The document discusses the significant role of emotions in customer experience, emphasizing that 95% of purchase decisions occur subconsciously. It highlights successful case studies, such as Coolblue's growth driven by emotional engagement and Transavia's passenger experience index impacting revenue. Additionally, it introduces Brainpeek's neuro usability testing platform that leverages emotional insights to optimize customer journeys and improve conversion rates.

1. CUSTOMEREXPERIENCE
ISEMOTION
2017
11

2. WHEN DEALING WITH PEOPLE, REMEMBER YOU ARE
NOT DEALING WITH CREATURES OF LOGIC, BUT
CREATURES OF EMOTION.”
- Dale Carnegie
“
2

3. IMPLICITMIND
As you become skilled, your subconscious
mind registers your experiences and act
without making conscious effort.
As your proficiency increases, processes
become more natural and decisions are made
automatically based on past experiences.
3

4. 4
DRIVENBY
EMOTIONS
Our subconscious influences our conscious
mind through emotions.
The conscious mind then searches for
rational reasons to justify our emotions.
4

5. 5
BEYONDOUR
AWARENESS
We are not aware of our subconscious
processes making it difficult to reflect on our
emotions on conscious level.

6. 95% OF OUR PURCHASE DECISION MAKING TAKES
PLACE IN THE SUBCONSCIOUS MIND.”
- Gerald Zaltman
“
6

7. Customer experience is emotion. Human emotions are the basis of
our behaviour and crucial for every brand interaction. You don’t have
to be an upscale brand to connect emotionally.
COMPETITORDIFFERENTIATION
ISNOTABOUTFUNCTIONALITY.
70’s
TECHNOLOGY
90’s
FUNCTIONALITY
TODAY
EXPERIENCE
7

8. While some leading Dutch retailers struggle, Coolblue showed a 55% growth in 2016. Their slogan
‘everything for a smile’ highlights their focus on the customer experience, creating memorable
moments.
Everything for a smile
Coolblueisthefastestgrowingretailer
intheNetherlands.
COOLBLUE
8

9. Transavia developed their own customer experience score called PXI. Taking into account over 24
touchpoints within the customer journey. Starting at online orientation to returning at home.
Transavia passenger experience index
Raisingthe passengerexperienceindexwith
1% resultsin4,75millionextraannual
revenue.
TRANSAVIA
9

10. AS FAR AS THE CUSTOMER IS CONCERNED, THE
INTERFACE IS THE PRODUCT.”
- Jef Raskin
“
10

11. ASEAMLESSCUSTOMEREXPERIENCE
DELIVERS
CUSTOMER EXPERIENCE IS EMOTION
11
Less drop-out, increased goal
conversions.
CONVERSION
INCREASE
Increased CLV, churn
reduction.
LOYALTY
Reduce service calls and costs,
increased NPS.
SERVICE
EXPERIENCE
Consolidate brand
associations, conversion on
reach.
MARCOM
EFFICIENCY
11

12. BRAINPEEK
NEUROUSABILITY
TESTING
INTRODUCING
12
The worlds first usability platform that
includes emotional insights.
WHERE NEUROSCIENCE MEETS AI

13. INCLUDESTHEEMOTIONALEXPERIENCE
NEURO USABILITY RESEARCH
13
Second by second insights in the
emotional customer journey.
EMOTION ANALYTICS
Insight in (sub)conscious
bottlenecks causing drop-outs.
IMPLICIT BOTTLENECKS
Participants feedback on the “why”
of significant data findings.
NEURO FEEDBACK

14. NEUROUSABILITY
HOW IT WORKS
MEASURE
BRAIN ACTIVITY
14
Measures brain activity
from natural behaviour.
EEG Measures eye focus
for reference.
EYETRACKING
Participants feedback on findings.
NEURO FEEDBACK
Participant from a selected
target group perform the task
naturally, without interruption.

15. AI BASED
EMOTION
DETECTION
Want to learn more about the
machine learning algorithms?
Download our white paper
15
Algorithms trained to
recognise frustration, joy,
attention in usability.
EMOTION DETECTION
Marking all elements in the
flow influencing the
experience.
SIGNIFICANT POINTS
Experience benchmark score
based on 5000+ tests.
PERFORMANCE FLUENCY

16. ONLINE
REPORT
The interactive report provides
a clear overview of journey
insights, page insights and
participant emotion analytics
videos.
16

17. Bi-weekly cycles of neuro usability tests within a CRO process to discover optimisation
opportunities. The focus on emotional insights results in over 300% more successful A/B tests
with each over 50% better conversion.
CRO WITH BRAINPEEK INPUT
T-Mobile’sonlineconversionshowsan101%
increaseinthelastyear.
T-MOBILE
17

18. OURCLIENTS
FOCUS ON CUSTOMER EXPERIENCE
18

19. TAKEAPEEK
INTHEBRAIN
TRYNOW:
BRAINPEEK.NET
BRAINPEEK
19
Braingineers
B. Amsterdam
Johan Huizingalaan 763A
1066 VH Amsterdam
Netherlands
www.braingineers.com
info@braingineers.com
+31 20 261 24 38