www.beyondphilosophy.com
Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dib...
www.beyondphilosophy.com
1. Viewer Window 2. Control Panel
GoToWebinar
Example Interface
Webinar Interface Review
Beyond P...
www.beyondphilosophy.com 3Beyond Philosophy © All rights reserved. 2001-2010
The Beyond Philosophy Perspective
Customer Ex...
www.beyondphilosophy.com 4
We are Proud to Have Helped Some Great Organizations…
Beyond Philosophy © All rights reserved. ...
www.beyondphilosophy.com
Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dib...
www.beyondphilosophy.com
Neuroexpereince
6
Neuroexperience
Biometrics
EEG
fMRI
Neurochemistry
Neurophysics
Neurophysiology...
www.beyondphilosophy.com
Not to worry…
7
Neuroexperience
Think of this webinar as the “Cliffs Notes” version of Neuroexper...
www.beyondphilosophy.com 8
Poll
Knowledge of customer triggers…
 Does your
organization
understand what
really triggers
c...
www.beyondphilosophy.com
Customer Experience: Future Trends & Insights
9
The biggest opportunities in
Customer Experience?...
www.beyondphilosophy.com 10Beyond Philosophy © All rights reserved. 2001-2010
Our Colorful World View…
Visible light Spect...
www.beyondphilosophy.com
Ultra-
violet
rays
Gamma
rays
X- rays
Infrared
rays
FM, TV,
Shortwave, AM
Radar
11Beyond Philosop...
www.beyondphilosophy.com
Neuroexperience
12Beyond Philosophy © All rights reserved. 2001-2010
Seeing things that would nor...
www.beyondphilosophy.com 13
What customers
say they desire
What drives
business value
True Customer Insight…
Based on trad...
www.beyondphilosophy.com
Brain
Brain
INPUTS:
Business Actions
OUTPUTS:
Customer Attitudes
& Behaviors
INPUTS:
Business Act...
www.beyondphilosophy.com
What is Neuroexperience?
15Beyond Philosophy © All rights reserved. 2001-2010
Neuroexperience:
• ...
www.beyondphilosophy.com
What is Neuroexperience?
16
Neuroexperience is
the source code for
all of the customer
behavior, ...
www.beyondphilosophy.com
Why bother?
17
The brain expends only
about 2% of its energy on
conscious activity, with
the rest...
www.beyondphilosophy.com
Why bother?
18
And we want to understand
the full picture…
• to get an unadulterated
view of the ...
www.beyondphilosophy.com
What’s the ultimate in Neuroexperience?
19
Today
Neuropoly
Beyond Philosophy © All rights reserve...
www.beyondphilosophy.com
Think of the brain as real estate…
20
The most important not yet prospected real estate in the wo...
www.beyondphilosophy.com
Monopoly
Objective: secure all the valuable property without “going to jail”
21
Monopoly is a reg...
www.beyondphilosophy.com
Monopoly in Emotional Signature Terms
22Beyond Philosophy © All rights reserved. 2001-2010
Object...
www.beyondphilosophy.com
Orbito
frontal
cortex
Dopamine
pathway
Dopamine
pathway
Orbito
frontal
cortex
Dopamine
pathway
Ox...
www.beyondphilosophy.com
Where is Neuroexperience today?
24
Bio-
metrics
Brain
scans
Measuring normally
subconscious bodil...
www.beyondphilosophy.com
How is Neuroexperience being approached today?
fMRI version of the “Pepsi Challenge”
25Beyond Phi...
www.beyondphilosophy.com
How is Neuroexperience being approached today?
fMRI version of the “Pepsi Challenge”
26Beyond Phi...
www.beyondphilosophy.com
…and that is the lead into Neuroaccounting
27
Customer centric accounting based on quantifying th...
www.beyondphilosophy.com 28Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Some practical drawbacks for “experience” work…
29
fMRI Portable EEG
Beyond Philosophy © All righ...
www.beyondphilosophy.com
Where is Neuroexperience today?
30
Bio-
metrics
Brain
scans
Measuring normally
subconsciousbodily...
www.beyondphilosophy.com
Biometrics reads the nervous systems’ “truth” signs
31
Autonomic Nervous System (ANS) controls in...
www.beyondphilosophy.com
Polygraphs – “Lie Detectors”
32Beyond Philosophy © All rights reserved. 2001-2010
• Typical polyg...
www.beyondphilosophy.com
Biometrics used to improve labelling at Campbell’s Soups
• Researchers interviewed about 40 peopl...
www.beyondphilosophy.com 34Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 35
(Kahneman, 1999)
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 36
(Kahneman, 1999)
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 37
(Kahneman, 1999)
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 38Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 39Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 40Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 41Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Discussion Section Begins
42Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 43Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 44Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Want to be part of the cutting edge?
45Beyond Philosophy © All rights reserved. 2001-2010
• We wa...
www.beyondphilosophy.com
Neuroexperience Webinar
46
Questions
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dib...
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Webinar Neuroexperience on Customer Experience

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  1. 1. www.beyondphilosophy.com 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
  2. 2. www.beyondphilosophy.com 1. Viewer Window 2. Control Panel GoToWebinar Example Interface Webinar Interface Review Beyond Philosophy © All rights reserved. 2001-2010 2
  3. 3. www.beyondphilosophy.com 3Beyond Philosophy © All rights reserved. 2001-2010 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
  4. 4. www.beyondphilosophy.com 4 We are Proud to Have Helped Some Great Organizations… Beyond Philosophy © All rights reserved. 2001-2010
  5. 5. www.beyondphilosophy.com 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
  6. 6. www.beyondphilosophy.com Neuroexpereince 6 Neuroexperience Biometrics EEG fMRI Neurochemistry Neurophysics Neurophysiology Neuroanatomy Beyond Philosophy © All rights reserved. 2001-2010
  7. 7. www.beyondphilosophy.com Not to worry… 7 Neuroexperience Think of this webinar as the “Cliffs Notes” version of Neuroexperience. Beyond Philosophy © All rights reserved. 2001-2010
  8. 8. www.beyondphilosophy.com 8 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 Beyond Philosophy © All rights reserved. 2001-2010
  9. 9. www.beyondphilosophy.com Customer Experience: Future Trends & Insights 9 The biggest opportunities in Customer Experience? • Social Media • Experience Psychology • Neuroexperience Beyond Philosophy © All rights reserved. 2001-2010
  10. 10. www.beyondphilosophy.com 10Beyond Philosophy © All rights reserved. 2001-2010 Our Colorful World View… Visible light Spectrum
  11. 11. www.beyondphilosophy.com Ultra- violet rays Gamma rays X- rays Infrared rays FM, TV, Shortwave, AM Radar 11Beyond Philosophy © All rights reserved. 2001-2010 Views that are normally invisible to us… Visible light Spectrum
  12. 12. www.beyondphilosophy.com Neuroexperience 12Beyond Philosophy © All rights reserved. 2001-2010 Seeing things that would normally be invisible to us… Experience Psychology Social Media Traditional Customer Insights Visible light Spectrum
  13. 13. www.beyondphilosophy.com 13 What customers say they desire What drives business value True Customer Insight… Based on traditional study results Based on actual observation Beyond Philosophy © All rights reserved. 2001-2010
  14. 14. www.beyondphilosophy.com Brain Brain INPUTS: Business Actions OUTPUTS: Customer Attitudes & Behaviors INPUTS: Business Actions OUTPUTS: Customer Attitudes & Behaviors Attention Interpretation Neuroexperience pointofview Non- neuroexperience pointofview Neuroexperience is Opening Up the Black Box 14Beyond Philosophy © All rights reserved. 2001-2010
  15. 15. www.beyondphilosophy.com What is Neuroexperience? 15Beyond Philosophy © All rights reserved. 2001-2010 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.
  16. 16. www.beyondphilosophy.com What is Neuroexperience? 16 Neuroexperience is the source code for all of the customer behavior, attitudes and opinions businesses are interested in! Beyond Philosophy © All rights reserved. 2001-2010
  17. 17. www.beyondphilosophy.com Why bother? 17 The brain expends only about 2% of its energy on conscious activity, with the rest devoted largely to unconscious processing. Beyond Philosophy © All rights reserved. 2001-2010
  18. 18. www.beyondphilosophy.com 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 Beyond Philosophy © All rights reserved. 2001-2010
  19. 19. www.beyondphilosophy.com What’s the ultimate in Neuroexperience? 19 Today Neuropoly Beyond Philosophy © All rights reserved. 2001-2010
  20. 20. www.beyondphilosophy.com 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. Beyond Philosophy © All rights reserved. 2001-2010
  21. 21. www.beyondphilosophy.com Monopoly Objective: secure all the valuable property without “going to jail” 21 Monopoly is a registered trademark of Hasbro Beyond Philosophy © All rights reserved. 2001-2010
  22. 22. www.beyondphilosophy.com Monopoly in Emotional Signature Terms 22Beyond Philosophy © All rights reserved. 2001-2010 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
  23. 23. www.beyondphilosophy.com Orbito frontal cortex Dopamine pathway Dopamine pathway Orbito frontal cortex Dopamine pathway Oxytocin pathway Hypo- thalamus Prefrontal lobe Right amygdala ??? ??? Caudate nucleus Insula Dopamine pathway Anterior cingulate cortex ??? Frustrated Happy Stimulated Irritated Interesting EnergeticNeglectedFocusedStressedSafe Dopamine pathway HurriedExploratoryTrustingDisappointedCaredfor Unsatisfied Striatum Dopamine pathway Dopamine pathway IndulgentPleasedValuedUnhappy 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. Beyond Philosophy © All rights reserved. 2001-2010
  24. 24. www.beyondphilosophy.com 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 Beyond Philosophy © All rights reserved. 2001-2010
  25. 25. www.beyondphilosophy.com How is Neuroexperience being approached today? fMRI version of the “Pepsi Challenge” 25Beyond Philosophy © All rights reserved. 2001-2010
  26. 26. www.beyondphilosophy.com How is Neuroexperience being approached today? fMRI version of the “Pepsi Challenge” 26Beyond Philosophy © All rights reserved. 2001-2010
  27. 27. www.beyondphilosophy.com …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 Beyond Philosophy © All rights reserved. 2001-2010
  28. 28. www.beyondphilosophy.com 28Beyond Philosophy © All rights reserved. 2001-2010
  29. 29. www.beyondphilosophy.com Some practical drawbacks for “experience” work… 29 fMRI Portable EEG Beyond Philosophy © All rights reserved. 2001-2010
  30. 30. www.beyondphilosophy.com Where is Neuroexperience today? 30 Bio- metrics Brain scans Measuring normally subconsciousbodily reactions • Heart Rate • Respiration • Blood Pressure • Galvanic Skin Response (GSR) Neuropoly Visualising brain activity directly • EEG • fMRI Today Bio- metrics Beyond Philosophy © All rights reserved. 2001-2010
  31. 31. www.beyondphilosophy.com 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 Beyond Philosophy © All rights reserved. 2001-2010
  32. 32. www.beyondphilosophy.com Polygraphs – “Lie Detectors” 32Beyond Philosophy © All rights reserved. 2001-2010 • Typical polygraphs measure: • Heart Rate • Respiration • Blood Pressure • Galvanic Skin Response (GSR)
  33. 33. www.beyondphilosophy.com 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 Beyond Philosophy © All rights reserved. 2001-2010
  34. 34. www.beyondphilosophy.com 34Beyond Philosophy © All rights reserved. 2001-2010
  35. 35. www.beyondphilosophy.com 35 (Kahneman, 1999) Beyond Philosophy © All rights reserved. 2001-2010
  36. 36. www.beyondphilosophy.com 36 (Kahneman, 1999) Beyond Philosophy © All rights reserved. 2001-2010
  37. 37. www.beyondphilosophy.com 37 (Kahneman, 1999) Beyond Philosophy © All rights reserved. 2001-2010
  38. 38. www.beyondphilosophy.com 38Beyond Philosophy © All rights reserved. 2001-2010
  39. 39. www.beyondphilosophy.com 39Beyond Philosophy © All rights reserved. 2001-2010
  40. 40. www.beyondphilosophy.com 40Beyond Philosophy © All rights reserved. 2001-2010
  41. 41. www.beyondphilosophy.com 41Beyond Philosophy © All rights reserved. 2001-2010
  42. 42. www.beyondphilosophy.com Discussion Section Begins 42Beyond Philosophy © All rights reserved. 2001-2010
  43. 43. www.beyondphilosophy.com 43Beyond Philosophy © All rights reserved. 2001-2010
  44. 44. www.beyondphilosophy.com 44Beyond Philosophy © All rights reserved. 2001-2010
  45. 45. www.beyondphilosophy.com Want to be part of the cutting edge? 45Beyond Philosophy © All rights reserved. 2001-2010 • 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: qaalfa.dibeehi@beyondphilosophy.com
  46. 46. www.beyondphilosophy.com Neuroexperience Webinar 46 Questions Beyond Philosophy © All rights reserved. 2001-2010
  47. 47. www.beyondphilosophy.com Neuroexperience: Mapping Customer Experience Directly from the Unfiltered Brain’s View Qaalfa Dibeehi, Chief Operating and Consulting Officer Thank You qaalfa.dibeehi@beyondphilosophy.com Atlanta Office: +1-678-638-6162 London Office: +44 (0) 207-917-1717
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