Seven key strategic
questions critical to
improving your
Customer Experience
Colin Shaw
Founder & CEO
Beyond Philosophy
www.beyondphilosophy.com
Who are Beyond Philosophy?
Customer Experience
Experience isis
Customer
all we do.. Since 2002!
all we do!
We focus on the emotional
side of customer experience
We work globally with offices in
London and North America;
with partners in Africa & Asia.
‘Secrets of a Successful Global
Customer Experience Program’ –
Palgrave MacMillan 2013
beyondphilosophy.com
Thought leadership is our
differentiator
Evidence based consulting
& training
2
Organizations we have worked with…
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
3
Increase in Net promoter Score: “As a result of its customer
experience efforts, NPS has improved from -10 to +30”
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”.
beyondphilosophy.com
4
Customer Experience definition
A Customer Experience is an interaction between
an organization and a customer as perceived
through a Customers conscious and subconscious
mind. It is a blend of an organization’s rational
performance, the senses stimulated and emotions
evoked and intuitively measured against customer
expectations across all moments of contact.
© Beyond Philosophy. 2001-20112
All rights reserved
beyondphilosophy.com
5
Rational and Conscious
Emotional and Subconscious
© Beyond Philosophy. 2001-2012
All rights reserved
beyondphilosophy.com
6
© Beyond Philosophy. 2001-2012 All rights reserved
beyondphilosophy.com
Beyond Philosophy © 2001-2012
All rights reserved.
beyondphilosophy.com
Anticipating my needs?
Beyond Philosophy © 2001-2012
All rights reserved.
beyondphilosophy.com
?
Beyond Philosophy © 2001-2012
All rights reserved.
beyondphilosophy.com
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
11
How an emotion is evoked…
Emotion is produced
Human being
are made up in
a certain way
Experience
Psychology
Experience Psychology
Nature: The need to feel safe
– Maslow and Insurance
Nurture: You should
have insurance
© Beyond Philosophy. 2001-2012
All rights reserved
We see things
and things are
done to us:
Conscious &
subconscious
Conscious: Recommends
options for me to keep the
cost of my health plan
within my budget
Subconscious: Listens to
me and acknowledges my
concerns
We feel things
Emotions
Emotional Profile
beyondphilosophy.com
We act:
Can be seen
as rational
behaviour
Customers do things
• Customers complain as
they can’t understand
why they have brought
one product but you
treat as 5 separate
products
• Recommend you to
others
• Put phone down when
waiting for you to
answer
12
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 organisation?
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
13
Key strategic questions…
1. What is the Customer Experience you are
trying to deliver?
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
14
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
15
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. 2001-2011 All rights reserved
beyondphilosophy.com
16
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
17
beyondphilosophy.com
© Beyond Philosophy. 2001-2011 All rights reserved
18
Credit card company example…
1
4
Getting a Card
Extending my Relationship
© Beyond Philosophy. 2001-2011 All rights reserved
2
5
Using my Card
Having Financial Difficulty
beyondphilosophy.com
3
Servicing my Account
6
Ending my Relationship
19
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. 2001-2011 All rights reserved
beyondphilosophy.com
20
How many F’s?
FINISHED FILES ARE THE RESULT OF YEARS OF
SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF
YEARS.....
FINISHED FILES ARE THE RESULT OF YEARS OF
SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF
YEARS.....
6
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
21
Sometimes we don’t know about the things that influence
us, we just subconsciously perceive them…
5:1
I am acting in a certain way, but not sure why…..
© Beyond Philosophy. 2001-2012
All rights reserved
beyondphilosophy.com
22
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
23
© Beyond Philosophy. 2001-2012
All rights reserved
beyondphilosophy.com
24
Game of old or new…
How we make decisions….
www.beyondphilosophy.com
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
26
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
27
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
28
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
29
What are the subconscious signals?
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
30
We reference our memory to give this experience meaning
beyondphilosophy.com
31
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. 2001-2011 All rights reserved
beyondphilosophy.com
32
World's largest database on Customer emotions & value
Emotional Signature®
Database
 Database started in 2005
 B2B & B2C
 Over 30,000 data points
 Over 1,000
attributes/touch points
 Across many industries
and countries
 Record of top attributes
 The largest database on
Customer Emotions in
world.
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
33
What customers
say they desire
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
What drives
business value
34
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
35
Effect on Value
Top Ten
Priority Order of the Attributes (Combined desirability and
current value) – Premium Consumers
Desired by Customer
© Beyond Philosophy. 2001-2011 All rights reserved
0
beyondphilosophy.com
+
Relative Magnitude
36
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. 2001-2011 All rights reserved
beyondphilosophy.com
37
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. 2001-2011 All rights reserved
beyondphilosophy.com
38
Why do we
design rational
experiences
when people are
irrational?
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
39
beyondphilosophy.com
405
beyondphilosophy.com
415
Beyond Philosophy © 2001-2012
All rights reserved.
beyondphilosophy.com
4
Peak end rule
The ‘peak end rule’ states we judge our past
experiences on how we felt about our ‘peak’
emotion (positive or negative) and the end
emotion. Irrelevant of how long the experience
lasted...
• Colonoscopy experiment
• Who suffered most pain A or B
• Experiencing self
• Remembering self
What does this tell us?
• The ‘remembering self’ does not
remember time, just the peak end
emotions.
• Reducing the pain before the end
is good even if it extends the time
Beyond Philosophy © All rights reserved. 2001-2012
beyondphilosophy.com
43
Process or Experience?
www.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 organisation?
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
45
Beyond Philosophy © All rights reserved. 2001-2009
beyondphilosophy.com
46
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 organisation?
© Beyond Philosophy. 2001-2011 All rights reserved
beyondphilosophy.com
47
Contact:
BeyondPhilosophy.com
Twitter @colinshaw_cx
© Beyond Philosophy. 2001-2012
All rights reserved
www.beyondphilosophy.com
48