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www.beyondphilosophy.com
Seven key questions
critical to improving your
Customer Experience
Colin Shaw
Founder & CEO,
Beyond Philosophy
@ColinShaw_CX
beyondphilosophy.com
Who are Beyond Philosophy?
2
We work globally with offices in
London and North America;
with partners in Africa & Asia.
Customer Experience is
all we do!
Customer Experience is
all we do.. Since 2002!
Thought leadership is our
differentiator
Evidence based consulting
& training
We focus on the emotional
side of customer experience
‘Emotional Customer
Experiences’
– a practical guide 2014
beyondphilosophy.com
Organizations we have worked with…
© Beyond Philosophy. 2001-2014 All rights reserved 3
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved
Rational and Conscious
Emotional and Subconscious
4
beyondphilosophy.com 5© Beyond Philosophy. 2001-2014 All rights reserved
beyondphilosophy.com 6© Beyond Philosophy. 2001-2014 All rights reserved
We act.We ‘see’
things
95%
subconscious
Experience
Psychology
Maslow,
Cognitive
Dissonance etc
We feel
emotions
Cared for
Trust
Frustrated
beyondphilosophy.com
•  Increases shipping volume. “Maersk
correlated a 4 point increase in Net Promoter
Scores with a 1% increase in additional
volume shipped by customers”.
•  Training improves Net Promoter Scores in
local regions. “Maersk gave regional
divisions the option of putting regional
customer experience councils in place. The
55 regions that have set up local councils also
received a three-day training course in
customer experience improvement methods.
The firm then did a study comparing regions
with and without a council. The result:
participating local offices score 10 points
higher on their NPS than those offices that
opted out”.
NPS from -10 to +30
7© Beyond Philosophy. 2001-2014 All rights reserved
beyondphilosophy.com
Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
4.  What do your Customers really want and
what drives & destroys value?
5.  Who are your Customers?
6.  Is your Customer Experience deliberate?
7.  How Customer centric is your organization?
© Beyond Philosophy. 2001-2014 All rights reserved 8
9
Maersk Line Customer Experience Statement
- our goal for every customer experience
Trust
Be honest, set realistic expectations, follow-up on your commitments
Cared For
Know your customer, be proactive, be adaptable
Pleased
Take ownership, show enthusiasm, do a little bit extra
beyondphilosophy.com
Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
© Beyond Philosophy. 2001-2014 All rights reserved 10
beyondphilosophy.com
The dimensions of the Emotional Signature®
database
•  Database started in 2005
•  B2B & B2C
•  50,000 people have undertaken the
surveys
•  A total of 4,500,000 survey questions have
been answered
•  1,250,000 answers are based on ‘What a
Customer wants’
•  1,000,000 answers are based on what
Customer feels i.e.: emotions, Trust, cared
for, valued
•  Looks over 1,500 attributes/touch points
•  Over 100 industries
•  In 40 countries
•  We know of the top attributes that drive
value…
World's largest database on Customer emotions & value
11
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 12
beyondphilosophy.com
Emotional profile - the level of emotional engagement
© Beyond Philosophy. 2001-2014 All rights reserved 13
beyondphilosophy.com
Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
© Beyond Philosophy. 2001-2014 All rights reserved 14
beyondphilosophy.com
Sometimes we don’t know about the things that influence
us, we just subconsciously perceive them…
© Beyond Philosophy. 2001-2014 All rights reserved
I am acting in a certain way, but not sure why…..
5:1
15
beyondphilosophy.com
Subconscious signals effect our behaviour and we
don’t know why…
" Attributes of the brand
"   Speed
"   Power
"   Aggressiveness
"   Risk-taking
Professors S. Adam Brasel and
James Gips of the Boston College
Carroll School of Management
© Beyond Philosophy. 2001-2014 All rights reserved 16
beyondphilosophy.com 17© Beyond Philosophy. 2001-2014 All rights reserved
Should
Will
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 18
beyondphilosophy.com 19© Beyond Philosophy. 2001-2014 All rights reserved
beyondphilosophy.com
Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
4.  What do your Customers really want and
what drives & destroys value?
© Beyond Philosophy. 2001-2014 All rights reserved 20
beyondphilosophy.com
Forrester predicts 2013 is the year of Customer
emotions and our Emotional Signature
Beyond Philosophy © All rights reserved. 2001-2013
Emotional insights will take center stage.
Over the past several months, we’ve seen a rise in
the number of companies pondering the
connection between enjoyment and metrics like
satisfaction and Net Promoter Score (NPS).
As firms start to emphasize customer emotion in
2013, we expect to see more vendors developing
offerings like Beyond Philosophy’s Emotional
Signature, which examines the rational,
subconscious, and emotional elements of an
experience.
SOURCE http://
blogs.forrester.com/
kerry_bodine/
13-01-04-
forresters_2013_custo
mer_experience_predi
ctions
beyondphilosophy.com
© Beyond Philosophy. 2001-2014 All rights reserved
22
beyondphilosophy.com
What customers
say they desire
What drives
business value
© Beyond Philosophy. 2001-2014 All rights reserved
23
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 24
beyondphilosophy.com
Priority Order of the Attributes (Combined desirability and
current value) – Premium Consumers
TopTen
Relative Magnitude0 +-
Desired by Customer Effect on Value
© Beyond Philosophy. 2001-2014 All rights reserved 25
beyondphilosophy.com
Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
4.  What do your Customers really want and
what drives & destroys value?
5.  Who are your Customers?
© Beyond Philosophy. 2001-2014 All rights reserved 26
beyondphilosophy.com
Nostalgic Barometer
q  The shopping experience for the Nostalgic is the latest reminder of a
past of security and comfort of the ‘good old days,’ when items were
always made right and people were always considerate.
27
1 2 3
Neutral
Positive
Negative
Rating
Steps 4 5 6 7 8 9 12 13 14 15 16
Entrance
Orientation
Basketpick-up
Wheretogo
Browsing
Merchandising
Productselection
Entertainment
Orientationinstore
UseofStaff
Engagementw/staff
Queue
POSStaff
Exit
10 11
Staffresponse
Othersinteraction
Anxiety
Anxiety
beyondphilosophy.com
Key Strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
4.  What do your Customers really want and
what drives & destroys value?
5.  Who are your Customers?
6.  Is your Customer Experience deliberate?
© Beyond Philosophy. 2001-2014 All rights reserved 28
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved
Why do we
design rational
experiences
when people are
irrational?
29
beyondphilosophy.com 305
beyondphilosophy.com
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 32
beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 33
beyondphilosophy.com
Anticipating my needs?
© Beyond Philosophy. 2001-2014 All rights reserved 34
beyondphilosophy.com
?
© Beyond Philosophy. 2001-2014 All rights reserved 35
beyondphilosophy.com
A Human journey…Health Insurance
36© Beyond Philosophy. 2001-2014 All rights reserved
RationalEmotionalSubconscious
Experience
Psychology
X
Legal
Documents
Confusing
offers
Getting
Auth’ztion
Billing
Complexity
Renewal
notice
Confirmation
Bias
Asymmetric
Dominance
Cognitive
Dissonance
Prospect
Theory
Peak
End
Rule
Welcome
Call
message
Maslow
Self
Esteem
Customer
deals
with agent
Purchase
policy
Receive
Contact
Auth’ztion
for
treatment
Billing
EOB’s
Benefit
statement
Renewal
Notice
Stressed
Pleased
Irritated
Frustrated Dissatisfied Neglected
beyondphilosophy.com 37Beyond Philosophy © All rights reserved. 2001-2009
beyondphilosophy.com 38© Beyond Philosophy. 2001-2010
All rights reserved
beyondphilosophy.com
Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
4.  What do your Customers really want and
what drives & destroys value?
5.  Who are your Customers?
6.  Is your Customer Experience deliberate?
7.  How Customer centric is your organization?
© Beyond Philosophy. 2001-2014 All rights reserved 39
beyondphilosophy.com
" Questions
40© Beyond Philosophy. 2001-2014 All rights reserved
beyondphilosophy.com
Live web
based
training…
" Foundation Customer Experience
Management Certification Course - $1,850
"   Starting 22nd Sept - 3rd Nov
"   Discount Code - WEBINAR200 - $200 Off
" Customer Experience Measurement - $499
"   5th Nov - 19th Nov
"   Discount Code - WEBINAR25 - $25 Off
" Employee Engagement Course - $599
"   9th Sept - 30th Sept
"   Discount Code - WEBINAR50 - $50 Off
41© Beyond Philosophy. 2001-2014 All rights reserved

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7 Critical Questions to Improve Your Customer Experience

  • 1. www.beyondphilosophy.com Seven key questions critical to improving your Customer Experience Colin Shaw Founder & CEO, Beyond Philosophy @ColinShaw_CX
  • 2. beyondphilosophy.com Who are Beyond Philosophy? 2 We work globally with offices in London and North America; with partners in Africa & Asia. Customer Experience is all we do! Customer Experience is all we do.. Since 2002! Thought leadership is our differentiator Evidence based consulting & training We focus on the emotional side of customer experience ‘Emotional Customer Experiences’ – a practical guide 2014
  • 3. beyondphilosophy.com Organizations we have worked with… © Beyond Philosophy. 2001-2014 All rights reserved 3
  • 4. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved Rational and Conscious Emotional and Subconscious 4
  • 5. beyondphilosophy.com 5© Beyond Philosophy. 2001-2014 All rights reserved
  • 6. beyondphilosophy.com 6© Beyond Philosophy. 2001-2014 All rights reserved We act.We ‘see’ things 95% subconscious Experience Psychology Maslow, Cognitive Dissonance etc We feel emotions Cared for Trust Frustrated
  • 7. beyondphilosophy.com •  Increases shipping volume. “Maersk correlated a 4 point increase in Net Promoter Scores with a 1% increase in additional volume shipped by customers”. •  Training improves Net Promoter Scores in local regions. “Maersk gave regional divisions the option of putting regional customer experience councils in place. The 55 regions that have set up local councils also received a three-day training course in customer experience improvement methods. The firm then did a study comparing regions with and without a council. The result: participating local offices score 10 points higher on their NPS than those offices that opted out”. NPS from -10 to +30 7© Beyond Philosophy. 2001-2014 All rights reserved
  • 8. beyondphilosophy.com Key strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? 3.  What is your subconscious experience? 4.  What do your Customers really want and what drives & destroys value? 5.  Who are your Customers? 6.  Is your Customer Experience deliberate? 7.  How Customer centric is your organization? © Beyond Philosophy. 2001-2014 All rights reserved 8
  • 9. 9 Maersk Line Customer Experience Statement - our goal for every customer experience Trust Be honest, set realistic expectations, follow-up on your commitments Cared For Know your customer, be proactive, be adaptable Pleased Take ownership, show enthusiasm, do a little bit extra
  • 10. beyondphilosophy.com Key strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? © Beyond Philosophy. 2001-2014 All rights reserved 10
  • 11. beyondphilosophy.com The dimensions of the Emotional Signature® database •  Database started in 2005 •  B2B & B2C •  50,000 people have undertaken the surveys •  A total of 4,500,000 survey questions have been answered •  1,250,000 answers are based on ‘What a Customer wants’ •  1,000,000 answers are based on what Customer feels i.e.: emotions, Trust, cared for, valued •  Looks over 1,500 attributes/touch points •  Over 100 industries •  In 40 countries •  We know of the top attributes that drive value… World's largest database on Customer emotions & value 11
  • 12. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 12
  • 13. beyondphilosophy.com Emotional profile - the level of emotional engagement © Beyond Philosophy. 2001-2014 All rights reserved 13
  • 14. beyondphilosophy.com Key strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? 3.  What is your subconscious experience? © Beyond Philosophy. 2001-2014 All rights reserved 14
  • 15. beyondphilosophy.com Sometimes we don’t know about the things that influence us, we just subconsciously perceive them… © Beyond Philosophy. 2001-2014 All rights reserved I am acting in a certain way, but not sure why….. 5:1 15
  • 16. beyondphilosophy.com Subconscious signals effect our behaviour and we don’t know why… " Attributes of the brand "   Speed "   Power "   Aggressiveness "   Risk-taking Professors S. Adam Brasel and James Gips of the Boston College Carroll School of Management © Beyond Philosophy. 2001-2014 All rights reserved 16
  • 17. beyondphilosophy.com 17© Beyond Philosophy. 2001-2014 All rights reserved Should Will
  • 18. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 18
  • 19. beyondphilosophy.com 19© Beyond Philosophy. 2001-2014 All rights reserved
  • 20. beyondphilosophy.com Key strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? 3.  What is your subconscious experience? 4.  What do your Customers really want and what drives & destroys value? © Beyond Philosophy. 2001-2014 All rights reserved 20
  • 21. beyondphilosophy.com Forrester predicts 2013 is the year of Customer emotions and our Emotional Signature Beyond Philosophy © All rights reserved. 2001-2013 Emotional insights will take center stage. Over the past several months, we’ve seen a rise in the number of companies pondering the connection between enjoyment and metrics like satisfaction and Net Promoter Score (NPS). As firms start to emphasize customer emotion in 2013, we expect to see more vendors developing offerings like Beyond Philosophy’s Emotional Signature, which examines the rational, subconscious, and emotional elements of an experience. SOURCE http:// blogs.forrester.com/ kerry_bodine/ 13-01-04- forresters_2013_custo mer_experience_predi ctions
  • 22. beyondphilosophy.com © Beyond Philosophy. 2001-2014 All rights reserved 22
  • 23. beyondphilosophy.com What customers say they desire What drives business value © Beyond Philosophy. 2001-2014 All rights reserved 23
  • 24. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 24
  • 25. beyondphilosophy.com Priority Order of the Attributes (Combined desirability and current value) – Premium Consumers TopTen Relative Magnitude0 +- Desired by Customer Effect on Value © Beyond Philosophy. 2001-2014 All rights reserved 25
  • 26. beyondphilosophy.com Key strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? 3.  What is your subconscious experience? 4.  What do your Customers really want and what drives & destroys value? 5.  Who are your Customers? © Beyond Philosophy. 2001-2014 All rights reserved 26
  • 27. beyondphilosophy.com Nostalgic Barometer q  The shopping experience for the Nostalgic is the latest reminder of a past of security and comfort of the ‘good old days,’ when items were always made right and people were always considerate. 27 1 2 3 Neutral Positive Negative Rating Steps 4 5 6 7 8 9 12 13 14 15 16 Entrance Orientation Basketpick-up Wheretogo Browsing Merchandising Productselection Entertainment Orientationinstore UseofStaff Engagementw/staff Queue POSStaff Exit 10 11 Staffresponse Othersinteraction Anxiety Anxiety
  • 28. beyondphilosophy.com Key Strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? 3.  What is your subconscious experience? 4.  What do your Customers really want and what drives & destroys value? 5.  Who are your Customers? 6.  Is your Customer Experience deliberate? © Beyond Philosophy. 2001-2014 All rights reserved 28
  • 29. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved Why do we design rational experiences when people are irrational? 29
  • 32. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 32
  • 33. beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved 33
  • 34. beyondphilosophy.com Anticipating my needs? © Beyond Philosophy. 2001-2014 All rights reserved 34
  • 35. beyondphilosophy.com ? © Beyond Philosophy. 2001-2014 All rights reserved 35
  • 36. beyondphilosophy.com A Human journey…Health Insurance 36© Beyond Philosophy. 2001-2014 All rights reserved RationalEmotionalSubconscious Experience Psychology X Legal Documents Confusing offers Getting Auth’ztion Billing Complexity Renewal notice Confirmation Bias Asymmetric Dominance Cognitive Dissonance Prospect Theory Peak End Rule Welcome Call message Maslow Self Esteem Customer deals with agent Purchase policy Receive Contact Auth’ztion for treatment Billing EOB’s Benefit statement Renewal Notice Stressed Pleased Irritated Frustrated Dissatisfied Neglected
  • 37. beyondphilosophy.com 37Beyond Philosophy © All rights reserved. 2001-2009
  • 38. beyondphilosophy.com 38© Beyond Philosophy. 2001-2010 All rights reserved
  • 39. beyondphilosophy.com Key strategic questions… 1.  What is the Customer Experience you are trying to deliver? 2.  What are the emotions you are trying to evoke? 3.  What is your subconscious experience? 4.  What do your Customers really want and what drives & destroys value? 5.  Who are your Customers? 6.  Is your Customer Experience deliberate? 7.  How Customer centric is your organization? © Beyond Philosophy. 2001-2014 All rights reserved 39
  • 40. beyondphilosophy.com " Questions 40© Beyond Philosophy. 2001-2014 All rights reserved
  • 41. beyondphilosophy.com Live web based training… " Foundation Customer Experience Management Certification Course - $1,850 "   Starting 22nd Sept - 3rd Nov "   Discount Code - WEBINAR200 - $200 Off " Customer Experience Measurement - $499 "   5th Nov - 19th Nov "   Discount Code - WEBINAR25 - $25 Off " Employee Engagement Course - $599 "   9th Sept - 30th Sept "   Discount Code - WEBINAR50 - $50 Off 41© Beyond Philosophy. 2001-2014 All rights reserved
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