Qualfa - Pazarlama Zirvesi 2011

Customer Experience, Electric
Socks and Baby Monkeys:
Key principles of customer experience
Qaalfa Dibeehi, Chief Operating and Consulting Officer
Beyond Philosophy

www.beyondphilosophy.com

Private Party

The customer is like Studio 54
• They have a serious door policy that filters most of us out

Businesses are like the people trying to get in
• We will bribe, beg & borrow to get in

Twitter: @qaalfadibeehi www.beyondphilosophy.com 2

Private Party

The customer is like Studio 54
• They have a serious door policy that filters most out

Businesses are like the people trying to get in
• We will bribe, beg & borrow to get in

Three basic strategies to get in
• Keep coming back night after night hoping to get picked
• Study the doorman to know what he’s looking for
• Become a celebrity in your own right and get a VIP invite


Private Party

Customer Experience is a proven approach for the
business to get that VIP pass!


Great theory but you need to go beyond the philosophy

Customer Experience
is NOT about doing
whatever it takes to
“wow” customers


Customer Experience Timeline
The problem CE Principles Quantifying CE X-ray CE

2000
1995

2005

2010

Customer Experience Experience
Definition of Customer

An A Customer Experience is an
interaction between an
organization and a customer as
perceived through a Customer’s as
organization and a customer
conscious and subconscious
perceived through a Customers
mind.
mind.
It is a blend of an organization’s
rationala blend of an organization’s
It is and emotional
performance and intuitively senses
rational performance, the
measured against customer evoked
stimulated and emotions
expectations across all moments
and intuitively measured against
of contact. expectations across all
customer
moments of contact.

Beyond


An A Customer between anis an
interaction Experience
1
organization and a customer as
perceived through a Customer’s
as perceived through acustomer as
organization and a
Customer’s consciousa Customers
perceived through and
mind.
subconscious and subconscious
conscious mind.
mind.
rationala blend of an organization’s
It is and emotional
customer
moments of contact.

Beyond

Customer Experience Leaky Pipe

CUSTOMER EXPERIENCE

Expectations
Leadership & Culture
Process
Systems
People
Channel

Marketing & Brand
Leadership & Culture

Measurement
Strategy


The progression towards a great Customer Experience



1
organization and a
conscious mind.
mind.
2 rational and emotional
customer
moments of contact.

Beyond

Rational and Conscious

Emotional and Subconscious


Conversation with a robot…


Conversation with a Virtual Assistant…


Robots that can engage… the appearance of emotion


Baby Monkeys:
Harlow experiment

• Henry Harlow, a famous psychologist,
offered baby monkeys a choice between
two surrogate mothers, one made of soft
cloth, the other of wire.
• The wire one would provide milk
• The cloth one would not

• In every instance the baby monkeys
bonded to the soft cloth mother whether
or not it provided them with food
Which mother did the baby
monkey form a bond?
• The baby monkeys chose the wire
mother only when they needed milk.

Beyond

The Emotional Effect on Self Service

Side of the Rational
Experience
Emotional

Outcome Good Bad Good Bad

Customer says:
but it was a because I had and it will get because it’s the
I used self mistake! no choice better in time best way
service…


Emotional Signature® Pyramid


Emotional Profiles
1 Naive 3 Enlightened

2 Transactional 4 Natural



1
organization and a
conscious mind.
mind.
2 rational and emotional
3
measured againstemotions evoked
stimulated and customer
customer
moments of contact.

Beyond

Electric Shocks:
The Milgram Study

• Experimenter = researcher boss xperimenter

• Learner = researcher confederate
eacher
• Teacher = subject

• Learner and Teacher are in
separate rooms

• Teacher believes that for each
wrong answer, the Learner was
receiving actual electric shocks

• Recoded responses were played earner
back to correspond to each shock
level


The brain expends only
about 2% of its energy on
conscious activity, with
the rest devoted largely to
unconscious processing.


Think of the brain as real estate…

The most important not yet prospected real estate in the world.

As you might imagine, some addresses are more valuable than others.


Oxytocin Hypo- Prefrontal Right ???
pathway thalamus lobe amygdala

Safe Stressed Focused Neglected Energetic

Exploratory
Dopamine

Unhappy
pathway

cingulate
Anterior

cortex
Striatum
Hurried

Valued
???

Dopamine
pathway
Trusting

Pleased
Caudate
nucleus

Disappointed

Unsatisfied
Insula

???
Dopamine

Dopamine
Indulgent
Cared for

pathway
pathway

Frustrated Happy Stimulated Irritated Interesting
Orbito Orbito
frontal Dopamine Dopamine frontal Dopamine
cortex pathway pathway cortex pathway


Neuroexperience:

• The experience the customer
has at the neuro- anatomical,
-physical, -chemical and –
molecular levels.

• The experience often occurs
subconsciously and is the
result of interactions between
the organization and the
customer.


Self Service is then like “Urban Renewal”
Objective: secure all the valuable property without “going to jail”
Very Strongly
Felt
Stimulate the brain areas
responsible for the positive emotions

Inhibit the brain areas
responsible for the
negative emotions.

Not felt at all


Twitter: @qaalfadibeehi www.beyondphilosophy.com


Experience
Emotional


Customer says:
service…


The Emotional Effect

Experience
Emotional


Customer says:
service…


The Emotional Effect

Experience
Emotional


Customer says: but it was a because I had and it will get because it’s the
I used it… mistake! no choice better in time best way

Reduced Usage Increased Usage


Customer Experience is like world peace… NOT!


Employees say “I see you” customer
Customers say “ummm….. not really”

38%
Percent saying employees know
customer expectations

6%

According to According to
Employees Customers
From the movie Avatar Data source: Beyond Philosophy CETT

Twitter: @qaalfadibeehi
Beyond Philosophy © All rights reserved. 2001-2011 www.beyondphilosophy.com 36

Emotional Engagement in Self Service

• Emotional Profiling
and its relation to self
service success

• The need for a Kansei
approach to the
design of self service

• The future of neuro/
biometrics and self
service


Show of hands
How many of you…

• Are more or less up to date on the customer experience/ emotional
engagement practices

• Work for organisations that are working on emotional engagement
to some significant degree


• “The essential difference between emotion
and reason is that emotion leads to
action while reason leads to
conclusions.” (Calne, D., Within Reason: Rationality and
Human Behavior.)

• “Although beliefs may guide our actions,
they are not sufficient to initiate
action…Emotions are prime candidates
for turning a thinking being into an
actor.” (N.H. Frijda, A.S.R Manstead, and S. Bem , Emotions
and Beliefs: How Feelings Influence Thoughts )

• “Customers are always emotional. ….
One thing is certain: no one is entirely
neutral about consuming.” (Barlow, J. & Maul, D.,
Emotional Value: Creating Strong Bonds with Your Customers.)

• “We now accept that human beings are
powered by emotion, not by reason.
Emotion and reason are intertwined, but
when they are in conflict, emotion wins
every time. (Roberts, K., Emotion] controls our rationality, our
decision making.” , Annual ESOMAR Conference, Barcelona.)


Many organizations say they put the customer at the
center of their business

• Less than 20% of
organizations consider
how customers feel
80%

• Customers feel that 80%
of organizations consider
them a transaction

19%
1%

Their focus is on They are Their primary
customer concerned with focus is on
emotion costs etc. but are managing costs
also concerned
with how
customers feel
Source: Beyond Philosophy CETT


Many organizations say they ‘see’ their customers. …
Employees Think Customers Think

38%

6%

Employees know
customer expectations

Photo from the movie Avatar Source: Beyond Philosophy CETT


Transactional Enlightened


Kansei Engineering

Kansei engineering = affective engineering
a method of translating feelings into product design

Self service (like a product) needs to be …
Kansei
Functional at the Usable at the Attractive at the
physical level psychological level emotional level

Rational and conscious Emotional and subconscious
experience experience


Examples of Kansei Success
Rear-view
Engine, exhaust system, doors etc. ACC Dashboard mirror

Sound
design

Exterior Interior
dimensions dimensions

Gear Steering
Front Hub shift wheel

Mazda used Kansei Engineering to design all sensory elements, including the sound, of the Miata
(MX5) sports car and achieved sales in excess of 750,000 cars (earning the MX5 a place in the
Guinness Book of Records as the most successful two-seater sports car of all time).
Source: Simon Schütte, ‘An Introduction to Kansei Engineering’


Kansei Methodology

• Kansei Engineering is based upon
the analysis of product semantics
P&G’s Version of Kansei

• Consumers from a selected market
segment evaluate a set of product
or service designs to decide how
much a design evokes each Kansei
word
• for example, how exciting is
design A on a scale of 1 – 7

• These words (which may be in the
hundreds) are used to reduce these
to a representative set via
multivariate statistics like:
• Structural equation modelling
• Fuzzy logic
• Neural networks
• Ruff sensory logic
• Genetic algorithms Source: Punchard, King, Childs, Barnes and Ewart, ‘Kansei Methodology to Gauge
• Principal component analysis Consumer Reactions’


based on customers’ survey
responses?


Views that are normally invisible to us…

Ultra-
Gamma Infrared FM, TV,
X- rays violet Radar
rays rays Shortwave, AM
rays

Visible light Spectrum


Neuroexperience:

• The experience the customer
has at the neuro- anatomical,
-physical, -chemical and –
molecular levels.

• The experience often occurs
subconsciously and is the
result of interactions between
the organization and the
customer.


Understanding the source code…
Where is Neuroexperience today?
Measuring normally
subconscious bodily
reactions Neuropoly
• Heart Rate Bio-
• Respiration metrics
• Blood Pressure
• Galvanic Skin
Response (GSR) Visualising
brain activity
Brain
directly
scans
• EEG
• fMRI

Today


Some practical drawbacks for “experience” work…

fMRI Portable EEG


Polygraphs – “Lie Detectors”

• Typical polygraphs
measure:
• Heart Rate
• Respiration
• Blood Pressure
• Galvanic Skin Response
(GSR)


Basic
• Create and Emotional Profile based
on the 20 key emotions.

Intermediate
• Use a survey based Kansei approach
to understand how emotions link to
your key self service elements

Advanced
• Use a biometric fed Kansei approach
to understand emotions link to your
key self service elements

Cutting Edge
• Use a ‘neurometric’ (brain scan) fed
Kansei approach to understand
emotions link to your key self service
elements


The Walkie-Talkie Model

Customer interacts with company

Customer expectations are not met Customer expectations are met

Customer tolerates it Customer takes action

Customer talks Customer walks

Complaints Comments
When customers inform the When customers share gripes
company directly of issues with others via social media
(1:Company) (1:World)



• Emotional Profiling
and its relation to self
service success

• The need for a Kansei
approach to the
design of self service

• The future of neuro/
biometrics and self
service

Q&A

The Customer Experience Iceberg: the big picture
Rational and Conscious



Qualfa - Pazarlama Zirvesi 2011

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Qualfa - Pazarlama Zirvesi 2011

Ähnlich wie Qualfa - Pazarlama Zirvesi 2011 (20)

Mehr von Pazarlama Zirvesi

Mehr von Pazarlama Zirvesi (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Qualfa - Pazarlama Zirvesi 2011