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Infusing Emotion Into Your Customer Experience

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Focusing on emotion can lead to improved customer loyalty. In this session, learn the realities of emotion, what drives emotion, and how to design for it."

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Infusing Emotion Into Your Customer Experience

  1. 1. Infusing Emotion Into Your Customer Experience Bruce Temkin, CCXP CX Transformist & Managing Partner Temkin Group
  2. 2. Bruce Temkin, CCXP CX Transformist & Managing Partner Bruce Temkin is widely viewed as a customer experience visionary. He has worked with hundreds of large organizations on defining and accelerating their customer experience journeys. His company, Temkin Group, is a leading research and consultancy focused on enterprise-wide customer experience transformation. It helps many of the world’s largest brands lead their transformational journeys towards customer-centricity and build loyalty by engaging the hearts and minds of their customers, employees, and partners. Bruce is also the co-founder of the Customer Experience Professionals Association.
  3. 3. Copyright @2016 Temkin Group. All rights reserved.
  4. 4. Copyright @2016 Temkin Group. All rights reserved.
  5. 5. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion Emotion Effort Success Customer Experience 1. Companies focus on it the least
  6. 6. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 9% 15% 18% 15% 25% 27% Emotion Effort Success Very good Good Effectiveness at measuring three elements of CX (200+ large organizations)
  7. 7. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 2. Customers give it low marks
  8. 8. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 2. Customers give it low marks 2016 Temkin Experience Ratings 80%60% 70% Very Poor Poor Okay Good Excel- lent 50% Emotion 64%35% 50% 63%54% 77% Success Effort 64%48% 80%
  9. 9. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 2. Customers give it low marks (But not for everyone) Industry Leaders in 2016 Temkin Emotion Ratings
  10. 10. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 2. Customers give it low marks 3. It drives loyalty Success Effort Emotion Likely to Recommend (Promoters) LOW Ratings HIGH Ratings
  11. 11. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 2. Customers give it low marks 3. It drives loyalty 8% 7% 6% Success Effort Emotion Likely to Recommend (Promoters) LOW Ratings HIGH Ratings
  12. 12. Copyright @2016 Temkin Group. All rights reserved. Three Realities of Emotion 1. Companies focus on it the least 2. Customers give it low marks 3. It drives loyalty Success Effort Emotion Likely to Recommend (Promoters) 8% 7% 6% 66% 67% 76% LOW Ratings HIGH Ratings
  13. 13. Copyright @2016 Temkin Group. All rights reserved. What drives emotion?
  14. 14. Copyright @2016 Temkin Group. All rights reserved. What drives emotion? S mula on Iden fica on Personal, internal reac on to experience How people view themselves within the context of a larger group
  15. 15. Copyright @2016 Temkin Group. All rights reserved. What drives emotion? Sensory Stimulation Identification
  16. 16. Copyright @2016 Temkin Group. All rights reserved.
  17. 17. Copyright @2016 Temkin Group. All rights reserved.
  18. 18. Copyright @2016 Temkin Group. All rights reserved.
  19. 19. Copyright @2016 Temkin Group. All rights reserved. What drives emotion? Sensory Feeling Stimulation Identification
  20. 20. Copyright @2016 Temkin Group. All rights reserved.
  21. 21. Copyright @2016 Temkin Group. All rights reserved.
  22. 22. Copyright @2016 Temkin Group. All rights reserved. What drives emotion? SocialSensory Feeling Stimulation Identification
  23. 23. Copyright @2016 Temkin Group. All rights reserved. Remember these guys?
  24. 24. Copyright @2016 Temkin Group. All rights reserved.
  25. 25. Copyright @2016 Temkin Group. All rights reserved.
  26. 26. Copyright @2016 Temkin Group. All rights reserved. What drives emotion? Social ValuesSensory Feeling Stimulation Identification
  27. 27. Copyright @2016 Temkin Group. All rights reserved.
  28. 28. Copyright @2016 Temkin Group. All rights reserved.
  29. 29. Copyright @2016 Temkin Group. All rights reserved. How do you design for emotion?
  30. 30. Copyright @2016 Temkin Group. All rights reserved. How do you design for emotion? 1. Talk about emotion
  31. 31. Copyright @2016 Temkin Group. All rights reserved. How do you design for emotion? 1. Talk about emotion Ambivalent Apprecia ve Adoring Agitated Angry Five A’s of Emo onal Response
  32. 32. Copyright @2016 Temkin Group. All rights reserved. How do you design for emotion? 1. Talk about emotion 2. More qualitative research
  33. 33. Copyright @2016 Temkin Group. All rights reserved. How do you design for emotion? 1. Talk about emotion 2. More qualitative research 3. Focus on customers’ journeys, not your interactions
  34. 34. Copyright @2016 Temkin Group. All rights reserved. Customer Journey Thinking TM
  35. 35. Copyright @2016 Temkin Group. All rights reserved. Customer Journey Thinking TM Always ask five questions: 1. Who is the customer? 2. What is the customer’s real goal? 3. What did the customer do right before? (repeat three times) 4. What will the customer do right afterwards? (repeat three times) 5. What will make the customer happy?
  36. 36. Copyright @2016 Temkin Group. All rights reserved. Don’t satisfy customers
  37. 37. Copyright @2016 Temkin Group. All rights reserved. Don’t satisfy customers Make them FEELHAPPY!
  38. 38. Copyright @2016 Temkin Group. All rights reserved. Bruce Temkin, CCXP Customer Experience Transformist & Managing Partner Temkin Group www.temkingroup.com Twitter: @btemkin Blog: THECXBlog.com Customer Experience Matters® INTENSIFYEMOTION.com Thanks!
  39. 39. Q&A
  40. 40. Thank You!

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