Presentación utilizada por Colin Shaw, Fundador y CEO de Beyond Philosophy, durante su ponencia en el VII Congreso DEC

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The next wave of change
for CX in 2021

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RATIONAL
ACTION
SUBCONSCIOUS PSYCHOLOGYEMOTIONS
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Your policy documents
should be with you in 5
days

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Your policy documents
WILL be with you in 5
days
Return call dropped from 76% to 6% in 3 weeks

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The waves of change…
TQM
BPR
CRM
CX Customer
Science

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Loyalty is a
function of
memory

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HIERARCHY OF EMOTIONAL VALUE

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What customers say
they desire
What drives business
value

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Doctor to spend enough time with me
WHAT PATIENTS SAY THEY
DESIRE
• Staff listen to me
WHAT ACTUALLY DRIVES
BUSINESS VALUE
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Desired by Customer
Being appreciated as a customer
Known for reliability
Acts in socially responsible ways
Is a familiar brand in my area
Delivering on it's promises
Proactively evaluating that I'm on the right plan
Customer service representatives are knowledgeable
Speed of problem resolution
Customer service representatives are empowered to solve my
problemCustomers service representatives take the time to understand my
situation
These are the attributes/touch points of the Customer Experience.
Some rational, some emotional
Drives / Destroys
Value
Unmet customer
needs
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TOP 10 EMOTIONS
THE PURPLE IS
WHAT DRIVES OR
DESTROYS VALUE
($$$)
THE GREEN IS
WHAT CUSTOMER
SAY THEY WANT
SUBCONSCIOUS:
CUSTOMER DOES
NOT SAY THEY
WANT THIS BUT IT
DRIVES A LOT OF
VALUE
DECEPTION:
THE CUSTOMER
SAYING THEY WANT
THIS
(LARGE GREEN
LINE) BUT IT
DOESN’T DRIVE
VALUE

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We don’t choose between
experiences, we choose
between memory of an
experience.

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EXPERIENCING SELF
REMEMBERING SELF
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MEMORIES ARE FORMED BY THE ‘PEAK END RULE’
Professor Daniel Kahneman
ENDPEAK

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Memories are
structured like
fishing nets.

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We examine our
memories…

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Similar
experience
What others have
told you
All Media
Previous
experience

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Amazon today

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Memory Map Predictive & proactive,
experiences
Anticipation Proactive Easy

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• Embrace the fact Customers are
irrational
• Remember, we don’t choose between
experiences we choose between the
memory of an experience
• Discover what drives value
• Define the emotions you are trying to
evoke
• With Big Data and AI we are able to
predict Customer behavior and design
of experience that anticipation
Customer needs
Summary

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