ESTABLISH STRONGER CONNECTIONS with the people you serve.
Experience metrics alone often fall short of guiding next steps. Placing customer empathy at the center ensures needs are understood throughout the journey, enabling experiences that drive stronger connections.
Burke’s Gravity Points framework helps determine the empathetic moments that shape the overall customer experience:
1
2
3
4
1
EMOTIONAL MASS
Current + ideal emotional responses
2
EXPECTATION
Frictionless vs. immersive
3
DESIRED BENEFIT
Pain relieving vs. gain creating
4
CONTEXT
Informed by all that came before
ESTABLISH STRONGER CONNECTIONS with the people you serve.
Experience metrics alone often fall short of guiding next steps. Placing customer empathy at the center ensures needs are understood throughout the journey, enabling experiences that drive stronger connections.
Burke’s Gravity Points framework helps determine the empathetic moments that shape the overall customer experience:
1
2
3
4
1
EMOTIONAL MASS
Current + Ideal emotional responses
2
EXPECTATION
Frictionless vs. immersive
3
DESIRED BENEFIT
Pain relieving vs. gain creating
4
CONTEXT
Informed by all that came before
Gravity Points identifies the moments that matter most and what customers want in those moments, helping to build more customer-centric experiences.
Gravity Points strengthens your CX strategy and is built to inform and evolve with your ever-expanding customer experience insight system:
Exploration
Consulting
Use current data to align teams to journeys and Gravity Points
Validation
Quantitative
Add confidence with data driven strategies to validate Gravity Points
Depth
Qualitative
Gain a deeper customer perspective on high priority Gravity Points
SEE GRAVITY POINTS IN ACTION
Link to: BOLSTERING RETAIL PARTNERSHIPS THROUGH SHOPPER JOURNEY UNDERSTANDING
CASE STUDY
