Book launch today! The Intuitive Customer - CEM · PDF fileBook launch today! The Intuitive Customer: ... Energy saving 80 Durability 40 B 50 70 ... Cue 2. RouBne 3. Reward

Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com

Beyond Philosophy, LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com

Booklaunchtoday!

TheIntuitiveCustomer:SevenImperativesformovingyourCX

tothenextlevel

@ColinShaw_CX


Yourhoststoday….

2

@ColinShaw_CX


Anyquestions?

Typequestionsinto

thecontrolpanel

duringthewebinar.


4

@ColinShaw_CX

MyNPSprogramisplateauing….

WhatshouldIdo?


Psychology Subconscious Emotions RationalAction

5

BehaviouralEconomics


6

“WehaveIncreasedourNetpromoterscoreby34pointsin30monthsusingBeyond

Philosophy’smethodologies.Wehavegrownrevenuesby10%yearonyear,ina‘shrinking

printerusagemarket”

GlennLavertyPresident&CEORicohCanada

@ColinShaw_CX


‘SevenImperatives’ormovingyourCXtothenextlevel

1.  RecognizethatCustomersdecideemotionallyandjustifyrationally

2.  Embracetheall-encompassingnatureofCustomers’irrationality

3.  UnderstandthatCustomers’mindscanbeinconYlictwiththemselves

4.  CommityourselftounderstandingandpredictingCustomerhabits&behaviors

5.  UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy

6.  AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects

7.  RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories

7

@ColinShaw_CX










8

@ColinShaw_CX


EmotionalSignature®

@ColinShaw_CX


WhenCustomeraretiredtheybehavedifferently

(CognitiveDepletion)

Vohs&Heatherton(2000)PsychSci

•  Watchclipformovie•  Group1-FeelthatemoBonletitout•  Group2-Cameraonyou–wewantto

tomaintainstoneface.TastetesticecreammeasuredconsumpBon


Depletionruinsyourdiet

Vohs&Heatherton(2000)PsychSci

200

150

100

50Gram

sofIceCreameaten

Suppression

ofemotionsActNatural










12

@ColinShaw_CX

Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com 13

@ColinShaw_CX

Peopleareirrational!



C

50

40

IntuitiveSystemvs.RationalSystem

A

Energy saving 80

Durability 40

B

50

70

Which of these two equally-priced air conditioners would you buy?

Hamiltonetal.(2013)workingpaper


IntuitiveSystemvs.RationalSystem

34.2% 32.0%

70.1%

0%

20%

40%

60%

80%

Relative Choice Share of Brand A

A B A B C A C B

EnergySaving 80 50 80 50 50 80 50 50

Durability 40 70 40 70 40 40 40 70










17

@ColinShaw_CX


RationalSystem

IntuitiveSystem

StanovichandWest’s1999,

Alwayson,instant&automaBc

Controlled,on&off,selfaware,‘thinking’

•  It’sobvious•  It’sclear•  Ijustknowthisisright…•  Myguttellsme....•  AllmyexperiencetellsmeIshoulddothis.

•  Ihavebeenthinking...•  Ineedtothinkaboutit...•  Letmesleeponit•  Youraiseagoodpoint...•  Probably...•  Depends...


RationalSystem

IntuitiveSystem

StanovichandWest’s1999,

Effortless

ParallelThoughts

AssociaBve

IntuiBve&Perceptual

GoodatesBmates

Logsincidences&notescoloraBons

Slowtolearn

Fast Slow

SerialThoughts

Takeseffort,consumesenergy

GoodatprecisecalculaBons

Rulesbased

Goodatmakingtrade-offs

Learns&taught

Overridesdecisions

Largecapacity Smallcapacity

Alwayson,instant&automaBc

Controlled,on&off,selfaware,‘thinking’


@ColinShaw_CX


Automatic/Intuitivepurchasescenario…

21

How should I pay?

I don’t have to ‘think’ about it.

IntuitiveSystem‘Automatic’

Use my card

RationalSystem‘Thinking’ @ColinShaw_CX


Overridescenario…

22


RationalSystem‘Thinking’ @ColinShaw_CX

I want to buy a book on CX

This one looks cheap

Lets buy this book instead.

Hold on, cheap doesn’t mean

good! Lets take a look at who the author is

etc.



RationalSystem‘Thinking’

EmotionalstateenteringexperienceScenario-Customeristired,

distracted,hurried,stressed,multitasking

23

I want to buy a new Go Pro

camera for my vacation

Buy the Hero 4, it’s cool!

Buy Hero 4

I don’t have the energy to argue

with you. Do what you want…

Wahoo!

@ColinShaw_CX










24

@ColinShaw_CX


Firstoccasions

Subsequentoccasions

Ratbrainwaveac7vity


Howhabitsareformed…

1.Cue

2.RouBne

3.Reward


•  WalkingpastaStarbucksandsmellingcoffeetriggersthehabitofbuyingcoffee

•  Answeringthephoneandhearingsilencetriggerstherealizationthisisprobablyasalescallandtheyhaven’tconnectedtheagentyet

•  Watchingfellowpassengersgatheraroundtheboardinggateofanplanetriggersyoutostandupandjointheline

•  Leavingaseatinapublicplacetriggersyoucheckingoveryourshoulderthatyouhaven’tleftanything

•  Checkingemailwhenyouhearthe‘bing’thatyouhavereceivedanewmessage(It’sjustirresistibleisn’tit!)

1.Cue

2.RouBne

3.Reward

Customerhabitsareeverywherebutareweincontrol?


MarketinginaWorldofHabits










29

@ColinShaw_CX



IntuiBveSystem

RaBonalSystem

31

Intuitive&

Rationalsystem

combined

Habits

Heuristics


HeuristicEvaluationsofCX

32










33

@ColinShaw_CX


HaloEffects

•  Neatness

•  Voice

•  Physique

•  Bearing

•  Energy

•  Intellect

•  leadershipskills

•  Dependability

•  Loyalty

•  Responsibility

•  SelZlessness

•  Cooperation

34

Thorndike(1920)


$2.89/2-pack

HaloEffectsonPriceEvaluations


3.7

4.3

3.0

3.5

4.0

4.5

RaBngof$2.89 PriceraBng










37

LaunchedAugust2016

@ColinShaw_CX


Loyalty is a function of memory

Memories can be rewritten…


Source:ProfessorDanielKahneman


Peakendrule

Nobel Laureate Prof. Kahneman


TomoveyourCXtothenextlevelyouneedto…

CreateanIntuitiveCustomerby:

•  Embracethe7Imperatives

•  EmbraceCustomerirrationality•  Designemotionalexperiencethatdrivevalue•  UnderstatingwhenyourCustomermindsareinconZlict.

•  Understandthecuesinhabits,designinrewards•  Embracethefactthatloyaltyisafunctionofmemory.

•  DeZineanddesigninthepeakandendemotions


Whatnext?

•  OrderfromAmazonandotherbookstores!

•  Undertaketheselfassessment…

•  https://beyondphilosophy.com/intuitive-customer-self-

assessment/

•  IntuitiveCustomerTraining!

•  3x1hoursessionswithRyan&Colin•  First50peoplegetafreebook!•  Only$59forallthreehours!•  https://beyondphilosophy.com/courses/intuitive-

customer-7-imperatives-moving-customer-experience-

next-level/


BeyondPhilosophy.com

43


Attend the training



Documents

Book launch today! The Intuitive Customer - CEM · PDF fileBook launch today! The Intuitive Customer: ... Energy saving 80 Durability 40 B 50 70 ... Cue 2. RouBne 3. Reward