Are Customer emotions & behaviour the future of CX?
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1 Are Customer emotions & behaviour the future of CX? Bruce Temkin, CCXP Customer Experience Transformist & Managing Partner Temkin Group Colin Shaw Founder & CEO Beyond Philosophy BeyondPhilosophy.com
2 Agenda Emotions & Behavior Agenda Introductions Bruce s view Colin s view Debate Questions from audience Beyond Philosophy All rights reserved 2
3 Agenda Emotions & Behavior Agenda Introductions Bruce s view Colin s view Debate Questions from audience Beyond Philosophy All rights reserved 3
4 The Future of CX: Emotions & Behaviors? Bruce Temkin, CCXP CX Transformist & Managing Partner Temkin Group October 2015
5 What is customer experience (CX)? The perception that customers have of their interactions with an organization Customer Experience Copyright 2015 Temkin Group. All rights reserved.
6 What is customer experience (CX)? The perception that customers have of their interactions with an organization Degree to which customers can accomplish their goals Customer Experience The difficulty or ease in accomplishing their goals Emotion How the interaction makes customers feel Copyright 2015 Temkin Group. All rights reserved.
7 Emotion drives the most loyalty Consumers who are likely to purchase more from a company, based on how they rate the company s CX Success Effort Emotion Low CX Rating Neutral CX Rating High CX Rating 78% 79% 86% 23% 23% 36% -39% -40% -42% Base: 10,000 U.S. consumers, average across 20 industries Source: Temkin Group report, ROI of Customer Experience, 2015 Copyright 2015 Temkin Group. All rights reserved.
8 Six stages of CX maturity 1: Ignore 34% 2: Explore 3: Mobilize 4: Operationalize 19% 17% 21% 5: Align 8% 6: Embed 3% Base: 199 companies with $500 million or more in annual revenues Source: Temkin Group Q CX Management Study Copyright 2015 Temkin Group. All rights reserved.
9 CX activities VoC programs Analytics Governance Sentiment detection Social media Data Integration Copyright 2015 Temkin Group. All rights reserved.
10 CX activities VoC programs Left Brain Analytics Governance Sentiment detection Social media Data Integration Copyright 2015 Temkin Group. All rights reserved.
11 CX activities VoC programs Left Brain Analytics Governance Sentiment detection Social media Data Integration Right Brain Copyright 2015 Temkin Group. All rights reserved.
12 People-Centric Experience Design TM Fostering an environment that creates positive, memorable human encounters Copyright 2015 Temkin Group. All rights reserved.
13 People-Centric Experience Design TM Fostering an environment that creates positive, memorable human encounters Align through PURPOSE P Guide with EMPATHY E Design for MEMORIES M Inspire loyalty and alignment Base decisions on deep customer insight Focus on moments that matter the most Copyright 2015 Temkin Group. All rights reserved.
14 People-Centric Experience Design TM Fostering an environment that creates positive, memorable human encounters Align through PURPOSE P Guide with EMPATHY E Design for MEMORIES M Inspire loyalty and alignment Base decisions on deep customer insight Focus on moments that matter the most Copyright 2015 Temkin Group. All rights reserved.
15 People-Centric Experience Design TM Fostering an environment that creates positive, memorable human encounters Align through PURPOSE P Guide with EMPATHY E Design for MEMORIES M Inspire loyalty and alignment Base decisions on deep customer insight Focus on moments that matter the most Copyright 2015 Temkin Group. All rights reserved.
16 Agenda Emotions & Behavior Agenda Introductions Bruce s view Colin s view Debate Questions from audience Beyond Philosophy All rights reserved 16
17 Vacation experiences Customer experiences Physical Personal experiences Employee experiences Psychological CX Emotional Social Experiences Subconscious Spiritual experiences Family experiences Beyond Philosophy All rights reserved
18 18
19 Customers are irrational. Beyond Philosophy All rights reserved
20 Behavioural Economics (Psychology) Subconscious Emotions Rational Action
21 Key strategic questions Our key questions What experience are you trying to delivery? What emotions are to trying to evoke? How are you going to evoke these emotions.? 21
22 Agenda Emotions & Behavior Agenda Introductions Bruce s view Colin s view Debate Questions from audience Beyond Philosophy All rights reserved 22
23 Agenda Emotions & Behavior Agenda Introductions Bruce s view Colin s view Debate Questions from audience Beyond Philosophy All rights reserved 23
24 Beyond Philosophy All rights reserved
25 Thank You! Bruce Temkin, CCXP CX Transformist & Managing Director Temkin Group Blog: Twitter: Co-Founder, Customer Experience Professionals Association (CXPA.org) Colin Shaw Founder & CEO Beyond Philosophy Web: Twitter:
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