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Feel Good Inc.
- 1. The Power of Emotion Jen Rodstrom, CCXP CX Transformist Temkin Group
- 2. Copyright ©2016 Temkin Group. All rights reserved.
- 3. Copyright ©2016 Temkin Group. All rights reserved.
- 4. Copyright ©2016 Temkin Group. All rights reserved.
- 5. Copyright ©2016 Temkin Group. All rights reserved. Three Realities of Emotion 1.Companies focus on it the least Emotion Customer Experience
- 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. 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. 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
- 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 3.It drives loyalty
- 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 8% 7% 6% 66% 67% 76% Success Effort Emotion LOW Ratings HIGH Ratings Likely to Recommend (Promoters)
- 11. Copyright ©2016 Temkin Group. All rights reserved. What drives emotion? Stimulation Identification Personal, internal reaction to experience How people view themselves within the context of a larger group
- 12. Copyright ©2016 Temkin Group. All rights reserved. Color Attributes Physiological Response Red PHYSICAL, Courage, strength, warmth, energy, excitement, defiance, aggression, strain Longest wavelength, so red objects appear closer and therefore grab our attention first. Yellow EMOTIONAL, optimistic, confident, self-esteem, friendly, creative, irrational, anxiety, fear Wavelength is long and emotionally stimulating, so it raises our spirits and esteem, but too much of it can cause fear and anxiety. Purple SPIRITUAL, luxury, authenticity, truth, quality, decadence, inferiority Shortest wavelength, so encourages deep contemplation and meditation
- 13. Copyright ©2016 Temkin Group. All rights reserved. : Friendliness : Appetite
- 14. Copyright ©2016 Temkin Group. All rights reserved. Remember these guys?
- 15. Copyright ©2016 Temkin Group. All rights reserved. How do you design for emotions?
- 16. Copyright ©2016 Temkin Group. All rights reserved. Listen to customers “Consumers are statistics. Customers are people.” -Stanley Marcus
- 17. Copyright ©2016 Temkin Group. All rights reserved. Listen to customers More qualitative research
- 18. Copyright ©2016 Temkin Group. All rights reserved. Talk about customer emotions Ambivalent Appreciative Adoring Agitated Angry Five A’s of Emotional Response
- 19. Copyright ©2016 Temkin Group. All rights reserved. Focus on your customers’ journeys, not on your interactions
- 20. Copyright ©2016 Temkin Group. All rights reserved. Customer Journey Thinking™ 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?
- 21. Copyright ©2016 Temkin Group. All rights reserved. Don’t satisfy customers Make them FEEL HAPPY!
- 22. Copyright ©2016 Temkin Group. All rights reserved. Thanks! Jen Rodstrom, CCXP Customer Experience Transformist Email: jen@temkingroup.com Twitter: @Jen_Rodstrom www.TemkinGroup.com INTENSIFYEMOTION.com
Editor's Notes
- This is one of MANY areas of loyalty we look at. We look at customers likelihood to Try something Plans to repurchase Their trust Their forgiveness Their overall net promoter score Across the board we find that connection between emotion and every loyalty area we look at is higher than the connection between success and effort and those same loyalty areas We picked one area of loyalty the promotion – the “9” or “10” on the 0-10 Net Promoter (likely to recommend) scale. Percentage of customers who are likely to recommend the company What we’re showing here is that, the red bar, the bar on the left shows consumers who gave low marks for that area The bar on the right, the green bar, those are the consumers that gave a high mark in that area The way to read it, is to look under success – 8% of consumer who gave a low score for success are promoters, whereas 66% of those consumers who gave a high success rating to a company are promoters of those companies Thus if gave low score on success rating, 8% likely to be a promoter, if they gave a high success rating 66% are likely to be a promoter Now if you go all the way to the right, to emotion: 6% of those who rate low on emotion will be promoters, while 76% who rate high on emotion will be promoters (strong positive emotional interaction – ¾ of them are promoters) S/E/E all three have an impact on loyalty – when put together into TXR – they have strong correlation to loyalty. Yet, when we pull it apart – you can see gap between the loyalty of those with a poor emotional experience vs those who have great, high emotional experience, is much wider than it is for effort and success. While all elements have an impact on loyalty – EMOTION drives loyalty more than the other areas.