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www.beyondphilosophy.com
Seven key questions
critical to improving your
Customer Experience
Colin Shaw
Founder & CEO,
Beyond Philosophy
@ColinShaw_CX

beyondphilosophy.com
Who are Beyond Philosophy?
2
We work globally with offices in
London and North America;
with partners in Africa & Asia.
Customer Experience is
all we do!
Customer Experience is
all we do.. Since 2002!
Thought leadership is our
differentiator
Evidence based consulting
& training
We focus on the emotional
side of customer experience
‘Emotional Customer
Experiences’
– a practical guide 2014

Organizations we have worked with…
© Beyond Philosophy. 2001-2014 All rights reserved 3

beyondphilosophy.com© Beyond Philosophy. 2001-2014 All rights reserved
Rational and Conscious
Emotional and Subconscious
4

We act.We ‘see’
things
95%
subconscious
Experience
Psychology
Maslow,
Cognitive
Dissonance etc
We feel
emotions
Cared for
Trust
Frustrated

•  Increases shipping volume. “Maersk
correlated a 4 point increase in Net Promoter
Scores with a 1% increase in additional
volume shipped by customers”.
•  Training improves Net Promoter Scores in
local regions. “Maersk gave regional
divisions the option of putting regional
customer experience councils in place. The
55 regions that have set up local councils also
received a three-day training course in
customer experience improvement methods.
The firm then did a study comparing regions
with and without a council. The result:
participating local offices score 10 points
higher on their NPS than those offices that
opted out”.
NPS from -10 to +30
7© Beyond Philosophy. 2001-2014 All rights reserved

Key strategic questions…
1.  What is the Customer Experience you are
trying to deliver?
2.  What are the emotions you are trying to
evoke?
3.  What is your subconscious experience?
4.  What do your Customers really want and
what drives & destroys value?
5.  Who are your Customers?
6.  Is your Customer Experience deliberate?
7.  How Customer centric is your organization?

9
Maersk Line Customer Experience Statement
- our goal for every customer experience
Trust
Be honest, set realistic expectations, follow-up on your commitments
Cared For
Know your customer, be proactive, be adaptable
Pleased
Take ownership, show enthusiasm, do a little bit extra

trying to deliver?
evoke?

The dimensions of the Emotional Signature®
database
•  Database started in 2005
•  B2B & B2C
•  50,000 people have undertaken the
surveys
•  A total of 4,500,000 survey questions have
been answered
•  1,250,000 answers are based on ‘What a
Customer wants’
•  1,000,000 answers are based on what
Customer feels i.e.: emotions, Trust, cared
for, valued
•  Looks over 1,500 attributes/touch points
•  Over 100 industries
•  In 40 countries
•  We know of the top attributes that drive
value…
World's largest database on Customer emotions & value
11

Emotional profile - the level of emotional engagement

trying to deliver?
evoke?

Sometimes we don’t know about the things that influence
us, we just subconsciously perceive them…
© Beyond Philosophy. 2001-2014 All rights reserved
I am acting in a certain way, but not sure why…..
5:1
15

Subconscious signals effect our behaviour and we
don’t know why…
" Attributes of the brand
"   Speed
"   Power
"   Aggressiveness
"   Risk-taking
Professors S. Adam Brasel and
James Gips of the Boston College
Carroll School of Management

Should
Will

trying to deliver?
evoke?

Forrester predicts 2013 is the year of Customer
emotions and our Emotional Signature
Beyond Philosophy © All rights reserved. 2001-2013
Emotional insights will take center stage.
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).
As firms start to emphasize customer emotion in
2013, we expect to see more vendors developing
offerings like Beyond Philosophy’s Emotional
Signature, which examines the rational,
subconscious, and emotional elements of an
experience.
SOURCE http://
blogs.forrester.com/
kerry_bodine/
13-01-04-
forresters_2013_custo
mer_experience_predi
ctions

22

What customers
say they desire
What drives
business value
23

Priority Order of the Attributes (Combined desirability and
current value) – Premium Consumers
TopTen
Relative Magnitude0 +-
Desired by Customer Effect on Value

trying to deliver?
evoke?

Nostalgic Barometer
q  The shopping experience for the Nostalgic is the latest reminder of a
past of security and comfort of the ‘good old days,’ when items were
always made right and people were always considerate.
27
1 2 3
Neutral
Positive
Negative
Rating
Steps 4 5 6 7 8 9 12 13 14 15 16
Entrance
Orientation
Basketpick-up
Wheretogo
Browsing
Merchandising
Productselection
Entertainment
Orientationinstore
UseofStaff
Engagementw/staff
Queue
POSStaff
Exit
10 11
Staffresponse
Othersinteraction
Anxiety
Anxiety

Key Strategic questions…
trying to deliver?
evoke?

Anticipating my needs?

?

A Human journey…Health Insurance
RationalEmotionalSubconscious
Experience
Psychology
X
Legal
Documents
Confusing
offers
Getting
Auth’ztion
Billing
Complexity
Renewal
notice
Confirmation
Bias
Asymmetric
Dominance
Cognitive
Dissonance
Prospect
Theory
Peak
End
Rule
Welcome
Call
message
Maslow
Self
Esteem
Customer
deals
with agent
Purchase
policy
Receive
Contact
Auth’ztion
for
treatment
Billing
EOB’s
Benefit
statement
Renewal
Notice
Stressed
Pleased
Irritated
Frustrated Dissatisfied Neglected

trying to deliver?
evoke?
7.  How Customer centric is your organization?

" Questions

Live web
based
training…
" Foundation Customer Experience
Management Certification Course - $1,850
"   Starting 22nd Sept - 3rd Nov
"   Discount Code - WEBINAR200 - $200 Off
" Customer Experience Measurement - $499
"   5th Nov - 19th Nov
" Employee Engagement Course - $599
"   9th Sept - 30th Sept

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