The newly discovered role of the subconscious experience in customer retention Steven Walden

Agenda

Agenda

The Subconscious is Located Beneath Conscious Awareness 4Ps rational understanding Subconscious & Emotional understanding CSAT Implicit measures

Traditional Research Fails to Measure the Subconscious 4Ps rational understanding Subconscious & Emotional understanding CSAT Implicit measures

Intention – Left brain Behaviour – Right brain Traditional research Subconscious research

Subconscious Experiences Are All Around Us

The Subconscious Works Through Experience Clues

Decisions are Not Just Rational! Confirmed By Neuroscience and Nobel Prize Winner The rational model is one in which the beliefs and desires are supposed to be determined. We were real believers in decision analysis 30 years ago, and now we must admit that decision analysis hasn’t held up Professor Daniel Kahneman (winner 2002 Nobel Prize for Economics) Emotions are in the loop of reason Professor Antonio Damasio

The rational model is one in which the beliefs and desires are supposed to be determined. We were real believers in decision analysis 30 years ago, and now we must admit that decision analysis hasn’t held up

Professor Daniel Kahneman (winner 2002 Nobel Prize for Economics)

Emotions are in the loop of reason

Professor Antonio Damasio

How Subconscious Research is Currently Conducted

Agenda

Objective Confirm link To discover if there is a link between the subconscious feelings of consumers and retention i.e., tenure and £ per month Understand link To discover how these subconscious feelings communicate to high retention clients and consumers

Confirm link

To discover if there is a link between the subconscious feelings of consumers and retention i.e., tenure and £ per month

Understand link

To discover how these subconscious feelings communicate to high retention clients and consumers

Background – Harvard and Jung ‘ … the IAT is based on the assumption that it will be easier to respond to concepts that are strongly associated than to weakly associated concepts…’ Fazio and Olson, 2003 ..so, the higher the speed of association a word has with a brand logo the more we can say it is subconsciously associated with it…..….. ‘ … Carl Jung theorized that …people connect ideas, feelings, experiences, by way of associations… these influence behaviour’ Project Implicit, Harvard University

You Say Mother…. I say Father.. Speed of Response Counts Happy Pleased Satisfied Contented Excited Cared for Interested In control Important Influential Good emotions Annoyed Sad Unhappy Despairing Bored Sluggish Submissive Dominated Bad emotions Irritated Hurried Neglected Unsatisfied Stressed Disappointment Frustrated Interesting Energetic Stimulated Exploratory Indulgent Trusting Valued Focused Safe cartoonstock,.com

Happy

Pleased

Satisfied

Contented

Excited

Cared for

Interested

In control

Important

Influential

Annoyed

Sad

Unhappy

Despairing

Bored

Sluggish

Submissive

Dominated

Irritated

Hurried

Neglected

Unsatisfied

Stressed

Disappointment

Frustrated

Interesting

Energetic

Stimulated

Exploratory

Indulgent

Trusting

Valued

Focused

Safe

Subliminal Response to Brand identity - useful for Packaging and Logo Design Fastest response Slowest response

Agenda

We Profile the Emotions By Speed of Response Fast Slow POSITIVE emotions Fast Slow Blue Chip Brand In Blue: Lower the bar the quicker the emotional response NEGATIVE emotions Other Brands In Orange: Higher the bar the slower the emotional response Full sample profile Non-buyers profile Milliseconds Milliseconds Blue chip mobile brand Neutral brands – the benchmark neutral line

Retention is Subconsciously Felt: There is Tribal Loyalty Fast Slow All (Non-buyers and buyers) associate POSITIVE emotions more ‘quickly’ with the blue-chip Mobile Provider than the neutral brand set They are saying: ‘I recognise this provider and even though I don’t buy it I like mobiles’ EVERYONE LIKES MOBILES POSITIVE emotions Blue Chip Mobile Brand Other Mobile Brands Full sample profile Milliseconds

All (Non-buyers and buyers) associate POSITIVE emotions more ‘quickly’ with the blue-chip Mobile Provider than the neutral brand set

They are saying: ‘I recognise this provider and even though I don’t buy it I like mobiles’

EVERYONE LIKES MOBILES

Retention is Subconsciously Felt: There is Tribal Loyalty Non- buyers of the blue-chip brand associate the NEGATIVE emotions more ‘quickly’ with the blue-chip Mobile Provider They recognise the provider They dislike the provider more than you would expect I DISLIKE MOBILES - ‘NOT MY BRAND’ Fast Slow NEGATIVE emotions Milliseconds Non-Buyers profile Blue Chip Mobile Brand Other Mobile Brands

Non- buyers of the blue-chip brand associate the NEGATIVE emotions more ‘quickly’ with the blue-chip Mobile Provider

They recognise the provider

They dislike the provider more than you would expect

I DISLIKE MOBILES - ‘NOT MY BRAND’

Attitude Scores Hide Subconsciously Held ‘True Feelings’ f =12 models 90% statistical significance; PLS 12 different scenarios to test the data (e.g., raw time, raw time in bands of 0-10 et al.) Satisfaction Recommendation Preference Expectations Continuation of use POSITIVE SUBCONSCIOUS EMOTIONS NEGATIVE SUBCONSCIOUS EMOTIONS NEUTRAL EFFECT NEUTRAL EFFECT

12 different scenarios to test the data (e.g., raw time, raw time in bands of 0-10 et al.)

Satisfaction

Recommendation

Preference

Expectations

Continuation of use

Attitude Scores Need Feelings Because… they do not feel subconsciously satisfied

Retention is Driven by Positive Subconscious Feelings! Normally, no link is found or <5% Tenure is not usually as highly explained Retention Effects Positive Emotions Behaviour (£per month) 44% Tenure 56% Retention (Tenure and spend - £s per month) POSITIVE SUBCONSCIOUS EMOTIONS NEGATIVE SUBCONSCIOUS EMOTIONS DRIVE NEUTRAL EFFECT

Retention (Tenure and spend - £s per month)

The Magic Dust of Research: The Link to Retention– Subconscious Loyalty The more retained (tenure and spend) the more subconsciously attached I am to your brand experience The more retained (tenure and spend) with another brand the more there is a subconsciously felt ‘detachment’ from you

The more retained (tenure and spend) the more subconsciously attached I am to your brand experience

The more retained (tenure and spend) with another brand the more there is a subconsciously felt ‘detachment’ from you

We Put a Value on the Subconscious Retention emotions!

“ Gut-Reaction” Drives Consumer Decision-Making ‘ 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’. Dr Peter Jones

‘ 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’.

Dr Peter Jones

Based on Our Results What Should We Do Next?

Step 1: Define Which Subconscious Emotions Link to Value The brand feels/acts like… Link to Value Cared for, pleased, in control Retention - Tenure

Step 1: Define Which Subconscious Emotions Link to Value The brand feels/acts like… Link to Value Cared for, pleased, in control Happy and pleased Retention - Tenure Retention Spend per month

Step 1: Define Which Subconscious Emotions Link to Value The brand feels/acts like… Link to Value Cared for, pleased, in control Happy and pleased Unhappy, annoyed, sluggish, submissive Retention - Tenure Retention Spend per month Conscious Attitudes

Step 2: Understand What This Means Subconsciously Cared for, pleased, in control Happy and pleased Unhappy, annoyed, sluggish, submissive Subconscious feel says ‘fun’ but executed in a poor way Subconscious feel says ‘care’ and executed in an excellent way Subconscious feel says we are scared, we don’t know what to do or how to do it! (pre-2009) Our blue-chip customer feels the brand is Possible Examples

Step 3: Reposition Your Subconscious Experience The Blue-Chip Company should…. Possible Examples Cared for, pleased, in control Happy and pleased Unhappy, annoyed, sluggish, submissive Subconscious feel says ‘fun’ but executed in a poor way Subconscious feel says ‘care’ and executed in an excellent way Subconscious feel says we are scared, we don’t know what to do or how to do it! (pre-2009)

Possible Examples of Subconscious Roles Beyond Philosophy Full Model NEGATIVE DOMINANCE Subconscious feel from media reports says: ‘big bad corporation’ The ‘Power’ emotions are important in the Subconscious Experience hypothesis Happy and pleased Unhappy, annoyed, sluggish, submissive Cared for, pleased, in control Subconscious feel says ‘fun’ but executed in a poor way Subconscious feel says ‘care’ and executed in an excellent way Subconscious feel says we are scared, we don’t know what to do or how to do it! (pre-2009)

Why Bother? The Subconscious Experience drives and destroys the value you get from retention: We have seen how ..Subconscious positive emotions drive retention behaviour : they affirm our beliefs when we have ‘skin in the game’ We have seen how .. Consciously measured Attitude (e.g., satisfaction) hides consumers ‘true’ subconsciously held feelings We have seen how .. Retained buyers feel subconsciously different to non-buyers i.e., there is a subconscious barrier to change By focusing on Subconscious feelings you are using a unique competitive differentiator; be one of the first to focus on this ! By using IAT you can understand your subconscious experience and manage this for growth….. This can be your competitive difference

The Subconscious Experience drives and destroys the value you get from retention:

We have seen how ..Subconscious positive emotions drive retention behaviour : they affirm our beliefs when we have ‘skin in the game’

We have seen how .. Consciously measured Attitude (e.g., satisfaction) hides consumers ‘true’ subconsciously held feelings

We have seen how .. Retained buyers feel subconsciously different to non-buyers i.e., there is a subconscious barrier to change

By focusing on Subconscious feelings you are using a unique competitive differentiator; be one of the first to focus on this !

Recommendations It is critical to understand how the subconscious impacts your experience Use IAT to understand this Design a new emotionally engaging experience around the subconscious Use Moment Mapping® / Emotional Signature® to do this

It is critical to understand how the subconscious impacts your experience

Use IAT to understand this

Design a new emotionally engaging experience around the subconscious

Use Moment Mapping® / Emotional Signature® to do this

More Info Presenter: Steven Walden [email_address] Tel: 0207 917 1717 Beyond Philosophy www.beyondphilosophy.com