Qualfa - Pazarlama Zirvesi 2011

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Qualfa - Pazarlama Zirvesi 2011

  1. 1. Customer Experience, ElectricSocks and Baby Monkeys:Key principles of customer experienceQaalfa Dibeehi, Chief Operating and Consulting OfficerBeyond Philosophy www.beyondphilosophy.com
  2. 2. Private Party The customer is like Studio 54 • They have a serious door policy that filters most of us out Businesses are like the people trying to get in • We will bribe, beg & borrow to get inTwitter: @qaalfadibeehi www.beyondphilosophy.com 2
  3. 3. Private Party The customer is like Studio 54 • They have a serious door policy that filters most out Businesses are like the people trying to get in • We will bribe, beg & borrow to get in Three basic strategies to get in • Keep coming back night after night hoping to get picked • Study the doorman to know what he’s looking for • Become a celebrity in your own right and get a VIP inviteTwitter: @qaalfadibeehi www.beyondphilosophy.com 3
  4. 4. Private Party Customer Experience is a proven approach for the business to get that VIP pass!Twitter: @qaalfadibeehi www.beyondphilosophy.com 4
  5. 5. Great theory but you need to go beyond the philosophy Customer Experience is NOT about doing whatever it takes to “wow” customersTwitter: @qaalfadibeehi www.beyondphilosophy.com 5
  6. 6. Customer Experience Timeline The problem CE Principles Quantifying CE X-ray CE 2000 1995 2005 2010Twitter: @qaalfadibeehi www.beyondphilosophy.com 6
  7. 7. Customer Experience Experience Definition of Customer An A Customer Experience is an interaction between an organization and a customer as interaction between an perceived through a Customer’s as organization and a customer conscious and subconscious perceived through a Customers mind. conscious and subconscious mind. It is a blend of an organization’s rationala blend of an organization’s It is and emotional performance and intuitively senses rational performance, the measured against customer evoked stimulated and emotions expectations across all moments and intuitively measured against of contact. expectations across all customer moments of contact.Beyond Twitter: @qaalfadibeehi www.beyondphilosophy.com 7
  8. 8. Customer Experience Experience Definition of Customer An A Customer between anis an interaction between an interaction Experience 1 organization and a customer as organization and a customer interaction between an perceived through a Customer’s as perceived through acustomer as organization and a Customer’s consciousa Customers perceived through and conscious and subconscious mind. subconscious and subconscious conscious mind. mind. It is a blend of an organization’s rationala blend of an organization’s It is and emotional performance and intuitively senses rational performance, the measured against customer evoked stimulated and emotions expectations across all moments and intuitively measured against of contact. expectations across all customer moments of contact.Beyond Twitter: @qaalfadibeehi www.beyondphilosophy.com 8
  9. 9. Customer Experience Leaky Pipe CUSTOMER EXPERIENCE ExpectationsLeadership & Culture Process Systems People Channel Marketing & BrandLeadership & Culture Measurement Strategy Twitter: @qaalfadibeehi www.beyondphilosophy.com 9
  10. 10. The progression towards a great Customer ExperienceTwitter: @qaalfadibeehi www.beyondphilosophy.com 10
  11. 11. Customer Experience Experience Definition of Customer An A Customer between anis an interaction Experience 1 organization and a customer interaction between an as perceived through acustomer as organization and a Customer’s consciousa Customers perceived through and subconscious and subconscious conscious mind. mind. It is a blend of an organization’s It is a blend of an organization’s 2 rational and emotional performance and intuitively senses rational performance, the measured against customer evoked stimulated and emotions expectations across all moments and intuitively measured against of contact. expectations across all customer moments of contact.Beyond Twitter: @qaalfadibeehi www.beyondphilosophy.com 11
  12. 12. Rational and Conscious Emotional and SubconsciousTwitter: @qaalfadibeehi www.beyondphilosophy.com 12
  13. 13. Conversation with a robot…Twitter: @qaalfadibeehi www.beyondphilosophy.com 13
  14. 14. Conversation with a Virtual Assistant…Twitter: @qaalfadibeehi www.beyondphilosophy.com 14
  15. 15. Robots that can engage… the appearance of emotionTwitter: @qaalfadibeehi www.beyondphilosophy.com 15
  16. 16. Baby Monkeys: Harlow experiment • Henry Harlow, a famous psychologist, offered baby monkeys a choice between two surrogate mothers, one made of soft cloth, the other of wire. • The wire one would provide milk • The cloth one would not • In every instance the baby monkeys bonded to the soft cloth mother whether or not it provided them with food Which mother did the baby monkey form a bond? • The baby monkeys chose the wire mother only when they needed milk.Beyond Twitter: @qaalfadibeehi www.beyondphilosophy.com 16
  17. 17. The Emotional Effect on Self Service Side of the Rational Experience Emotional Outcome Good Bad Good BadCustomer says: but it was a because I had and it will get because it’s the I used self mistake! no choice better in time best way service…Twitter: @qaalfadibeehi www.beyondphilosophy.com 17
  18. 18. Emotional Signature® PyramidTwitter: @qaalfadibeehi www.beyondphilosophy.com 18
  19. 19. Emotional Profiles 1 Naive 3 Enlightened 2 Transactional 4 NaturalTwitter: @qaalfadibeehi www.beyondphilosophy.com 19
  20. 20. Customer Experience Experience Definition of Customer An A Customer between anis an interaction Experience 1 organization and a customer interaction between an as perceived through acustomer as organization and a Customer’s consciousa Customers perceived through and subconscious and subconscious conscious mind. mind. It is a blend of an organization’s It is a blend of an organization’s 2 rational and emotional performance and intuitively senses rational performance, the 3 measured againstemotions evoked stimulated and customer expectations across all moments and intuitively measured against of contact. expectations across all customer moments of contact.Beyond Twitter: @qaalfadibeehi www.beyondphilosophy.com 20
  21. 21. Electric Shocks: The Milgram Study • Experimenter = researcher boss xperimenter • Learner = researcher confederate eacher • Teacher = subject • Learner and Teacher are in separate rooms • Teacher believes that for each wrong answer, the Learner was receiving actual electric shocks • Recoded responses were played earner back to correspond to each shock levelTwitter: @qaalfadibeehi www.beyondphilosophy.com 21
  22. 22. The brain expends only about 2% of its energy on conscious activity, with the rest devoted largely to unconscious processing.Twitter: @qaalfadibeehi www.beyondphilosophy.com 22
  23. 23. Think of the brain as real estate… The most important not yet prospected real estate in the world. As you might imagine, some addresses are more valuable than others.Twitter: @qaalfadibeehi www.beyondphilosophy.com 23
  24. 24. Oxytocin Hypo- Prefrontal Right ??? pathway thalamus lobe amygdala Safe Stressed Focused Neglected Energetic Exploratory Dopamine Unhappy pathway cingulate Anterior cortex Striatum Hurried Valued ??? Dopamine pathway Trusting Pleased Caudate nucleus Disappointed Unsatisfied Insula ??? Dopamine Dopamine Indulgent Cared for pathway pathway Frustrated Happy Stimulated Irritated Interesting Orbito Orbito frontal Dopamine Dopamine frontal Dopamine cortex pathway pathway cortex pathwayTwitter: @qaalfadibeehi www.beyondphilosophy.com 24
  25. 25. Twitter: @qaalfadibeehi www.beyondphilosophy.com 25
  26. 26. Neuroexperience: • The experience the customer has at the neuro- anatomical, -physical, -chemical and – molecular levels. • The experience often occurs subconsciously and is the result of interactions between the organization and the customer.Twitter: @qaalfadibeehi www.beyondphilosophy.com 26
  27. 27. Self Service is then like “Urban Renewal” Objective: secure all the valuable property without “going to jail” Very Strongly Felt Stimulate the brain areas responsible for the positive emotions Inhibit the brain areas responsible for the negative emotions. Not felt at allTwitter: @qaalfadibeehi www.beyondphilosophy.com 27
  28. 28. Twitter: @qaalfadibeehi www.beyondphilosophy.com 28
  29. 29. Twitter: @qaalfadibeehi www.beyondphilosophy.com
  30. 30. The Emotional Effect on Self Service Side of the Rational Experience Emotional Outcome Good Bad Good BadCustomer says: but it was a because I had and it will get because it’s the I used self mistake! no choice better in time best way service…Twitter: @qaalfadibeehi www.beyondphilosophy.com 30
  31. 31. The Emotional Effect on Self Service Side of the Rational Experience Emotional Outcome Good Bad Good BadCustomer says: but it was a because I had and it will get because it’s the I used self mistake! no choice better in time best way service…Twitter: @qaalfadibeehi www.beyondphilosophy.com 31
  32. 32. The Emotional Effect on Self Service Side of the Rational Experience Emotional Outcome Good Bad Good BadCustomer says: but it was a because I had and it will get because it’s the I used self mistake! no choice better in time best way service…Twitter: @qaalfadibeehi www.beyondphilosophy.com 32
  33. 33. The Emotional Effect Side of the Rational Experience Emotional Outcome Good Bad Good BadCustomer says: but it was a because I had and it will get because it’s the I used self mistake! no choice better in time best way service…Twitter: @qaalfadibeehi www.beyondphilosophy.com 33
  34. 34. The Emotional Effect Side of the Rational Experience Emotional Outcome Good Bad Good BadCustomer says: but it was a because I had and it will get because it’s the I used it… mistake! no choice better in time best way Reduced Usage Increased UsageTwitter: @qaalfadibeehi www.beyondphilosophy.com 34
  35. 35. Customer Experience is like world peace… NOT!Twitter: @qaalfadibeehi www.beyondphilosophy.com
  36. 36. Employees say “I see you” customer Customers say “ummm….. not really” 38% Percent saying employees know customer expectations 6% According to According to Employees CustomersFrom the movie Avatar Data source: Beyond Philosophy CETT Twitter: @qaalfadibeehiBeyond Philosophy © All rights reserved. 2001-2011 www.beyondphilosophy.com 36
  37. 37. Emotional Engagement in Self Service • Emotional Profiling and its relation to self service success • The need for a Kansei approach to the design of self service • The future of neuro/ biometrics and self serviceTwitter: @qaalfadibeehi www.beyondphilosophy.com 37
  38. 38. Show of hands How many of you… • Are more or less up to date on the customer experience/ emotional engagement practices • Work for organisations that are working on emotional engagement to some significant degreeTwitter: @qaalfadibeehi www.beyondphilosophy.com 38
  39. 39. • “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” (Calne, D., Within Reason: Rationality and Human Behavior.) • “Although beliefs may guide our actions, they are not sufficient to initiate action…Emotions are prime candidates for turning a thinking being into an actor.” (N.H. Frijda, A.S.R Manstead, and S. Bem , Emotions and Beliefs: How Feelings Influence Thoughts ) • “Customers are always emotional. …. One thing is certain: no one is entirely neutral about consuming.” (Barlow, J. & Maul, D., Emotional Value: Creating Strong Bonds with Your Customers.) • “We now accept that human beings are powered by emotion, not by reason. Emotion and reason are intertwined, but when they are in conflict, emotion wins every time. (Roberts, K., Emotion] controls our rationality, our decision making.” , Annual ESOMAR Conference, Barcelona.)Twitter: @qaalfadibeehi www.beyondphilosophy.com 39
  40. 40. Many organizations say they put the customer at the center of their business • Less than 20% of organizations consider how customers feel 80% • Customers feel that 80% of organizations consider them a transaction 19% 1% Their focus is on They are Their primary customer concerned with focus is on emotion costs etc. but are managing costs also concerned with how customers feel Source: Beyond Philosophy CETTTwitter: @qaalfadibeehi www.beyondphilosophy.com 40
  41. 41. Many organizations say they ‘see’ their customers. … Employees Think Customers Think 38% 6% Employees know customer expectationsPhoto from the movie Avatar Source: Beyond Philosophy CETT Twitter: @qaalfadibeehi www.beyondphilosophy.com 41
  42. 42. Transactional EnlightenedTwitter: @qaalfadibeehi www.beyondphilosophy.com
  43. 43. Kansei Engineering Kansei engineering = affective engineering a method of translating feelings into product design Self service (like a product) needs to be … Kansei Functional at the Usable at the Attractive at the physical level psychological level emotional level Rational and conscious Emotional and subconscious experience experienceTwitter: @qaalfadibeehi www.beyondphilosophy.com 43
  44. 44. Examples of Kansei Success Rear-view Engine, exhaust system, doors etc. ACC Dashboard mirrorSounddesignExterior Interiordimensions dimensions Gear Steering Front Hub shift wheel Mazda used Kansei Engineering to design all sensory elements, including the sound, of the Miata (MX5) sports car and achieved sales in excess of 750,000 cars (earning the MX5 a place in the Guinness Book of Records as the most successful two-seater sports car of all time). Source: Simon Schütte, ‘An Introduction to Kansei Engineering’Twitter: @qaalfadibeehi www.beyondphilosophy.com 44
  45. 45. Kansei Methodology • Kansei Engineering is based upon the analysis of product semantics P&G’s Version of Kansei • Consumers from a selected market segment evaluate a set of product or service designs to decide how much a design evokes each Kansei word • for example, how exciting is design A on a scale of 1 – 7 • These words (which may be in the hundreds) are used to reduce these to a representative set via multivariate statistics like: • Structural equation modelling • Fuzzy logic • Neural networks • Ruff sensory logic • Genetic algorithms Source: Punchard, King, Childs, Barnes and Ewart, ‘Kansei Methodology to Gauge • Principal component analysis Consumer Reactions’Twitter: @qaalfadibeehi www.beyondphilosophy.com 45
  46. 46. Emotional and Subconsciousbased on customers’ surveyresponses?Twitter: @qaalfadibeehi www.beyondphilosophy.com 46
  47. 47. Views that are normally invisible to us… Ultra- Gamma Infrared FM, TV, X- rays violet Radar rays rays Shortwave, AM rays Visible light SpectrumTwitter: @qaalfadibeehi www.beyondphilosophy.com 47
  48. 48. Neuroexperience: • The experience the customer has at the neuro- anatomical, -physical, -chemical and – molecular levels. • The experience often occurs subconsciously and is the result of interactions between the organization and the customer.Twitter: @qaalfadibeehi www.beyondphilosophy.com 48
  49. 49. Understanding the source code… Where is Neuroexperience today? Measuring normally subconscious bodily reactions Neuropoly • Heart Rate Bio- • Respiration metrics • Blood Pressure • Galvanic Skin Response (GSR) Visualising brain activity Brain directly scans • EEG • fMRI TodayTwitter: @qaalfadibeehi www.beyondphilosophy.com 49
  50. 50. Some practical drawbacks for “experience” work… fMRI Portable EEGTwitter: @qaalfadibeehi www.beyondphilosophy.com 50
  51. 51. Polygraphs – “Lie Detectors” • Typical polygraphs measure: • Heart Rate • Respiration • Blood Pressure • Galvanic Skin Response (GSR)Twitter: @qaalfadibeehi www.beyondphilosophy.com 51
  52. 52. Emotional Engagement in Self Service Basic • Create and Emotional Profile based on the 20 key emotions. Intermediate • Use a survey based Kansei approach to understand how emotions link to your key self service elements Advanced • Use a biometric fed Kansei approach to understand emotions link to your key self service elements Cutting Edge • Use a ‘neurometric’ (brain scan) fed Kansei approach to understand emotions link to your key self service elementsTwitter: @qaalfadibeehi www.beyondphilosophy.com 52
  53. 53. The Walkie-Talkie Model Customer interacts with company Customer expectations are not met Customer expectations are met Customer tolerates it Customer takes action Customer talks Customer walks Complaints Comments When customers inform the When customers share gripes company directly of issues with others via social media (1:Company) (1:World)Twitter: @qaalfadibeehi www.beyondphilosophy.com 53
  54. 54. Emotional Engagement in Self Service • Emotional Profiling and its relation to self service success • The need for a Kansei approach to the design of self service • The future of neuro/ biometrics and self service Q&ATwitter: @qaalfadibeehi www.beyondphilosophy.com 54
  55. 55. The Customer Experience Iceberg: the big picture Rational and Conscious Emotional and SubconsciousTwitter: @qaalfadibeehi www.beyondphilosophy.com 55

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