Companies believe they provide superior customer experiences, but only 8% of customers agree. When customers are aware of sustainability programs, the Net Promoter Score doubles. Great companies design customer experiences with soul by connecting their organization's soul to each part of the customer experience, creating living, authentic brands.

1. Customer Experiences with Soul
Simon Robinson
Holonomics Education

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4. We define sustainability as the
quality of our relationships.
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80%
Companies believe
they provide a
superior experience
!
8%
Companies whose
customers agree
The Customer Experience Gap
Source: Bain and Company, 2005

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• 91% of marketing leaders believe that in two years
they will be competing primarily on the basis of the
customer experience
• A 2% increase in customer retention has the same
effect as decreasing costs by 10%
• Acquiring new customers can cost as much as 5
times more than satisfying and retaining current
customers
• 44% of consumers say that the majority of
customer experiences are bland
• 69% of consumers say that emotions count for
over half of their experiences
Why Customer Experience Matters
Source: Satmetrix

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Source: John Schulz, Assistant Vice President of Sustainability
Operations at AT&T
Would you recommend AT&T
products to a friend or
colleague?
!
• This is a powerful and meaningful metric.
• Customers answer the question on a
scale of 1 - 10.
• AT&T explored NPS in relation to
customers who learn about sustainability
programmes AT&T has in place.
• NPS doubled when customers became
aware of the sustainability programmes.

9. Internal = External
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Authenticity
What I say
What I mean
What I do

11. Hospital Sírio Libanês
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Conclusions
• Nowadays people do not just want to buy something,
they want to believe in something.
• The new business paradigm puts a huge emphasis
on company culture.
• Understand that the whole organisation is responsible
for delivering a customer experience with soul.
• Look for authenticity in everything you do.
• Introduce the Net Promoter Score as a key
performance indicator.

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Great companies are the ones
w h o d e s i g n c u s t o m e r
experiences with soul. When
you can connect with the soul
of your organisation and
experience the way in which it
is expressed through each
and every part, then you will
h a v e c re a t e d a l i v i n g ,
authentic brand.

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Thank you
!
simon@holonomics.com.br
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holonomics.com.br
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