In what ways can companies go beyond traditional metrics like NPS and customer satisfaction scores to truly understand and measure the emotional connection customers have with their brand?

Companies can go beyond traditional metrics like NPS and customer satisfaction scores by implementing qualitative research methods such as in-depth interviews or focus groups to gain deeper insights into customer emotions. They can also leverage social listening tools to monitor online conversations and sentiment about their brand. Additionally, companies can use customer journey mapping to understand the emotional highs and lows customers experience throughout their interactions with the brand. Finally, implementing customer feedback mechanisms that allow customers to express their emotions in their own words can provide valuable insights into the emotional connection customers have with the brand.