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The Benefits of Explicit/Implicit Hyper-Personalization (Rafal Ohme, Digital Emotions)

Presentation by Rafal Ohme, Digital Emotions, at the 20 June 2019 CX Emotion conference (

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The Benefits of Explicit/Implicit Hyper-Personalization (Rafal Ohme, Digital Emotions)

  2. 2. X I X c e n t u r y age of steam & electricity X X c e n t u r y age of information X X I c e n t u r y age of personal information HYPER-PERSONALIZATION of products & services
  3. 3. giving a voice NEW HABIT FEEDBACK n e w c u r r e n c y integration of O+X data INTELLIGENT ENTERPRISE
  4. 4. CX FEEDBACK cognitive & social BIAS predicting behavior is not accurate SECURITY RIBBON a smart tech tool
  5. 5. CX/CI • Confidence Index [CI] – How much do you hesitate? Confidence Index – a security ribbon’ in CX feedback • CX/CI is based on dual processing, consolidation of the memory trace and attitudes accessibility phenomena • The algorithms estimate how much you hesitate when you state your opinion. The more certain you are the more relevant something is for you or more likely it is you will do what you have promised • Research on CX/CI since 2004 • off-line; on-line; mobile
  6. 6. 55.7%60.8% 55.3% REALCX 85.1%96.2% 84.9% Scottish Independence Referendum 2014 Polish Presidential Elections 2015 CX/CI 74.9%76% 74.6%French Presidential Elections 2017 6 CX/CI predicts voters’ turnout more accurately
  7. 7. SYSTEM 1 HOT SYSTEM 2 COLD MODERN ECONOMY has begun CLASSICAL ECONOMY has ended 2002 Daniel Kahneman Two operational systems in the brain CX/CI scientific background - Dual Processing
  8. 8. Anthony Greenwald, Washington University The IAT as a measure of implicit consumer attitudes [in:] R. Ohme (Ed) Implicit Processes in Cognition (2001) Mahzarin Banaji, Harvard University Two factors moderate the relationship between implicit and explicit attitudes [in:] R. Ohme (Ed) The nature of automaticity (2002) Anthony Greenwald and Mahzarin Banaji, IAT authors have published their works in books by Prof. Ohme, NEUROHM founder. Russel H. Fazio Ohio State University Attitudes: Insights from the new implicit measures. New York: Psychology Press. (2009) Harvard University hosts a digital platform for the most recognized RT tool in academic world – Implicit Association Test (IAT) to measure social sensitive issues, eg. racial prejudice - Attitude accessibility Fazio & Williams (1986). Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the 1984 presidential election. JPSP, 51, 505- 514. Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. JCR, 16, 280- 288. Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychological insights and perspectives (pp. 41-62).
  9. 9. neuron activation STM - „neural loop” activation LTM – structural changes due to the prolonged activation memory trace consolidation WHAT FIRES TOGETHER, WIRES TOGETHER Donald Hebb (1949) - Consolidation of the memory trace
  10. 10. 10 CX/CI EMOTIONS selected examples
  11. 11. 11 eco, family, prestige, unique CX/CI_WHAT YOU NEED IN A CAR
  12. 12. CX/CI Hyper Personalization for family prestigous eco friendly CAR good mood in a hurry motivated CLIENT
  13. 13. CX/CI Hyper Personalization stres discipline knowledge motivation PATIENT
  14. 14. 14 CX/CI_ LIPSTICK TO MAKE YOU FEEL GOOD stand out, blend in, be confident
  15. 15. 15 adrenaline, chill- out, rebel, rider CX/CI_ A BIKE TO MAKE YOUR DAY
  16. 16. 16 endurance app crisis early detector in dieting CX/CI_ MOTIVATE TO NEVER GIVE UP
  17. 17. 17 • With CX/CI we want to capture a feedback free from conformity, post- conscious rationalization or wishful thinking • We want to ENGAGE humans to better KNOW themselves and to increase SELF AWARENESS in the digital and machine driven near future CX/CI WHY we do it – CX/CI
  18. 18. 18 Thank you KINGA ADRIANRAFAL