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
Fast, Focused Solutions to Strengthen Your CX Strategy
Gravity Points Snapshot
is a process turning your fragmented CX data into a clear, empathy-led view of the core customer journey highlighting the moments that matter most through the empathy lens of Gravity Points.
Using the Gravity Points framework, we unify and analyze fragmented data with a blend of AI scale and human judgment to map your core journey. Where needed, we fill gaps with AI-enabled qualitative to bring deeper empathy into focus.
You get a clear, visual journey that aligns stakeholders, highlights priority moments, and delivers deeper, human-centered insight into the experience.
Emotional Gravity
is an empathy insights layer that sits alongside your CX tracking, bringing human context and emotional depth continuously to the moments that matter most.
It works as an empathy layer alongside your existing tracking—using targeted, AI-enabled qualitative modules to capture real customer voice around key moments like pain points, delighters, and opportunities. These inputs are synthesized into clear insights that reveal not just what’s happening, but how customers feel and why it matters.
The result is a flexible, easy-to-use stream of qualitative insight—point-in-time or always on—delivered through clear summaries and Gravity Points-connected outputs that teams can quickly access, share, and act on.
Segment Live
is an AI-powered deliverable that transforms your segmentation into dynamic, conversational personas teams can interact with to explore key learning from the research about needs, motivations, and behaviors.
Built from your existing research, Segment Live creates dynamic, conversational personas grounded in real data. Teams can ask questions, probe deeper, and engage with segments in real time through text and video—bringing insights closer to how decisions actually get made.
The result is a set of interactive AI personas that make segmentation easier to access, explore, and activate—helping teams connect more directly to consumer needs.
SEE GRAVITY POINTS IN ACTION
Link to: BOLSTERING RETAIL PARTNERSHIPS THROUGH SHOPPER JOURNEY UNDERSTANDING
CASE STUDY
BOLSTERING RETAIL PARTNERSHIPS THROUGH SHOPPER JOURNEY UNDERSTANDING
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Frequently Asked Questions About CX
What are Gravity Points in customer experience?
Gravity Points are the empathetic moments that have the greatest influence on how customers perceive an experience. Burke’s Gravity Points framework helps organizations identify the moments that matter most and understand what customers need emotionally and functionally during those interactions.
Why are empathetic moments important in customer experience?
Empathetic moments shape how customers feel about a brand throughout their journey. When organizations understand and improve these high-impact moments, they can strengthen emotional connection, increase loyalty, and create more customer-centered experiences.
What is customer experience (CX)?
Customer experience (CX) refers to how customers perceive every interaction they have with a brand across the customer journey. It includes emotional, digital, service, and brand interactions that influence satisfaction, loyalty, and long-term relationships.
How does Burke’s Gravity Points framework improve CX strategy?
Burke’s Gravity Points framework helps organizations identify the moments that matter most within the customer journey and understand what customers want in those moments. These insights help teams prioritize improvements, align experiences, and build stronger customer relationships.
What is customer journey mapping?
Customer journey mapping is the process of understanding how customers interact with a brand across touchpoints over time. Journey mapping helps organizations identify friction points, unmet needs, emotional drivers, and opportunities to improve experiences.
