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                                                        www.beyondphilosophy.com/blogs/what-is-customer-
www.beyondphilosophy.com/blog/whats-your-               experience-management%3F-did-pine-and-gilmove-get-it-
companies-emotion-score                                 wrong%3F


                                                                     Steven Walden
                                           3                         VP Consulting &
                                                                     Thought Leadership


                                                                     Steven has 17 years Strategy Consultancy experience
                                                                     directing and designing strategies for major B2C & B2B
                                                                     firms. At Beyond Philosophy, the Global Customer
                                                                     Experience Consultancy, he is a Thought Leader and
                                                                     Innovator, directing engagements to assist leading firms to
                                                                     transform through Customer Experience. A world-leader in
                                                                     emotional experience his skills lie in innovation, thought-
                                                                     leadership, strategy consultancy and Qual/ Quant research.
                                                                     He is a regular speaker at conferences, blog writer, CE
                                                                     Trainer and international author.
www.beyondphilosophy.com/blogs/cem-bpr-using-
customer-psychology-mapping-in-your-business-process-                Tel: +44 7809 836643
redesign                                                             Email: steven.walden@beyondphilosophy.com
                                                                     www.linkedin.com/profile/view?id=8925406&trk=tab_pro

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Thoughts of the month march

  • 1. 1 2 www.beyondphilosophy.com/blogs/what-is-customer- www.beyondphilosophy.com/blog/whats-your- experience-management%3F-did-pine-and-gilmove-get-it- companies-emotion-score wrong%3F Steven Walden 3 VP Consulting & Thought Leadership Steven has 17 years Strategy Consultancy experience directing and designing strategies for major B2C & B2B firms. At Beyond Philosophy, the Global Customer Experience Consultancy, he is a Thought Leader and Innovator, directing engagements to assist leading firms to transform through Customer Experience. A world-leader in emotional experience his skills lie in innovation, thought- leadership, strategy consultancy and Qual/ Quant research. He is a regular speaker at conferences, blog writer, CE Trainer and international author. www.beyondphilosophy.com/blogs/cem-bpr-using- customer-psychology-mapping-in-your-business-process- Tel: +44 7809 836643 redesign Email: steven.walden@beyondphilosophy.com www.linkedin.com/profile/view?id=8925406&trk=tab_pro

Editor's Notes

  1. Hi my name is Steven Walden, VP of Consulting and Thought-Leadership here at Beyond Philosophy and welcome to my ‘Thoughts of the Month’. In this month we saw the Net Emotional Value blog continue to gain traction. This shows how in One Number (the NEV) a company can see how they are performing emotionally with their customers. Critically we have shown the relationship of NEV to Customer Satisfaction and Net Promoter score. Using NEV in your dashboards you can now understand quantitatively your companies levels of emotional engagement with your customer base and whether you are underperforming against our world leading database of emotion response. To quote, Forrester’s ‘Predictions for Customer Experience 2013’: “Over the past several months, we’ve seen a rise in the number of companies pondering the connection between enjoyment and metrics like satisfaction and Net Promoter Score (NPS). In fact, one global company statistically demonstrated that several emotional factors trump NPS in predicting customer loyalty, effectively dethroning “would you recommend?” as the ultimate question.”In my next blog: ‘What is Customer Experience Management? Did Pine and Gilmore get it wrong? I look at how the market is defining CEM in a different way than it was originally conceived, and how a better definition is now required. This is important, because currently it seems that CEM is being defined in many different ways by many different companies, often to favour CRM sales. This is a dangerous situation for CEM to be in as this free for all risks the term CEM becoming a meaningless buzzword. Therefore and with a view to bringing order, I look at CEM’s original definition from the article ‘Welcome to the Experience Economy’, compare this to how the market actually uses the term and conclude that the market has rejected certain elements of its original definition in favour of a more holistic definition built around the extraction of value from across the customer journey.In the blog CEM-BPR Customer Experience Management: Business Process Redesign) : using customer psychology mapping in your business process redesign. I explain that while Lean and Six Sigma ensure quality and sustained, measurable productivity, CEM-BPR enables break-through change, propelling the organization forward, to increase customer value, loyalty, and the maintenance and creation of competitive advantage. This approach maps in the emotional and subconscious world of the consumer into a framework usable in Business Process Redesign. Hence CEM-BPR goes beyond just Mapping the experience and looks at creating a schema for implementing change both at the customer level and at the internal business process and culture change level. CEM-BPR is also focused on ‘creating ideas’ not just fixing breakages.I also enclose a free white paper on Emotional Signature (our leading emotional measurement tool highlighted within Forrester’s top predictions for 2013) and highlight other blogs on measuring the subconscious: New Customer Experience Research Tools – Measuring Customer Subconscious with Neural Network Analysis.Please feel free to contact me for any questions and look forward to my next update, aimed for Next Month and my thanks to my co-authors, Kalina Janevska, Beth Coleman and Dr Nigel Marlow.