7 Critical Questions to Improve Your Customer Experience
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www.beyondphilosophy.com
Seven key questions critical to improving your
Customer Experience
Colin Shaw Founder & CEO, Beyond Philosophy
@ColinShaw_CX
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beyondphilosophy.com
Who are Beyond Philosophy?
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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
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beyondphilosophy.com
Organizations we have worked with…
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beyondphilosophy.com © Beyond Philosophy. 2001-2014 All rights reserved
Rational and Conscious
Emotional and Subconscious
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beyondphilosophy.com 5 © Beyond Philosophy. 2001-2014 All rights reserved
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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
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• 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
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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
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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
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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
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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
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Emotional profile - the level of emotional engagement
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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
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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
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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
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beyondphilosophy.com 17 © Beyond Philosophy. 2001-2014 All rights reserved
Should Will
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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
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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 rat ional, subconscious, and emotional elements of an experience.
SOURCE http://blogs.forrester.com/kerry_bodine/13-01-04-forresters_2013_customer_experience_predictions
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What customers say they desire
What drives business value
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Priority Order of the Attributes (Combined desirability and current value) – Premium Consumers
Top
Ten
Relative Magnitude 0 + -
Desired by Customer Effect on Value
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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
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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.
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1 2 3
Neutral
Positive
Negative
Rating
Steps 4 5 6 7 8 9 12 13 14 15 16
Ent
ranc
e
Orie
ntat
ion
Bas
ket p
ick-
up
Whe
re to
go
Bro
wsi
ng
Mer
chan
disi
ng
Pro
duct
sel
ectio
n
Ent
erta
inm
ent
Orie
ntat
ion
in s
tore
Use
of S
taff
Eng
agem
ent w
/ st
aff
Que
ue
PO
S S
taff
Exi
t
10 11
Sta
ff re
spon
se
Oth
ers
inte
ract
ion
Anxiety Anxiety
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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
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Why do we design rational experiences when people are irrational?
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Anticipating my needs?
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?
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A Human journey…Health Insurance
36 © Beyond Philosophy. 2001-2014 All rights reserved
Rat
iona
l E
mot
iona
l S
ubco
nsci
ous
Exp
erie
nce
Psy
chol
ogy
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
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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
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" Questions
40 © Beyond Philosophy. 2001-2014 All rights reserved
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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
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