7 critical questions to improve your customer experience

www.beyondphilosophy.com

Seven key questions critical to improving your

Customer Experience

Colin Shaw Founder & CEO, Beyond Philosophy

@ColinShaw_CX

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


Organizations we have worked with…

© Beyond Philosophy. 2001-2014 All rights reserved 3

beyondphilosophy.com © Beyond Philosophy. 2001-2014 All rights reserved

Rational and Conscious

Emotional and Subconscious

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We act. We ‘see’ things

95% subconscious

Experience Psychology

Maslow, Cognitive

Dissonance etc

We feel emotions

Cared for Trust

Frustrated


•  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


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?


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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


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






3.  What is your subconscious experience?



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


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



Should Will






what drives & destroys value?



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



Priority Order of the Attributes (Combined desirability and current value) – Premium Consumers

Top

Ten

Relative Magnitude 0 + -

Desired by Customer Effect on Value







what drives & destroys value? 5.  Who are your Customers?



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


Key Strategic questions…




what drives & destroys value? 5.  Who are your Customers? 6.  Is your Customer Experience deliberate?



Why do we design rational experiences when people are irrational?

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beyondphilosophy.com 305


Anticipating my needs?



?



A Human journey…Health Insurance


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






what drives & destroys value? 5.  Who are your Customers? 6.  Is your Customer Experience deliberate? 7.  How Customer centric is your organization?



" Questions



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


7 critical questions to improve your customer experience

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