1. @geert_martens
Unlock the power of emotions
@geert_martens, competence leader customer experience, 4C Consulting
Brussels, 15th May 2012
Prepared for “Nice to Know You 2012”, by SAS Institute

2. @geert_martens
4C Consulting | Service portfolio
g | p
C t
Customer E
Experience M
i t
Management
Naïve‐to‐Natural | Emotional Signature | Moments of Truth | Multi‐channel Strategy | Unique Customer View | CRM Roadmap
Marketing Excellence Sales Excellence Service Excellence
• Marketing Maturity Assessment • SFA Management & Automation • Customer Service Automation
• Campaign Management & Automation • Sales Portfolio Management • Self Service Strategy & Management
• Campaign Management Outsourcing
p g g g • Sales Middle Office • Complaints Handling
p g
• Marketing Resource Management • Training & Coaching
Customer Insight Management
Intelligent reporting | Data Quality | Data Integration | Advanced Analytics
2

3. Book us for customer experience inspiration:
• Conference speaking
• Inspiration workshops
Hire us for customer experience transformation:
• Customer experience statement
• Emotional Signature
l
• Moments of Truth transformation
• CeX training & coaching
Geert Martens, competence leader customer experience
• Mobile: +32 477 365 166
• Email: geert.martens@4cconsulting.com
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeert
p // / / g
• Slideshare: http://www.slideshare.net/gmartens

4. @geert_martens
The age
The age of
the customer
the customer

5. Age of the Customer
Power comes from
engaging on an emotional
level with empowered
customers
Age of Information
g
Connected PCs and
supply chains mean those
who control the
information fl
i f ti flow
dominate
Age of Distribution
Global connections and
transportation systems
i
make distribution key
Age of Manufacturing
of Manufacturing
Mass manufacturing
makes individual power
houses successful

6. @geert_martens
92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12

7. @geert_martens

8. @geert_martens

9. @geert_martens
When your customer are emotionally engaged, they...
When your customer are emotionally engaged they
Forgive
Pay a price Cost less to Promote
Buy more Stay loyal operational
p
premium serve your brand
y
hiccups
Emotional
E ti l
Customer Engagement

10. @geert_martens
What is a
is a
customer
experience?

11. @geert_martens
A customer experience is
em j
jou orga
g
otio rn nizati
ns ey on
How a customer a journey of with and about
feels and remembers interactions an organization

12. Affection
Anger
Annoyance
Anxiety
Apathy
Arousal
Impacting
Awe
Cared for the way
the way you feel

Contempt
Curiosity
Boredom i about
 
Depression
Desire
Despair i i
Disappointment
Disgust At
At The brand
 
Dread
Ecstasy
Embarrassment
each i i
Empathy
Energized interaction, The
Envy
Euphoria emotions company
 
Fear
Focused
Fretful
Frustration
are i i
Gratitude
Grief
evoked The
products
Guilt
Happiness
Hatred
Hope
Horror
Hostility

i 
i The
service
Hurried
Hysteria
Indifference
Interest
Irritation
Jealousy
Loathing

i 
i The people
Loneliness
Love
Lust
Misery Value
Neglected received
Pampered
Pity
Pleased
Pride
Rage Other
g
Regret customers
Remorse
Sadness
Satisfaction
Shame
Shock
Shyness
Sorrow
Yourself
Suffering
Surprise
Stressed
Trust
Valued
Wonder
Worry
Source: xprnc.be

13. @geert_martens




 
 
Make or Break moments
Break moments

“Moments of Truth” 


 


14. @geert_martens
What is a
is a
great customer
g
experience?

15. @geert_martens
Deliberate
D lib t
Valued on an
emotional level
Great customer
p
experiences
Perfect on all
Moments of Truth
Consistent
across touchpoints
& custo e ecyc e
& customer lifecycle

16. @geert_martens

17. @geert_martens

18. @geert_martens

19. @geert_martens
Reason Conclusions
Emotion Action
The essential difference between emotion and reason is
that emotion leads to action while reason leads to conclusions
Donald Calne

20. @geert_martens
“Emotions color
Emotions color
p
the experience and,
more importantly,
how the experience
how the experience
will be remembered”
Donald A. Norman
D ld A N
Source: http://www.slideshare.net/koenatclaes/on-why-we-should-not-focus-on-ux

21. @geert_martens
People will forget what you said,
people will forget what you did,
people will forget what you did,
but people will never forget how you made them feel.
Maya Angelou

22. @geert_martens
Source: @ColinShaw_CX , @MicahSolomon and @geert_martens

23. @geert_martens

24. @geert_martens

25. @geert_martens

26. @geert_martens

27. @geert_martens
Consistent
across
touchpoints
& lifecycle

28. @geert_martens
Next practices

29. @geert_martens

30. @geert_martens
You can’t stop the waves,
but you can learn how to surf
b l h f
Jon Kabat‐Zinn

31. @geert_martens
Build a CeX statement
Define & measure KPIs
Break‐down the CeX statement into:
+/‐ emotions, traits & desired behavior
Calculate ROI
Customize for core segments & Define
touch points code of conduct
Identify improvement opportunities
Id if i ii
Define fit‐gap & identify quick wins
1.Define
4. Measure
4. Measure 2. Design
Design implementation roadmap &
D i i l i d & 3. Implement
3.
3. Implement
implement Quick Wins Design behavioral principles
per business unit
Implement the Moments of Truth
Map the customer journey
f h t
for each core segment
Communicate. Repeat.
Identify the Moments of Truth (MoT)
for each journey
Train & coach
Design the MoT: emotions, behavioral
Design the MoT: emotions behavioral
principles, processes, tools & KPIs

32. geert.martens@4Cconsulting.com @geert_martens
www.4cconsulting.com
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert