Would you like to know what is design human's behavior? What kind of methods do we use to build buziness-model for manage customer experience? What do get from cooperation with us? It's all about in our presentation.

1. HUMAN-CENTERED
business-model
presenting Customer Experience
as the main driver of digitalization
02.18
for winning in the competition between
platforms
adapted to Russian market 2018-2024
powered by behavioral economics

2. goal:
Growth in “young population” segment
2
Job has been done
goal:
Increasing efficiency of the
management staff .
Customer-centric culture.
New СX for employees.
Corporate anthropology,
customer-centric nervous system
new KPI 2017
Increase in business figures in
every department of the central
office
2018
+7%
Consolidating strategy for ecosystem
2017
Growth in the segment
2018
+ 10%
RESULTS
b e h a v i o r a l u n i t . r u

3. goal:
development of sales channels
3
OutcomeJob has been done
goal:
business development
credit cards development
insurance company top-10
goal:
improving business profitability
New СX: offer of credit cards in
merchants. Instant issue of credit cards in
the trade center 7 place
5 place(+2)
38 place
4 place (+34)
2007
Card issue Transactions
2008 2007 2008
+20% +18%
cards quantity profit
New b2b СX: gamification of relations
with distribution
4 place
1 place (+4)
On the first recommendation
in distribution
2010
Growth in sales
faster than in the market
2011
+15%
CX-transformation: behavioral profiling,
CJM, CX-design,
change of corporate environment
2013
Negative profit
2015
6 млрд р
1,3 млрд р
Profit + 4.7 billion rubles for 1.5 years
RESULTS
b e h a v i o r a l u n i t . r u

4. one of the leading banks in Georgia
goal:
increasing market share and
profitability
RESULTS
4
OutcomeJob has been done
one of the leading banks in Ukraine
goal:
growth of market share
CX-transformation
2004
Annual balances Profit acc. to
tariff plans
2006 2004 2006
+300% + 200%
CX-transformation
goal:
profit and market share
+300%
Card issue
2004 2006
2006 2008 2008 20082006 2006
+300% 268%
78%
Retail customers Credit cards Deposits
CX-transformation
2006 2008 2008 20082006 2006
192% 147%
84%
Consumer credit SME Deposits
b e h a v i o r a l u n i t . r u

5. CUSTOMERS
b e h a v i o r a l u n i t . r u

6. TARGET POINT
Increase:
- to 70% LTV customer
- to 20% business profitability
- to 55% firmness toward price increase
- in 2 times repurchase
- in 4 times positive recommendations
https://www.mckinsey.com/industries/retail/our-insights/the-three-cs-of-customer-satisfaction-consistency-consistency-consistency
ORACLE, report https://drive.google.com/drive/folders/1Q_zkuTwrVUMLu2r1oL7TWvJ-B1Xqu-gZ
https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf
From reports:
The victory in platform competition at
the expense of “affectionate”
Customer Experience!
b e h a v i o r a l u n i t . r u

7. WHY DO WE REACH THE RESULTS
3 principles:
1. Integrity. CX – it is not broken to pieces.
2. Management. CX is a management tool.
3. Irrationality. СХ is an individual’s micro-life
Customer experience [CX] is becoming
an integrated asset of a company, that
is reproduced and managed according
to applied methodology of CX-design
and СEM
b e h a v i o r a l u n i t . r u
CX
management model
market strategy
CX
staff
* increased by behavioral economics

8. TYPES OF SERVICES
1. Projects
1.1 Managing and realization of
the ready-made customer
experience (CX) research and
development projects.
1.2 Managing CX-transformation
b e h a v i o r a l u n i t . r u
2. Consulting service
2.1 Management consulting.
This consulting organizes corporate
environment; it can reproduce
customer experience; CX-
transformation is the main
competitive advantage of the
company.
2.2. Strategy consulting.
Consulting in market strategy
development
3. Training
3.1 Training CX-staff
3.2 Holding sessions in CXVS ©
3.3 Level –up of product team.
BECX ©
3.4. Improving the quality of
management decision making.
3.5. Development of the eader
resources: brainwork, willpower,
emotional intelligence.

9. 9
BECX* - the methodology of increasing
the effectiveness of business results during
the whole CJM
BECX is based on:
behavioral economics, JTBD, Desing
Thinking, Decision making, CJM.
*Behavioral economics + Customer Experience
Scientific approach to micro-
interaction with a customer
UNIQUE DEVELOPMENTS:
1. THE METHODOLOGY OF CX- DESIGN
b e h a v i o r a l u n i t . r u
The main expert evaluation.
analysis and modeling the decision
making process by means of Behavioral
Economics (BE)BE
Touch points
beyond economic
relations
Touch points
beyond rationality
Micro-moments
Adjusting the
brand to
experience
CX-creative
The decision-making
map
Segments:
behavioral profiling

10. 12
ARSENDALLAN.COM
b e h a v i o r a l u n i t . r u
2.0
UCPSA
BSU
The main expert
evaluation.
analysis and modeling the
decision making process by
means of Behavioral
Economics (BE)
BE
CXVS © - the model of human-
centric business for
competition between platforms
in the digital economics
UNIQUE DEVELOPMENTS:
2. THE METHODOLOGY OF CX- DESIGN
1. Offer
CX is a complex of interactions between a
client and a company
Un-copied Customer Value.
2. Process of production
BECX – the segments are defined
according to behavioral factors; for every
segment its own experience is
elaborated.
Increase in conversion and business
figures at every CJM step.
3. Means of production
The corporate environment adapts to CX
elaboration as an integrated Customer
Value.
Decreases expenses on the production of
the unique CX.
4. Culture
CX-thinking is a personal and corporative
thinking, when the place and role of
internal and external client is perceived
on the experience map.
Drawing the staff to one ideology to
lower inertia and internal
Whatisit
What
doesit
give
Whatisit
What
doesit
give
Whatisit
What
doesit
give
Whatisit
What
doesit
give

11. Decision-making process
Presale Search/choice Bargain Operation Opinion/comment
1. Behavioral research
2. The search for
micro-moments
1. Struggle against empty
«baskets» and postponed
decisions by means of «pleasure
principle»
2. Scripts to salesmen based on
profiling
3. Behavioral sales scenarios
4. Nudging in POS: interior
and merchandising
5. The choice of product group
and pricing
1. Motivation through
storytelling
2. Viral mechanics of
promo actions
3. Inbound
communications in
trade-marketing
4. Developing
salesmen’s empathy
1. Apsale, cross-sale
through gamification.
2. Lifetime growth
through habitualization
3. Formation of
perceived quality
through micro-
moments design
1. Stimulating positive
comments on the Web
through social benefits.
3. The factors, defining
expected quality
4. Increase in conversion
at the expense of
behavioral profiling
5. Influential
advertisement
New customers capture Activity in product usage
Reduction in
customer outflow
LTV growth
BUSINESS CHALLENGES
b e h a v i o r a l u n i t . r u

12. WHAT DOES A CUSTOMER RECEIVE?
3. MEANS OF PRODUCTION
• The methodology of Customer Experience management
• New CX-processes, which include processes that are
beyond “buy and sell” or service relations.
• The opportunity to make sales schemes in two or more
steps
• New org. structure and positions: CX-owner,
CX-manager, behavioral science unit
• Consulting about the choice and integration of Customer
and Employee engagement IT-platform
• Collecting and analising user’s data methodology: ML +
behavioral under the model of UCPSA ©
4. CULTURE
• Human-centric corporate culture – CX-thinking ©
• The methodology of increasing the customer-centricity
in corporate environment– ECC ©
• Consulting about optimization of Employee Experience
• Training in CX-design and decision making process
b e h a v i o r a l u n i t . r u
The customer receives not only the strategic
management consulting, but also gets an
assistance in forming particular artifacts.
1. OFFER
• Touch points beyond market relations
• Touch points beyond rational choice
• Optimization of touch points with clients
• Consulting in elaboration of a new
customer experience
• Development strategy of Customer Valuе
• New digitalized growing-points and
new marketplaces
• The strategy of adjusting communications and market
positioning to experience
• The strategy of distribution development
2. PROCESS OF PRODUCTION
• The launch of cross-functional CX-design in a company
• More effective new behavioral customer segments
• Knowing the factors, having an impact on customer
behavior
• Customer routs, CJM 2.0
• The history of client actions
• Understanding of its situation

13. KPI AND METRICS
12
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CX activities have an impact on financial
figures and can be quantitatively estimated.
3. MEANS OF PRODUCTION
• Customer LTV
• Customer life cycle
• Customer profitability
• Share of Wallet
• Cross-sales
• Repurchases
• The cost of customer service
4. CULTURE
• The customer-centricity of
corporate environment
• Involvement
1. OFFER
• Positive comments on the Web
• EPSI index
• Satisfaction on every CJM stage
• Market share
• Sales volume
2. PROCESS OF PRODUCTION
• Conversion in touch point
• The cost of behavioral profile cycle

14. 12
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SCENARIOS OF COOPERATION (the beginning)
b e h a v i o r a l u n i t . r u
1. Marketing, products,
development, sales
Work on the CX-design project, BECX © Manager
2. CEO, HR, Queuing
system, segment leaders
Session Intro, 4.5 hours
Speaker
4. HR, Agile leaders,
others
Playing technique CX-design:
level-up team-leaders
Department The subject of cooperation Roles in RBU
5. HRD, CEO
Social design – corporate environment
for lowering the staff inertia during
transformation. Consulting, seminar
Consultant
3. СEO, Queuing
system, retail manager
Customer Experience Management
Diagnostics
CEM - expert
Speaker

15. THEN 2013:
Product approach
The company sold insurances
according to the sociodemographic
segmentation.
Negative profit
-6 billion rubles.
NOW 2015:
CX Value Stream
The company sells experience - «non
stress».
For behavioral segment, arranged
according to «escaping the fear at the
wheel» purchase motive.
Negative profit 1.3 billion rubles.
Increase in profit to 4.7 billion rubles
in 1.5 years
15
Insurance company Тоp-10 in RF
About the company: it was founded 1993,
Systemic Russian insurance company, made the top 10 in
russian insurance market (10th place in 2012, 9th place in
2011, 11th place in 2010). The company took the 10th place in
2013. Its registered capital as of 2014 amounted to
16,1 billion rubles (the 1st place among insurance
companies). Wikipedia.
- about 5000 members of staff, 2013.
- 89 regions
Transformation project: 1.5 years
Price: 250 million rubles
CASE
b e h a v i o r a l u n i t . r u

16. Actions
16
1. Behavioral profiling.
Searching for break-even segments.
After adding purchase motive to a set
of criteria, new homogeneous profiles
are found, such as:
«Loaded» – individual, who bought
insurance with credit.
«One’s own underwriter» - individual,
who buys insurance in case his
expenses for car repair after RTI are
more than the cost of insurance.
There are 7 profiles, including
profitable ones:
«Complimentary» - when the
insurance is given as a gift together
with a car.
«The true insurant» - individuals, who
buy comprehensive insurance not
only to evade a problem during RTI,
but to overcome fear when driving a
car.
2. Measuring
individual experience, CJM.
Analysis of target segment
experience. Defining the
characteristics for identifying the
right user. Revealing of purchase
scenarios.
3. Designing the new experience,
СX
Revealing the Value for this segment
and adaptation products, processes,
communications to Customer
Experience.
For example, it was revealed, that it is
very important to feel insurance
protection for this segment.
That’s why the company increased the
number of communications with clients
from 5 contact points to 25. But the
design of such touch points meant only
contextual communication, which can’t
be perceived as intrusion or worrying
by the customer.
4. Transformation of the whole
corporate environment
The audit of all processes is performed.
It includes all the services of the
company: underwriting, settlement of
losses, sales, Web site, call-center and
many others. Every department
adapted its processes to display the
“non-stress” of customer experience.
More than 80 CX-projects
in 1.5 years.
The projects include:
- positioning
- branding
- advertisement communications
- internal communications
- products
- sales channels
- customer service channels
- Customer interaction processes
- compliance
- settlement of losses
- Web site
- sales offices
- pricing and others
b e h a v i o r a l u n i t . r u

17. Examples of «non-stress» strategy realization
17
b e h a v i o r a l u n i t . r u

18. 11%
The results of СХ-transformation
40 thousand rub.
32nd place
78% the
lowest price
18
Then 2013 Now 2015
The reason of purchase
61% friend’s advice
Cost of services,
comprehensive insurance
The share of target segment 40%
Reputation, national rating
3rd place
67 thousand rub.
+70%
Staff
Unprofitability,
comprehensive insurance
Revenue
№159th placePositive comments on the Web
21 billion rub. 15 billion rub.
120 % 98%
Profit -6 billion rub. - 1.3 billion rub. increase to 4.7 billion rub.
5000 people 3700 people
Transformation project: 1.5 years
Price: 250 million rubles
Repurchase
Cross-sales
+ 12%
+ 9%
b e h a v i o r a l u n i t . r u

19. a@arsendallan.com
fb:arsen.dallan
+7 985 361 85 31
STAY #1 !
19
b e h a v i o r a l u n i t . r u
HUMANIZE
DIGITALIZATION!

20. DO YOU WANT TO KNOW MORE ABOUT US?
20
b e h a v i o r a l u n i t . r u

21. Who are we?
Russian Behavioral Unit –
consulting company engaging in CX
and Digital transformation.
• 12 years of experience in
financial sector
• >200 CX-projects in 7 countries
• scientific recognition in
behavioral science all over the world
b e h a v i o r a l u n i t . r u
society
business
science
government
Analysis and
design of
behavior:
Individual
• Citizens
• Small business
• Customers
• Staff
• Companies in
the market

22. CHALLENGE
In 2018-2020 8 out of 10 major
companies are going to make digital
and agile transformation. All the
companies will be digital and flexible.
What means are you planning to
compete by*?
b e h a v i o r a l u n i t . r u
Fighting against
ineffective model of
digital transformation!
* If you don’t have an answer to this question, we recommend you to order the session Intro to Humancentic business model

23. Research manager
f
CX-design manager
Humancentric Ed
CEM - consultant
EX designer
Social designer
Consultant in
human-centric
business-model
RBU roles
b e h a v i o r a l u n i t . r u
SERVICE MAP ACCORDING TO
CXVS METHODOLOGY©
managementprojects
strategy
1. Offer
CX is a complex of
interactions between a client
and a company
Un-copied Customer Value.
2. Process of production
BECX – the segments are
defined according to
behavioral factors; for every
segment its own experience is
elaborated.
Increase in conversion and
business figures at every CJM
step.
3. Means of production
The corporate environment
adapts to CX elaboration as
an integrated Customer
Value.
Decreases expenses on the
production of the unique CX.
4. Culture
CX-thinking is a personal and
corporative thinking, when
the place and role of internal
and external client is
perceived on the experience
map.
Drawing the staff to one
ideology to lower inertia and
internal

24. Strategy
consulting
b e h a v i o r a l u n i t . r u
LIST OF SERVICES
Project
consulting
Management
consulting
culture,meansofproductionofferandprocessofproduction
Role Weak points Job is being done Uniqueness Result Metrics
Human-centric
business-model
consultant
Price competition Introduction, Strategic vision,
Implementation
СEM -diagnostics
Applied methodology
CEM management -CXVS©
Competitive advantage, that
can’t be imitated.
Weak point
LTV
Research
manager
Lack of wow –
effect in the service-
design
Checking over the research
methodology, cooperation with
customers, plunging into the context
We don’t analyze
rationalization , we analyze
factors which influence the
behavior. Powered BE.
Debiased insights Conversion,
EPSI , NPS,
market share,
revenue, sales
volumeCX-design
manager
Behavioral profiling СJM, Decision
making map, СХ-creative, Staff training,
pilot project kick-off, rollout support
Methodology
BECX © - contextual
booster
Launching of СX prototypes:
product, processes,
communications.
CEM-consultant Innovation
inefficiency
Defining Kpi, functionality and place in
the new position and department
structure. Collecting data, working
with cjm 2.0, teaching BECX
methodology, It-platform consulting
Methodology CXVS © Touch point management
during the whole life circle
Cross-sells,
customer
retention,
repeated
purchases
Humancentric
Ed
Lack of CX-
competence
Training СХ and BE staff,
improving the competences of the staff
World expertise at the
price of independent
consultant
Working СХ manager, owner
and etc.
Active Behavioral insight unit
EX design Non-involvement Changing the behavior through
environment, not by means of
persuasion.
Growth in motivation and
involvement
Index of
involvement,
index of
customer-
centricitySocial design Resistance to
changes
Launching the social mechanics into
corporate environment
Growth in Employer Value

25. Leading to a healthy
lifestyle and ECO
behavior
Road safety and emotional urban
environment
Softskills
bureaucrats
Government
Breaking down
the behavioral
barriers for
Digital
economics
Civil security
Experience
designG2P
Experience
designG2B
OTHER TYPES OF ACTIVITIES IN RBU
b e h a v i o r a l u n i t . r u

26. PRODUCT TARGET AUDIENCE
1. Making the design of the daily interaction “resident – environment”
leading to anti-terrorist behavior.
Research and advice services.
2. Elaboration of measures against occupational hazard in the power-
wielding agencies
Research and advice services.
The Federal Security Service, National
Counterterrorism Committee, Federal Emergency
Operating Center, Ministry of Emergency Situations
Individuals, making decisions about cooperation:
Ministry of Internal Affairs, Federal National Guard
Troops Service
Target audience: «young» officers with 3 years of
service, for example «neighborhood police inspector»
Elaboration of prototypes to optimize the services Digital
Economics corresponding to user’s real behavior:
- CX, UX, UI government portal
- CX-rating of government portals
Research and advice services
- Managers of “Digital Economics” program, Ministry of
Communication and Mass Media, Moscow City
Government
- Individuals responsible for government portals,
- regional portals
Developing overfunctional skills of government employees: the
theory of decision making, theory of games, emotional intelligence
and etc.
Training course
Individuals, making decisions about cooperation: heads of
departments
Trainees: deputy heads of departments
SECURITY
DIGITAL ECONOMICS
(DE)
MANAGEMENT
EFFICIENCY
TRANSPORT AND
URBAN ENVIRONMENT
1. Research into the behavioral and neuophysiological factors of decreasing
crush rates and traffic load
Research and advice services
2. Making the prototypes of emotional urban environment to increase the
assessment of living standards made by citizens, without changing
economic components.
Research and advice services.
The head of transport department,
Federal Authority for Road Traffic Safety,
Centre of the traffic organization
The head of health service department,
The head of ecology department
HEALTH AND
ECOLOGY
Making the design of environment, leading citizens to a healthy lifestyle and
ecological behavior.
Research and advice services.
The head of health service department,
The head of ecology department
b e h a v i o r a l u n i t . r u
THE LIST OF PRODUCTS
FOR GOVERNMENT

27. TEAM AND PARTNERS
Corporate transformation
Technological
CX-platform
Big Data, ML
27
Behavioral researches
15 leading Russian and international
consultants with working experience at
such companies as Alfa-bank, Raiffeisen
bank,Mail.ru and etc. Experts in СX, UX,
business transformation and behavioral
economics.
.
b e h a v i o r a l u n i t . r u

28. 28
b e h a v i o r a l u n i t . r u
Arsen Dallan
The main expert on studying and modeling the behavior
Professor executive МBA
Antwerp Management School
Candidate of philosophical sciences
«National identity in globalization»
Strategy manager
behavioral science
unit affiliated to the government of Russian Federation
Author of international books about behavioral economics in
business and social development
FOUNDER
biography

29. ** Behavioral economics, BE – interdisciplinary
science about making decisions in a context of
uncertainty, it combines neurobiology,
economics, psychology, sociology, philosophy.
b e h a v i o r a l u n i t . r u
* CX, customer experience – a complex of all
micro-interactions between a client and a
company from the very moment when the
client hears about the company for the first
time.
a@arsendallan.com
fb:arsen.dallan
+7 985 361 85 31
HUMANIZE
DIGITALIZATION!
STAY #1!