Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
CEM Africa 2018 Workshop (Illusion & context)
1. With Customer Experience,
Context is everything.
The ultimate workshop to dispel all the
delusions about CX
CEM AFRICA 2018
Adré Schreuder (Prof)
Founder & CEO of Consulta (Pty) Ltd
Founder & Chair of The SA-csi
2. FOUR LOBES OF THE CEREBRAL CORTEXT
Slide 2
PIXOLOGICSTUDIO/SCIENCE PHOTO LIBRARY / Getty Images
https://www.verywellmind.com/the-anatomy-of-the-brain-2794895
The parietal lobe
Tactile sensory information such as
pressure, touch, and pain.
Somatosensory cortex is
responsible for processing
of the body’s senses.
The frontal lobe
Reasoning, motor skills, higher
level cognition, and expressive
language.
Motor cortex receives
info from various lobes
& carry out body
movements.
The occipital lobe
Visual stimuli and information.
Primary visual cortex, receives
& interprets info from retinas of
the eyes
The temporal lobe
Primary auditory cortex for
interpreting sounds and language.
The hippocampus heavily associated
with the formation of memories.
3. Anatomy of the Brain
Slide 3 https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-fight-or-flight-at-the-source/
Emotion
Self esteem
Motivation
Values
Limbic
System
Brain Stem
Fighting
Fleeing
Freezing
Neocortex
Higher cognitive
functions
Rational thinking
Language
4. Evolution of the Brain
4
400m Yrs
Reptilian
Brain
80 m Yrs 10 m Yrs
Mammalian
Brain
Primate
Brain
Limbic System
800k Yrs 50k Yrs
Homo
Sapiens
Brain
Modern
Cognitive
Brain
Neocortex
5. The Thalamus
Slide 5
Image by Ministry of Education, Culture, Sports, and
Technology(MEXT) Integrated Database Project
Essentially a relay station, taking in sensory information
and then passing it on to the cerebral cortex
https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-
fight-or-flight-at-the-source/
6. Hippocampus
Slide 6
Hippocampus
Plays an essential role in
the formation/learning
of new memories about
past experiences.
https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-fight-or-flight-at-the-
source/
Some researchers consider the hippocampus to be
responsible for general declarative memory (memories
that can be explicitly verbalized, such as memory of facts
and episodic memory).
https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/
7. Amygdala
Slide 7
Amygdala
Emotional center of the
brain (evaluating
emotional valence of
situations e.g., happy,
sad, scary).
Responsible for fight-or-
flight reactions &
learning through reward
or punishment.
https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-fight-or-flight-
at-the-source/
https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/
8. Why CX should better understand the Amygdala
Slide 8
Emotional arousal following a
learning event influences the
strength of the subsequent
memory of that event, so that
greater emotional arousal
following a learning event
enhances a person’s retention
of that memory.
https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/
9. CX = The Marriage between the Amygdala & Hippocampus
Slide 9 https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/
As a result of the close functioning of the
hippocampus to the amygdala (close
proximity) memory formation is effected,
particularly emotionally based memories!
Amygdala
(Emotion)
Hippocampus
(Memory)
10. The Dress that Broke the Internet
Slide 10
For Youtube video: link to https://www.youtube.com/watch?v=SToqL5KkabQ
11. MATT BOISVERT ON MARCH 6, 2014 IN COGNITION, NEUROSCIENCE - HALLUCINATING WITHOUT DRUGS, THE
PROFUNDITY OF SILENCE, AND THE THALAMOCORTICAL CIRCUIT
https://neuwritesd.org/2014/03/06/hallucinating-without-drugs-the-profundity-of-silence-and-the-
thalamocortical-circuit/
Slide 11
17. If you are not convinced yet …
https://www.moillusions.com/eye-examination-chart/
Slide 17
18.
19.
20.
21. THUS …
Memory of past
experiences
+
Perception of
current experience
=
Adapted “future past”
memory of experiences
Called LEARNING
which is a short-term individual past of
the current experience against the
background of previous experience
Slide 21
23. The World Cup of Memories
Slide 23
Body
Eyes
Nose
Mouth
Ears
Sense of Touch
Sense of Seeing
Sense of Hearing
Sense of Taste
Sense of Smell
24. Another Basic Memory Experiment
• Was “snooze” part of the list? ✓ Yes ✘ No
• Was “apple” on the list? ✓ Yes ✘ No
• What about “house”? ✓ Yes ✘ No
• What about “dream”? ✓ Yes ✘ No
• And “sleep”? ✓ Yes ✘ No
Source: Researchers - James Dees, Roddy Rotager & Kathleen McDermott
Listen carefully to the following list of words …
Slide 24
25. EMOTION
Slide 25
• a strong feeling deriving from one's circumstances, mood,
or relationships with others.
Antonyms: coldness, indifference
Synonyms: feeling, sentiment, sensation
• instinctive or intuitive feeling as distinguished from reasoning or
knowledge.
Antonyms: intellect
Synonyms: instinct, intuition, gut feeling, inclination
Origin
mid 16th century (denoting a public disturbance): from French émotion,
from émouvoir ‘excite’, based on Latin emovere, from e- (variant of ex- ) ‘out’
+ movere ‘move’. The current sense dates from the early 19th century.
Source: Google Search (“Definition of emotion”)
26. Eckman's Facial Action Coding System
Slide 26
How accurate is Malcolm Gladwell's representation of
Paul Ekman's research in micro facial expressions?
27. Slide 27
Paul Ekman: Outsmart Evolution and Master Your Emotions
Paul Ekman video link:
https://www.youtube.com/watch?v=pVp5pGSwZkg
28. MOST information Customers take in
(perceive) during customer experience in
itself is meaningless –
Customers make meaning by ENGAGING
in the situation.
CONCLUSION:
Slide 28
31. Business Understanding of Customer Engagement
47% Brand
Perspective
47% of Business
view Customer
Engagement from
a Marketing/
Brand and/or
Business process
perspective
40% of Business
view Customer
Engagement from a
Customer
Experience
perspective
40%
Customer
Perspective
Source: Rosetta Consulting. 2014 Customer ENGAGEMENT
Rosetta Consulting’s Customer Engagement Survey Part 1: The Marketer’s Perspective
http://www.rosetta.com/reports/Customer-engagement-rosetta-consulting-study/Customer-engagement-from-the-marketers-perspective
13%
ONLY 13%
see Customer Engagement
from a Brand & Customer
Perspective
Slide 31
35. Netflix ultimate form of Co-creation
Slide 35
For video link:
https://www.youtube.com/watch?v=hqFHAnkSP2U
36. iTailor.com taking co-creation to a next level
Slide 36
For itailor.com Custom made shoes review – video link:
https://www.youtube.com/watch?v=p19u7fGMPBU
44. It is all about PERSPECTIVE - CONTEXT
Slide 44
For Amazing Anamorphic Illusions II click:
https://www.youtube.com/watch?v=GIvD-_ITco8
45. Without context CX is an illusion
CX you can count on
Nothing exists, nor can be understood, in isolation
from its context
Introducing context CX (Pty) Ltd:
• context is not a research company, a training
company, an agency or a technology company – it’s
all of this and MORE
• context delivers diagnostics and consultative advice
that map the way to success with a clear focus on ROI
• The context approach is seamlessly integrated to
ensure excellent results
The only holistic, integrated, scientific, guaranteed
approach to CX
Slide 45
46. One more for the road …
Slide 46
… and this is not drink and drive!
WARNING: Not for anyone with any form of
Epilepsy or motion sickness
Watch the video by intense consentration on
the centre of the screen – DO NOT look away
until the end of the video!
NOW LOOK AWAY AT ANY AREA
AROUND YOU!
For Video Link:
https://www.youtube.com/watch?v=Xf6XtWOIX8M
47. The reality we see projected on the “screen” of
perception begins with the flow of information
our five senses take in. This stimulus (or stimuli if
there are more than one) creates a series of
impulses at your receptors that move into your
brain (the input), becoming distributed across
the different parts of your cortex and other
areas of your brain until they eventually settle
on activating a response (motor and/or
perceptual.
Lotto, Beau. Deviate: The Science of Seeing Differently. Orion. Kindle Edition.
Slide 47
48. And in closing …. Some fun with visual illusions
Slide 48
For Britians Got Talent video click:
https://www.youtube.com/watch?v=ZJpHP2Cv-T8