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Experience Psychology
Steven Walden,
Senior Head of Research and Consulting




              www.beyondphilosophy.com
Beyond Philosophy




                      Customer Experience             Thought leadership is        Fourth book –
   ...
We are Proud to Have Helped Some Great Organizations…




Beyond Philosophy © All rights reserved. 2001-2010   www.beyondp...
Webinar Interface Review
                                     1. Viewer Window                              2. Control Pan...
Customer Experience Timeline
                          The problem                CE Principles              Quantifying C...
It’s simple…..




                           The application of psychological
                           principles to th...
It’s simple…..




                           The application of psychological
                           principles to th...
Peeling back the onion…
                                                                                                  ...
The new competitive landscape

                                             Closed Window
                                ...
It’s simple…..




                           The application of psychological
                           principles to th...
What is Customer Experience?


             A Customer Experience is an
             interaction between an organization
 ...
What is Customer Experience?


             A Customer Experience is an
             interaction between an
             o...
Experience Psychology is about…
             What you control… it’s about your experience

             A Customer Experie...
What is Customer Experience?


             A Customer Experience is an
             interaction between an organization
 ...
Experience Psychology is about…
               Managing the Emotional Experience……..




                                 ...
What is Customer Experience?


             A Customer Experience is an
             interaction between an organization
 ...
Experience Psychology is about…
             Managing the Subconscious Experience……..




            ‘One figure which al...
And manipulate your resources correctly… to generate
               value




                                   http://ww...
PRINCIPLES OF EXPERIENCE
             PSYCHOLOGY

Beyond Philosophy © All rights reserved. 2001-2010   www.beyondphilosoph...
1. We make decisions based on preconceived
               expectations of what an experience will be, not what it is




B...
2. We don’t consider all the elements of an experience,
               only those most noticeable

                       ...
3. We identify a moral code in what you do, even if it is not
               directly relevant to the purchase in question...
4. Sometimes we don’t know about the things that influence
                us, we just subconsciously perceive them




Be...
5.Emotional twinges affect our ‘in the moment’ decision
               making and hence behaviour




                    ...
6.We are prone to be wary of anything that threatens our
                well-being




Beyond Philosophy © All rights res...
8. Our memory of an event is not perfect, but
                subject to change




Beyond Philosophy © All rights reserve...
9. We like to follow the herd, be seen as part of the group




Beyond Philosophy © All rights reserved. 2001-2010   www.b...
10. We get bored with the same old, same old.
             Sometimes innovation for its own sake is important




Beyond P...
Experience Redesign
Experience Psychology Template



Steven Walden, Senior Head of Research and Consulting




          ...
One of the key questions of Customer Experience
           How can we design a better experience?
                    • T...
Traditional Views vs. Perceptual Views




                 Firms tend to see                                       Custom...
Moment Mapping

                Passenger                         Passenger/Porters                  Passenger/All
   Arri...
Moment Mapping
?           Passenger                                                                                    Pa...
Experience Psychology
                   Example research techniques




eyond Philosophy © All rights reserved. 2001-2010...
Repertory Grid: Perceived Experience and Deep Benefits
                                                                   ...
Understanding the perception of Experience
               Subconscious/ Emotional Experience




                         ...
Further conversations?



 www.BeyondPhilosophy.com


 steven.walden@beyondphilosophy.com



                            A...
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Experience psychology webinar

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xperience Psychology is a new ‘ology’ and key trend in Customer Experience Management. This ties together the latest psychological principles that are both customer and employee focused to inform you about how you can change the Experience that you control to generate value.
We will deep dive into some key and easy to execute frameworks you must learn to compete in this area

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Transcript of "Experience psychology webinar"

  1. 1. Experience Psychology Steven Walden, Senior Head of Research and Consulting www.beyondphilosophy.com
  2. 2. Beyond Philosophy Customer Experience Thought leadership is Fourth book – is all we do! our differentiator Now Available Offices in London, Atlanta with Partners in Links with Focus on the emotional side Europe & Asia Academia of the Customer Experience Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 2
  3. 3. We are Proud to Have Helped Some Great Organizations… Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 3
  4. 4. Webinar Interface Review 1. Viewer Window 2. Control Panel GoToWebinar Example Interface Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 4
  5. 5. Customer Experience Timeline The problem CE Principles Quantifying CE X-ray CE 2010 1995 2000 2005 Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 5
  6. 6. It’s simple….. The application of psychological principles to the practice of Customer Experience Management Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 6
  7. 7. It’s simple….. The application of psychological principles to the practice of Customer Experience Management Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 7
  8. 8. Peeling back the onion… Emotional clues Known to self Not known Open or Public Blind Self Known to others Self  Not Known Hidden or Unknown Self To others Private Self Deep features and Subconscious and benefits e.g., deep Subconscious No one ever got fired clues for buying IBM Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 8
  9. 9. The new competitive landscape Closed Window Example:  Lets add value  Lets create moments Open Window of delight Example:  Lets change the mood  Lets hone costs  Lets react to complaints  Lets take out dissatisfiers Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 9
  10. 10. It’s simple….. The application of psychological principles to the practice of Customer Experience Management Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 10
  11. 11. What is Customer Experience? 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 and intuitively measured against customer expectations across all moments of contact Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 11
  12. 12. What is Customer Experience? 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 and intuitively measured against customer expectations across all moments of contact Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 12
  13. 13. Experience Psychology is about… What you control… it’s about your experience A Customer Experience is an interaction between an organization and a customer. Experience Psychology Consumer Psychology Organization Customer And the Experience reflects… What and how the firm delivers Customer and Employee Experience Organization Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 13
  14. 14. What is Customer Experience? 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 and intuitively measured against customer expectations across all moments of contact Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 14
  15. 15. Experience Psychology is about… Managing the Emotional Experience…….. Moments of Delight Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 15
  16. 16. What is Customer Experience? 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 and intuitively measured against customer expectations across all moments of contact Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 16
  17. 17. Experience Psychology is about… Managing the Subconscious Experience…….. ‘One figure which always surprises people is that the subconscious processes 200,000 times more information than the conscious mind without us having to focus on it and does that processing before our eyes have even recognised the person or object. It is disposed to process emotions even faster, around 10 times faster than our conscious mind’. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 17
  18. 18. And manipulate your resources correctly… to generate value http://www.research- live.com/magazine/why-we-must- measure-emotion/4003434.article Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 18
  19. 19. PRINCIPLES OF EXPERIENCE PSYCHOLOGY Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 19
  20. 20. 1. We make decisions based on preconceived expectations of what an experience will be, not what it is Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 20
  21. 21. 2. We don’t consider all the elements of an experience, only those most noticeable “A senior executive in the air travel industry relayed how a billion dollar order had been placed with a more expensive supplier on the strength of some strong 7%-38%-55% rule advocacy by another customer. The supplier, they said, had “dug us out of a Words account for 7%, tone of hole” when aircraft had been expensively voice accounts for 38%, and grounded through no fault of the supplier, body language accounts for throwing substantial resources fast at 55% of the liking. They are getting the planes back in the air and often abbreviated as the "3 saying that issues of negotiating payment Vs" for Verbal, Vocal & Visual. could wait until the crisis was solved.” Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 21
  22. 22. 3. We identify a moral code in what you do, even if it is not directly relevant to the purchase in question Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 22
  23. 23. 4. Sometimes we don’t know about the things that influence us, we just subconsciously perceive them Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 23
  24. 24. 5.Emotional twinges affect our ‘in the moment’ decision making and hence behaviour I feel it, I know it, I act on it Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 24
  25. 25. 6.We are prone to be wary of anything that threatens our well-being Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 25
  26. 26. 8. Our memory of an event is not perfect, but subject to change Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 26
  27. 27. 9. We like to follow the herd, be seen as part of the group Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 27
  28. 28. 10. We get bored with the same old, same old. Sometimes innovation for its own sake is important Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 28
  29. 29. Experience Redesign Experience Psychology Template Steven Walden, Senior Head of Research and Consulting www.beyondphilosophy.com
  30. 30. One of the key questions of Customer Experience  How can we design a better experience? • Touchpoint Mapping • Experience Psychology Template Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 30
  31. 31. Traditional Views vs. Perceptual Views Firms tend to see Customer tend to their experience as see their experience a detailed painting as an impression Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 31
  32. 32. Moment Mapping Passenger Passenger/Porters Passenger/All Arrives at Ferry (by Rail , public Baggage Handling  Looks for direction signage Need GST Yes bus, taxi, coach, or private car) assistance by porters (P1.2.1) or airport personnel Refund? (P1.1) (P1.1) (P1.2.2) and heads for destination No Passenger/Ground Passenger/Ground Passenger/ Utilizes Handlers Handlers Customs Airport Approaches Left Unaccompanied Approaches Check- Approaches facilities/ Baggage Counter (P1.4) Left Baggage? No in (P1.5) Counter for GST Refund Services? to retrieve baggage check-in Counter (P1.3) Yes Passenger/Cleaner Passenger/Concessionaire Passenger/Retailer Passenger/Service Passenger Approaches and Makes use of other Approaches and Approaches and Rests at seating enters Washrooms facilities/services (e.g. ATM, enters Retail enters F&B Outlets area (P1.6) (P1.7) money changer etc.) (P1.8) Outlets (P1.9) (P1.10) Passenger/Security/ICA No Approaches Access Point (1.11) No Yes Passenger/Customs Utilizes Airport and proceeds to Immigration Need GST Approach GST facilities/Servi Counter (1.12) to clear Refund? Refund Counter ces? checkpoint and enter Transit (P1.3) Yes Area Passenger/Retaile Passenger/Cleaner Passenger/Concessionaire Passenger/Service 1st/Biz Class Passenger r Approaches and Makes use of other Approaches and Passenger Rests at Seating Approaches and enters Washrooms facilities/services (e.g. ATM, money enters F&B Proceeds to areas (P1.6) enters Retail (P1.7) changer hotel, spa etc.) (P1.8) Outlets (P1.10) Passenger Lounge Outlets (P1.9) Passenger Passenger/Security Passenger/CSO Walks Passenger/Ground Handlers Walks through metal Passenger/Security Approaches through Produces boarding pass detector for Passes through Cabin Gate Hold Room Aerobridge (P1.16) to enter waiting area security screening Baggage screening (P1.14) (P1.13) to board to board to board airplane (P1.15) at Gate Hold at Gate Hold Room airplane airplane Room www.beyondphilosophy.com 32
  33. 33. Moment Mapping ? Passenger Passenger/Porters ? Baggage Handling  Passenger/All Arrives at Airport (by MRT, assistance by porters Looks for direction signage (P1.2.1) or Yes Need GST Refund? airport personnel (P1.2.2) and heads for public bus, taxi, coach, or private (P1.1) destination car) No (P1.1) Passenger/Ground Passenger/ Customs Approaches GST Refund Utilizes Handlers Passenger/Ground Handlers Approaches Left Baggage Counter (P1.4) to retrieve Unaccompanied Left Counter (P1.3) Baggage? Airport Approaches Check-in baggage facilities/ (P1.5) Counter for check- No in Services? Passenger/Ser Yes Passenger/Retaile vice r Approaches Passenger Passenger/Cleaner Passenger/Concessionaire Approaches and enters Washrooms (P1.7) Makes use of other Approaches and and enters Rests at seating facilities/services (e.g. ATM, enters Retail F&B Outlets area (P1.6) money changer etc.) (P1.8) Outlets (P1.9) (P1.10) No No Yes Passenger/Customs Utilizes Airport Passenger/Security/ICA Approach GST Refund Counter Approaches Access Point (1.11) and proceeds to Immigration Counter (1.12) to clear checkpoint and enter Transit Area Need GST Refund? (P1.3) facilities/Servi ces? Yes Passenger/Retaile Passenger/Servic Passenger/Cleaner Approaches and r e 1st/Biz Class Passenger Passenger/Concessionaire Approaches and Approaches and Passenger Rests at Seating areas enters Washrooms Makes use of other facilities/services (e.g. ATM, (P1.6) enters Retail enters F&B Outlets Proceeds to (P1.7) money changer hotel, spa etc.) (P1.8) Passenger Lounge Outlets (P1.9) (P1.10) Passenger/CSO Passenger/Security Approaches Passenger/Security Passes through Cabin Passenger/Ground Handlers Walks through metal detector Gate Hold Room Produces boarding pass (P1.16) to enter waiting Baggage screening (P1.14) Passenger for security screening (P1.15) (P1.13) to board at Gate Hold Room Walks through Aerobridge area to board airplane to board airplane at Gate Hold Room airplane www.beyondphilosophy.com 33
  34. 34. Experience Psychology Example research techniques eyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 34
  35. 35. Repertory Grid: Perceived Experience and Deep Benefits # employees % employees # % mentioning mentioning Employee rating customers customers experience experience of Stena (Bi-polar Customers selecting selecting Employees (Bi-polar attributes) attribute attribute rating 1 to 5) Value for money, inexpensive, cheap / Not  Value for money 17 89.47% good value, higher price, expensive, not competitive 12 52.17% 2.9  Speed of getting to my Fast, quick trip / Long, slow, relaxing, 7 36.84% 11 47.83% 3.2 destination leisurely journey Ability to take my own vehicle 6 31.58% with me Port facilities No hidden extras in the fare 6 31.58% Booking process Experience Extension Low-stress check-in 5 26.32%  Enhanced onboard facilities and activities / Good on-board facilities 4 21.05% 8 34.78% 1.0 Basic or few onboard facilities  Flexibility in amount of luggage I Unrestricted luggage, pets, car / Limited 4 21.05% 6 26.09% 1.2 can take luggage, extra charges Flexibility to change my booking 4 21.05% Wow Missing The enjoyment of the actual The experience (romance, "wow" factor, 2 10.53% 7 30.43% 1.2 journey memorable)/ Basic, forgettable experience Friendly welcoming staff 1 5.26% Superior customer service/ Lack of service 15 65.22% 1.5 Spend on customer service, staff training/ Knowledgeable staff 1 5.26% 6 26.09% 1.7 Poor staff training and low standards Staff who appear to care about 0 0.00% Superior customer service/ Lack of service me. Entertainment during the journey Good facilities in the port www.beyondphilosophy.com 35
  36. 36. Understanding the perception of Experience Subconscious/ Emotional Experience Different Can deal with people Glitzy end of project party Wise Communicate slick Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 36
  37. 37. Further conversations? www.BeyondPhilosophy.com steven.walden@beyondphilosophy.com Atlanta Office: +1-678-638-6162 London Office: +44 (0) 207-917-1717 Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 37
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