Emotional Signature Webinar

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Emotional Signature Webinar

  1. 1. www.beyondphilosophy.com Emotional Signature® Colin Shaw, Beyond Philosophy Founder, CEO
  2. 2. www.beyondphilosophy.com Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010 Customer Experience is all we do! Thought leadership is our differentiator Offices in London, Atlanta with Partners in Europe & Asia Fourth book – Now Available Focus on the emotional side of the Customer Experience Links with Academia 2
  3. 3. www.beyondphilosophy.com We are Proud to Have Helped Some Great Organizations… Beyond Philosophy © All rights reserved. 2001-2010 3
  4. 4. www.beyondphilosophy.com 1. Viewer Window 2. Control Panel GoToWebinar Example Interface Webinar Interface Review Beyond Philosophy © All rights reserved. 2001-2010 4
  5. 5. www.beyondphilosophy.com 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 © All rights reserved. 2001-2010 5
  6. 6. www.beyondphilosophy.com Price Product Promotion Place Trust Care Valued Pleased Stimulated How What Beyond Philosophy © All rights reserved. 2001-2010 Most organization focus on delivering the 4P’s but fail to realise the enormous power of emotions below the surface 6
  7. 7. www.beyondphilosophy.com The Subconscious mind… Beyond Philosophy © All rights reserved. 2001-2010 The subconscious mind processes 200,000 times more information than the conscious mind, without us having to focus on it. It does that processing before our eyes have even recognised the person or object. Dr Peter Jones Chartered Psychologist AFBPsS CSci 7
  8. 8. www.beyondphilosophy.com What are the subconscious signals your organization giving to customers? We don’t trust you; we think you will steal our pens. We value you; we personalize Your coffee by putting you name on it. Beyond Philosophy © All rights reserved. 2001-2010 8
  9. 9. www.beyondphilosophy.com What is an Emotional Signature®? Following two years of research independently vetted by London Business school we have identified the emotions that drive and destroy a Customer Experience. We call this an Emotional Signature®. This was revealed in our book (see opposite) launched in 2007. Since then we have progressed and improved this process dramatically. Beyond Philosophy © All rights reserved. 2001-2010 9
  10. 10. www.beyondphilosophy.comBeyond Philosophy © All rights reserved. 2001-2010 10
  11. 11. www.beyondphilosophy.com Independent academic endorsement…. Professor Christopher Voss - London Business School (LBS) has guided us with his thoughts, input and validated our approach and methodology. Dr. Jeremy Miles - leading consumer Psychologist and quantitative statistician, Lecturer in Health Sciences at the University of York an now of the Rand Corporation University of Wales, Chair of Experimental Consumer Psychology & visiting Harvard Scholar Specializes in emotional interpretation of complex information (including brands, faces, advertisements), visual attention, and visual memory Professor Jane Raymond Beyond Philosophy © All rights reserved. 2001-2010 11
  12. 12. www.beyondphilosophy.com What are the 20 Emotions the affect business value? Beyond Philosophy © All rights reserved. 2001-2010 • The 2 years of baseline research produced the framework against which we will compare your experience. • The baseline model identified 20 emotions clustered into 4 hidden factors and that drive/ destroy value for business. 12
  13. 13. www.beyondphilosophy.com What does it do? • Identify key rational and emotional factors in the company’s experience • Illuminate the conscious and subconscious levers of value for the business • Statistically prove which attributes of a Customer Experience drive or destroy value Emotional Signature is the first and only robust fit-for-business purpose measurement system to: Beyond Philosophy © All rights reserved. 2001-2010 Emotional Signature identifies the value levers you can pull in your customer experience 13
  14. 14. www.beyondphilosophy.com How do we do this? Emotional Signature Process in Brief Field the Survey 2 years of baseline research identified the 20 emotions that drive/ destroy value Workshop to Select the Experience and Value Indicators and Design the Survey Create emotional profiles Construct the Structural Equation Models (SEM) using PLS and Prioritize the Attributes 1 2 3 4 Final Presentation 65 Beyond Philosophy © All rights reserved. 2001-2010 14
  15. 15. www.beyondphilosophy.com Promoters v Detractors Beyond Philosophy © All rights reserved. 2001-2010 15
  16. 16. www.beyondphilosophy.com Case study examples…
  17. 17. www.beyondphilosophy.com Emotional Profile… Beyond Philosophy © All rights reserved. 2001-2010 •The greens need to be as high a possible •The reds need to be as low as possible 17
  18. 18. www.beyondphilosophy.com •The greens need to be as high a possible •The reds need to be as low as possible Emotional Profile v Financial Services Beyond Philosophy © All rights reserved. 2001-2010 18
  19. 19. www.beyondphilosophy.com Getting a Card 1 Ending my RelationshipExtending my Relationship Servicing my AccountUsing my Card2 3 4 Having Financial Difficulty5 6 Credit card journey Beyond Philosophy © All rights reserved. 2001-2010 19
  20. 20. www.beyondphilosophy.com How do we find out what drives value in the experience? Stimulus: the attributes of the experience the business controls Response: The internal emotional response the customer has, often subconscious Effect: The value outcomes the business is interested in impacting We use Structural Equation Modelling (SEM) 1. It gets at causation not just correlation 2. It finds the levers (root causes) of value in the experience We use a three stroke model: Stimulus – Response - Effect Beyond Philosophy © All rights reserved. 2001-2010 20
  21. 21. www.beyondphilosophy.comBeyond Philosophy © All rights reserved. 2001-2010 21
  22. 22. www.beyondphilosophy.com Structural equation modelling (SEM)– causality in the today experience In the survey, customers were asked to rate aspects of their customer experience (what we call attributes) on a 0 to 10 scale. Using SEM (an analytical tool) the links between touch points, emotions and values you were interested in were identified. Beyond Philosophy © All rights reserved. 2001-2010 22
  23. 23. www.beyondphilosophy.com Typical Emotional Signature Output: Structural Equation Model Beyond Philosophy © All rights reserved. 2001-2010 “What drives value” 23
  24. 24. www.beyondphilosophy.com Workshop to define touch points of the Experience Touch Points • Availability of card that meets my needs on Company A website • Call centre advisors helpfulness • Call centre advisors knowledge • Advisor knowledge when activating my card • Advisor helpfulness when activating my card • Ability to resolve my issues at first point of contact • Call centre advisor understands my needs • Length of time on hold before call is answered • Knowledge of call centre staff • Attitude of staff in call centre • Video on web site explaining account opening procedure • Web site acknowledges me on return • Offer free bag of Jelly babies when getting a new card • Deliver the card in a golden case. Value Indicators • Retention • Net Promoter • Customer Satisfaction • Brand • Repeat business • We work with you to develop these… Beyond Philosophy © All rights reserved. 2001-2010 $$$ As an example, these could have come from the ideation work 24
  25. 25. www.beyondphilosophy.comBeyond Philosophy © All rights reserved. 2001-2010 25
  26. 26. www.beyondphilosophy.com This provides a more detailed explanation of each of these boxes. Desired and affects current value (conscious) • Touch points that are desired and currently drive value. These are the most important. • These touch points are the conscious drivers of value. Customers are consciously aware of these touch points. This has implications about how you overtly communicate to Customers about these. • These touch points are typically marketing and operational levers. Not desired but does affect current value (sub- conscious) • Attributes that are not explicitly desired but currently drive value. • These attributes are the subconscious drivers of value. Customers are unaware of the effect of these attributes on their attitude or behaviour. • These attributes are typically the operational levers the company should manipulate. However, these should not be emphasised in the Customer Experience Desired but does not affect current value (deceptive) • attributes that Customer desire but they do not drive value today. • These are potential areas of opportunity for the organization. • Caution should be used, as not all of these attributes will necessarily drive value tomorrow, they could just increase costs. Not desired and does not affect current value (invisible) • attributes that are not explicitly desired by customers and do not currently drive value. • The attributes should be challenged. Why do you need them? • These attributes potentially represent cost to the business if significant resource is spent implementing them. Desired by the CustomerNot Desired by the Customer AffectscurrentvalueDoesnotaffectcurrentvalue Beyond Philosophy © All rights reserved. 2001-2010Beyond Philosophy © All rights reserved. 2001-2010 26
  27. 27. www.beyondphilosophy.com Desired and drives value (Conscious)  Availability of card that meets my needs on Company A website  Call centre advisors helpfulness  Call centre advisors knowledge  Ability to resolve my issues at first point of contact Not desired but does drive value (Sub-conscious) • Advisor knowledge when activating my card • Advisor helpfulness when activating my card • Call centre advisor understands my needs • Knowledge of call centre staff • Attitude of staff in call centre • Video on web site explaining account opening procedure • Deliver the card in a golden case. Desired but does not affect current value  Offer free bag of Jelly babies when getting a new card  Length of time on hold before call is answered Not desired and does not drive value • Web site acknowledges me on return DesiredNot Desired DrivesValueNotdrivevalue Beyond Philosophy © All rights reserved. 2001-2010Beyond Philosophy © All rights reserved. 2001-2010 27
  28. 28. www.beyondphilosophy.com Structural Equation Model Summary Answers the question: “To what magnitude do the attribute factors drive or destroy business value and which type of value does it drive or destroy” Beyond Philosophy © All rights reserved. 2001-2010 Value Indicators Conscious or Subconscious Attributes Measure of the effect on value. Bigger scores indicate high value leverage (via emotions) 28
  29. 29. www.beyondphilosophy.com Attributes Priority Answers the question: “Which aspects of our experience should we focus on” Beyond Philosophy © All rights reserved. 2001-2010 Attributes How much value is driven. How much desired. 29
  30. 30. www.beyondphilosophy.com Comparison of Top 10 Attributes Answers the question: “How do the priorities differ between segments” Beyond Philosophy © All rights reserved. 2001-2010 Customer segments Attributes 30
  31. 31. www.beyondphilosophy.com Options Beyond Philosophy © All rights reserved. 2001-2010 40 attributes Joining Using Leaving 40 attributes 40 attributes 40 attributes Joining Using Leaving Set A: 40 attributes Set B: 40 attributes Set C: 40 attributes Set A: 40 attributes Set B: 40 attributes Set C: 40 attributes Set A: 40 attributes Set B: 40 attributes Set C: 40 attributes Home Owner Rented Married Joining Using Leaving Set A: 40 attributes Set B: 40 attributes Set C: 40 attributes Set A: 40 attributes Set C: 40 attributes Set A: 40 attributes Set C: 40 attributes Home Owner Rented Married Set A: 40 attributes Set C: 40 attributesCompetitor Overall (1 model) By Journey (3 models) Journey & Customer Segments (9 models) Journey, Cust Segments and competition (12 models) Set B: 40 attributes Set B: 40 attributes Set B: 40 attributes 31
  32. 32. www.beyondphilosophy.com Further conversations? Beyond Philosophy © All rights reserved. 2001-2010 Atlanta Office: +1-678-638-6162 London Office: +44 (0) 207-917-1717 • www.BeyondPhilosophy.com •colin.shaw@beyondphilosophy.com 32

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