Everyone agrees that customer experience matters, but few marketers can confidently prove how it creates value or where it moves the needle. Most organisations still lean heavily on NPS and other legacy metrics that were never designed to capture the emotional reality of modern experiences. Yet bonuses, budgets, and boardroom decisions still depend on them.
In this roundtable, we’ll unpack why experience measurement is broken and explore more effective, emotionally aware ways to understand what truly drives impact. Drawing on Spikes’ “Excitement Points” methodology and a database of over 750,000 datapoints, we’ll look at the small number of emotionally resonant interactions that create disproportionate value for brands, and why they are so often missed by standard KPIs.
This will be a practical, conversational session. We’ll share real-world challenges, compare approaches, and discuss concrete ways to embed emotion into experience strategies and measurement frameworks that marketers can actually use.