions explain & predict behaviour

First, firms will use AI-powered algorithms to predict transactional CX scores. And where we still need to ask customers to reflect on experiences, AI will enable conversational feedback at scale. Second, advances in AI-enabled emotion analysis enable firms to understand how customers feel. This will replace metrics like NPS. Third, AI tools help surface unknown issues or nudge employees for real-time interventions. This will finally create a tight data-to insight-to-action loop.
— Maxie Schmidt, Forrester

Unlike basic sentiment analysis, Heartbeat fine-grained emotion tools are shown to improve predictive models such as prediction of churn, advocacy, brand equity, purchase intent, and even political elections. We utilize multiple data sources - survey open-ends, social media, customer reviews, call center transcripts - to build accurate predictive models that connect with key business outcomes.

Please book a demo & discovery session with Dennis.