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Unlocking The Power of the Customer Journey
In just a few years 89% of businesses will compete mainly on customer experience.
-Gartner
I did even whip out my inner Austin Powers
I whipped out my inner Queen on this guy
“Whether it's b2b or b2c you're selling to or delivering service to a human.”
-Dr. David Vik (Zappos Culture Creator)
Tactical Decision Model
“It’s the emotional connections that a brand makes…that last the longest and go the deepest.”
-Ivan Wicksteed, CMO - Old Navy
Emotional Intelligence raised customer experience scores
McKinsey & Company
Tactical Decision Model
Intro slide
“…companies spend a lot of money fixing the process but they ignore the people side.”
-Matthew Dixon
50% FAIL
Journey mapping problems
REACTIVE POST MORDEM
FRAMINGEFFECT
CONVERGENTTHINKING
Creating a Customer-first culture
A Lego Foundation study reports that
students lose more than 90% of their
creative capacity during their school
years.
The World Economic Forum reports that
creativity will become one of the top
three skills in demand by 2020.
Design for emotion
Empathy Map
1st
2nd3rd
4th
5th 6th
7th
8th
9th
Activity: Empathy Map
Increase your EQ to influence and evoke emotions
“We have never uncovered insight likes this before.”
“This will help us work better together.”
Emotional Intelligence (EQ) Competencies1.______2.______3.______4.______5.______6.______7.______8.______9.______10._____11._____
12.______13.______14.______15.______16.______17.______18.______19.______20.______21._____22._____
23.______24.______25.______26.______27.______28.______29.______30.______31.______32._____33._____
34.______35.______36.______37.______38.______39.______40.______41.______42.______43._____44._____
45.______46.______47.______48.______49.______50.______51.______52.______53.______54._____
EMPATHY
Make it
MOREeffective
is a theory in social psychology that describes the relation between psychological distance and the extent to which people's thinking is abstract or concrete.
For more: Lile Jia, Indiana University
Construal level theory (CLT)
Psychological distance
NCREASEScreativity
Activities
Objective:I’m not our customer..
Curse of Knowledge
Process of acceptance
- This is worthless nonsense.
- This is ODD, but interesting.
- This is true, but quite unimportant.
- I always said so.
J.B.S Haldane, Evolutionary Biologist
Yabt
Yea, BUT…
Mrs. Fields
Thank you!
Jim Rembach
336-288-8226 [email protected]