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Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dibeehi, Chief Operating and Consulting Officer,
Beyond Philosophy
Elliott Hedman, Massachusetts Institute of Technology
Media Lab
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The Beyond Philosophy Perspective
Customer Experience
is all we do!
Thought leadership is
our differentiator
Offices in London,
Atlanta with Partners in
Europe & Asia
New Fourth book
Is now available
Focus on the emotional side of
Customer Experience
Links with Academia
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We are Proud to Have Helped Some Great Organizations…
Beyond Philosophy © All rights reserved. 2001-2010
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Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dibeehi, Chief Operating and Consulting Officer,
Beyond Philosophy
with Elliott Hedman, Massachusetts Institute of Technology
Media Lab
www.beyondphilosophy.com
Neuroexpereince
6
Neuroexperience
Biometrics
EEG
fMRI
Neurochemistry
Neurophysics
Neurophysiology
Neuroanatomy
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Not to worry…
7
Neuroexperience
Think of this webinar as the “Cliffs Notes” version of Neuroexperience.
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Poll
Knowledge of customer triggers…
Does your
organization
understand what
really triggers
customers’
behavior and
attitude in the
customer
experience?
Choose a response…
pinpointed most of
the key triggers
identified some
triggers but are not
certain which ones
are key
Identified a few
triggers but lack
confidence in our
accuracy
We have not a clue
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Customer Experience: Future Trends & Insights
9
The biggest opportunities in
Customer Experience?
• Social Media
• Experience Psychology
• Neuroexperience
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Our Colorful World View…
Visible light Spectrum
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Ultra-
violet
rays
Gamma
raysX- rays
Infrared
rays
FM, TV,
Shortwave, AMRadar
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Views that are normally invisible to us…
Visible light Spectrum
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Neuroexperience
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Seeing things that would normally be invisible to us…
Experience Psychology Social Media
Traditional Customer Insights
Visible light Spectrum
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What customers
say they desire
What drives
business value
True Customer Insight…
Based on traditional
study results
Based on actual
observation
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Brain
BrainINPUTS:
Business Actions
OUTPUTS:
Customer Attitudes
& Behaviors
INPUTS:
Business Actions
OUTPUTS:
Customer Attitudes
& Behaviors
Attention
InterpretationNeuro
experie
nce
poin
t of
vie
w
Non-
neuro
experience
poin
t of
vie
w
Neuroexperience is Opening Up the Black Box
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What is Neuroexperience?
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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.
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What is Neuroexperience?
16
Neuroexperience is
the source code for
all of the customer
behavior, attitudes
and opinions
businesses are
interested in!
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Why bother?
17
The brain expends only
about 2% of its energy on
conscious activity, with
the rest devoted largely to
unconscious processing.
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Why bother?
18
And we want to understand
the full picture…
• to get an unadulterated
view of the source code of
customer behavior and
attitudes (i.e. to crack
open the black box)
• to accurately predict
customer behavior and
attitudes
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What’s the ultimate in Neuroexperience?
19
Today
Neuropoly
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Think of the brain as real estate…
20
The most important not yet prospected real estate in the world.
As you might imagine, some addresses are more valuable than others.
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Monopoly
Objective: secure all the valuable property without “going to jail”
21
Monopoly is a registered trademark of Hasbro
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Monopoly in Emotional Signature Terms
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Objective: secure all the valuable property without “going to jail”
Stimulate the brain areas
responsible for the positive emotions
Inhibit the brain areas
responsible for the
negative emotions.
Very Strongly
Felt
Not felt at all
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Orbito
frontal
cortex
Dopamine
pathwayDopamine
pathway
Orbito
frontal
cortex
Dopamine
pathway
Oxytocin
pathway
Hypo-
thalamus
Prefrontal
lobe
Right
amygdala???
??
?C
aud
ate
nu
cleus
Insu
laD
op
amin
e
path
way
An
teri
or
cin
gu
late
cort
ex
??
?
Frustrated Happy Stimulated Irritated Interesting
EnergeticNeglectedFocusedStressedSafe
Do
pam
ine
path
way
Hu
rriedE
xplo
ratory
Tru
sting
Disap
po
inted
Cared
for
Un
sati
sfie
d
Str
iatu
mD
op
amin
e
pat
hw
ay
Do
pam
ine
pat
hw
ay
Ind
ulg
ent
Ple
ased
Val
ued
Un
hap
py
Object of the Game: Neuropoly
23
• optimally
activating areas
of the brain
modulating the
positive
emotions
• minimizing or
inhibiting the
activation of
brain systems
that are
responsible
for the
emotions that
destroy
business
value.
Neuropoly is the neuroexperience state where the organization is:
Neuropoly is the ‘Holy Grail’ of neuroexperience.
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Where is Neuroexperience today?
24
Bio-
metrics
Brain
scans
Measuring normally
subconscious bodily
reactions
• Heart Rate
• Respiration
• Blood Pressure
• Galvanic Skin
Response (GSR)
Neuropoly
Visualising
brain activity
directly
• EEG
• fMRI
Today
Brain
scans
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How is Neuroexperience being approached today?fMRI version of the “Pepsi Challenge”
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How is Neuroexperience being approached today?fMRI version of the “Pepsi Challenge”
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…and that is the lead into Neuroaccounting
27
Customer centric accounting based on quantifying the
brain to behavior relationship will allow for accurate
projections of future customer-based cash flows
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Some practical drawbacks for “experience” work…
29
fMRI Portable EEG
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Where is Neuroexperience today?
30
Bio-
metrics
Brain
scans
Measuring normally
subconscious bodily
reactions
• Heart Rate
• Respiration
• Blood Pressure
• Galvanic Skin
Response (GSR)
Neuropoly
Visualising brain
activity directly
• EEG
• fMRI
Today
Bio-
metrics
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Biometrics reads the nervous systems’ “truth” signs
31
Autonomic Nervous System (ANS) controls involuntary visceral
functions operating largely below the level of consciousness
Biometrics typically read ANS functions you
do not control with your conscious mind
Fight or Flight Rest or Digest
Diagram Source: Jansen, Nguyen, Karptiskiv, Mettenleiter, & Loewy (1995). Central command neurons of the sympathetic nervous system: basis of the fight-or-flight response. Science, 270
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Polygraphs – “Lie Detectors”
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• Typical polygraphs
measure:
• Heart Rate
• Respiration
• Blood Pressure
• Galvanic Skin Response
(GSR)
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Biometrics used to improve labelling at Campbell’s Soups
• Researchers interviewed about 40 people at their homes and later in grocery stores.
• The team also clipped small video cameras to the 40 testers at eye level and had them later watch
tape of themselves shopping for soup.
• Vests that the testers wore captured skin-moisture levels (GSR) , heart rate, depth and pace of
breathing, and posture. Sensors attached to the video monitor tracked eye movements and pupil
width.
33
Source: Wall Street Journal February 2010
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(Kahneman, 1999)
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(Kahneman, 1999)
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(Kahneman, 1999)
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Discussion Section Begins
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Want to be part of the cutting edge?
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• We want to advance the state of play
• See the other side of your customer experience
• Trial a “Biometric Mirror” at cost
If interested get in touch with us at:
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Neuroexperience Webinar
46
Questions
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Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dibeehi, Chief Operating and Consulting Officer
Thank You
Atlanta Office: +1-678-638-6162
London Office: +44 (0) 207-917-1717
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