In a recession customer retention is even more vital than usual. Companies are clamouring to increase revenue and save costs, but how can this be done? Colin Shaw, International bestselling author and customer experience guru, will demonstrate how you can focus on the areas of a customer experience that provide the greatest value and thus enables organisations to use their resources to the greatest effect. Colin will also introduce the new area of the 'subconscious experience' that drives customer behaviour and how the understanding of this experience can save costs. In one case study of an Insurance company, they reduced the call backs to their call centre from 75% to 6% in three weeks using this new thinking. During this presentation you'll learn: :: How to improve customer retention :: How to focus on the parts of the customer experience that drive the most value :: How to build an emotionally engaging customer experience :: The new area of the subconscious experience :: How to cut costs through this new thinking

1. How to Improve Customer Retention by Building Emotionally Engaging Customer Experiences Colin Shaw, Founder, Beyond Philosophy Gary McNeil, Vice President of Marketing, Parature

2. The Collapse of Demand Although there may be signs of a recovery… …customers are buying less – demand is recovering slowly

4. The Shifting Focus: From Hunters to Farmers Falling Disproportionally on the Customer Support Function The focus has shifted to further monetizing the customer base… …placing new found responsibilities on the support function

5. The Changing Preferences of Your Customer If You Build it They Will Come The challenge isn’t driving customers to leverage self-service… …it’s keeping them there

6. The Implications of Getting it Wrong Costing you money now…and later

10. 800 Customers Across Industries & Market Segments Healthcare Associations Education Gaming and Digital Media Business Services Technology

11. How to Improve Customer Retention by Building Emotionally Engaging Customer Experiences Colin Shaw Founder, Beyond Philosophy

14. Customer Experience definition A Customer Experience is an interaction between an organisation and a Customer. It is a blend of an organisations physical performance, the senses stimulated and emotions evoked, each intuitively measured against Customer Expectations across all moments of contact.

17. Significant Confident Connected

21. What is the subconscious message?

22. The count…“There are 31 of them …”

24. What drives and destroys value… Emotional Signature®

26. When a company interacts with a customer the following happens

27. Emotional Signature®

28. Emotional Signature® Promoter v Detractors

30. What is the subconscious message?

31. “ How well did we anticipate your needs?”

32. Anticipating my needs?

33. ?

34. What day of the month do you want your direct debit taken out of your account? What is the date each month you would like your Direct debit taken out of your account recognising February has 28 days.

35. Intention – Left brain Behaviour – Right brain Traditional research Subconscious research

36. Designing an emotionally engaging Customer Experience

38. Above Expectations Below Expectations The card Wait Met Expectations Voice Menu Discussion with agent Wait for Pick up Discussion with Driver The receipt Travel to Office Contacting the office No Mobile Number Only needed to wait 30 mins What is my policy number Phoine number doesn’t work Neutral The emotional experience Insurance claim experience 4 mins in queue Pleasant guy Mc Donalds wrapper We can only take you home

39. Moment Mapping – Brown Paper Fair

40. We Generated A Number Thoughts About Each Step

42. Further questions…. Web: BeyondPhilosophyusa.com ColinShaw_CX Atlanta office: 1 678-638-6162