This document discusses the benefits of hyper-personalization through explicit and implicit customer feedback collection. It introduces CX/CI (Customer Experience/Confidence Index), which uses dual-processing models and memory consolidation research to estimate customers' confidence levels and predict purchase intentions or behaviors more accurately than explicit feedback alone. CX/CI has been used since 2004 for offline, online, and mobile applications, including accurately predicting voter turnout. The document reviews the scientific background of CX/CI in dual-processing theory and implicit attitude measurement. It argues CX/CI can help engage customers to better understand themselves and increase self-awareness in an increasingly digital future.

1. THE BENEFITS
OF EXPLICIT/IMPLICIT
HYPER-PERSONALIZATION
1
RAFAL OHME
June 20, 2019

2. X I X c e n t u r y
age of steam & electricity
X X c e n t u r y
age of information
X X I c e n t u r y
age of personal
information
HYPER-PERSONALIZATION
of products & services

3. giving a voice
NEW HABIT
FEEDBACK
n e w c u r r e n c y
integration of O+X data
INTELLIGENT
ENTERPRISE

4. CX FEEDBACK
cognitive &
social BIAS
predicting behavior
is not accurate
SECURITY RIBBON
a smart tech tool

5. CX/CI
• Confidence Index [CI] – How
much do you hesitate?
Confidence Index – a security ribbon’
in CX feedback
• CX/CI is based on dual
processing, consolidation
of the memory trace and
attitudes accessibility
phenomena
• The algorithms estimate how
much you hesitate when you
state your opinion. The more
certain you are the more
relevant something is for you
or more likely it is you will do
what you have promised
• Research on CX/CI since 2004
• off-line; on-line; mobile

6. 55.7%60.8% 55.3%
REALCX
85.1%96.2% 84.9%
Scottish Independence
Referendum 2014
Polish Presidential Elections 2015
CX/CI
74.9%76% 74.6%French Presidential Elections 2017
6
CX/CI predicts voters’ turnout
more accurately

7. SYSTEM 1
HOT
SYSTEM 2
COLD
MODERN
ECONOMY
has begun
CLASSICAL
ECONOMY
has ended
2002
Daniel Kahneman
Two operational
systems in the brain
CX/CI scientific background
- Dual Processing

8. Anthony Greenwald,
Washington University
The IAT as a measure of
implicit consumer attitudes [in:]
R. Ohme (Ed) Implicit Processes
in Cognition (2001)
Mahzarin Banaji,
Harvard University
Two factors moderate the
relationship between implicit
and explicit attitudes [in:] R.
Ohme (Ed) The nature of
automaticity (2002)
Anthony Greenwald and Mahzarin Banaji,
IAT authors have published their works in
books by Prof. Ohme, NEUROHM founder.
Russel H. Fazio
Ohio State University
Attitudes: Insights from
the new implicit
measures. New York:
Psychology Press.
(2009)
Harvard University hosts a digital
platform for the most recognized
RT tool in academic world – Implicit
Association Test (IAT) to measure
social sensitive issues, eg. racial
prejudice
- Attitude accessibility
Fazio & Williams (1986). Attitude accessibility as a moderator of
the attitude-perception and attitude-behavior relations: An
investigation of the 1984 presidential election. JPSP, 51, 505-
514. Fazio, Powell, Williams (1989) The Role of Attitude
Accessibility in the Attitude-to-Behavior Process. JCR, 16, 280-
288. Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When
and how attitudes guide behavior. In Brock, Green (Eds.),
Persuasion: Psychological insights and perspectives (pp. 41-62).

9. neuron
activation
STM - „neural loop” activation
LTM – structural changes due
to the prolonged activation
memory trace
consolidation
WHAT FIRES TOGETHER, WIRES TOGETHER
Donald Hebb (1949)
- Consolidation of the memory trace

10. 10
CX/CI EMOTIONS
selected examples

11. 11
eco, family,
prestige, unique
CX/CI_WHAT YOU NEED IN A CAR

12. CX/CI Hyper Personalization
for family
prestigous
eco friendly
CAR
good mood
in a hurry
motivated
CLIENT

13. CX/CI Hyper Personalization
stres
discipline
knowledge
motivation
PATIENT

14. 14
CX/CI_ LIPSTICK TO MAKE YOU FEEL GOOD
stand out, blend in,
be confident

15. 15
adrenaline, chill-
out, rebel, rider
CX/CI_ A BIKE TO MAKE YOUR DAY

16. 16
endurance app
crisis early detector
in dieting
CX/CI_ MOTIVATE TO NEVER GIVE UP

17. 17
• With CX/CI we want to
capture a feedback free
from conformity, post-
conscious rationalization or
wishful thinking
• We want to ENGAGE
humans to better KNOW
themselves and to increase
SELF AWARENESS in the
digital and machine driven
near future
CX/CI
WHY we do it – CX/CI

18. 18
kinga@digitalemotions.app
Thank you
KINGA ADRIANRAFAL