@geert_martens

Unlock the power of emotionsUnlock the power of emotions

@geert_martens, competence leader customer experience, 4C Consulting

Brussels, 15th May 2012Prepared for “Nice to Know You 2012”, by SAS Institute

4C Consulting  |  Service portfolio

@geert_martens

C t E i M t

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Customer Experience ManagementNaïve‐to‐Natural  |  Emotional Signature  |  Moments of Truth  |  Multi‐channel Strategy  |  Unique Customer View  |  CRM Roadmap

Marketing Excellence Sales Excellence Service Excellence

• Marketing Maturity Assessment• Campaign Management & Automation• Campaign Management Outsourcing

• SFA Management & Automation• Sales Portfolio Management• Sales Middle Office

• Customer Service Automation• Self Service Strategy & Management• Complaints Handlingp g g g

• Marketing Resource Management • Training & Coaching p g

Customer Insight ManagementIntelligent reporting  |  Data Quality  |  Data Integration  |  Advanced Analytics

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Book us for customer experience inspiration:Book us for customer experience inspiration:• Conference speaking

• Inspiration workshops

Hire us for customer experience transformation:• Customer experience statement

l• Emotional Signature

• Moments of Truth transformation

• CeX training & coaching

Geert Martens, competence leader customer experience• Mobile: +32 477 365 166

• Email: geert.martens@4cconsulting.com

• Twitter: @geert_martens

• Linkedin: http://be.linkedin.com/in/martensgeertp // / / g

• Slideshare: http://www.slideshare.net/gmartens

@geert_martens

The age ofThe age ofthe customerthe customer

Age of the CustomerPower comes fromengaging on an emotional

Age of Information

engaging on an emotionallevel with empoweredcustomers

gConnected PCs and supply chains mean thosewho control the i f ti fl

Age of DistributionGlobal connections and 

i

information flowdominate

Age of Manufacturing

transportation systemsmake distribution key

Age of ManufacturingMass manufacturingmakes individual power houses successful

@geert_martens

92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12

@geert_martens

@geert_martens

@geert_martens

When your customer are emotionally engaged theyWhen your customer are emotionally engaged, they...

Pay a price premium Buy more Stay loyal

Forgive operational

hiccups

Cost less to serve

Promoteyour brandp hiccups y

E ti lE ti lEmotionalCustomer Engagement

EmotionalCustomer EngagementCustomer EngagementCustomer Engagement

@geert_martens

What is aWhat is acustomer

experience?experience?

@geert_martens

A customer experience isA customer experience is

emotio organizatijournotionsgnization

jrneyns oneyHow a customer

feels and remembersa journey of interactions

with and aboutan organization

AffectionAngerAnnoyanceAnxietyApathyArousalAwe

Impactingthe way you feelCared for

ContemptCuriosityBoredomDepressionDesireDespairDisappointment At

ii

i

the way you feelabout

The company

The brandDisappointmentDisgustDreadEcstasyEmbarrassmentEmpathyEnergizedEnvyEuphoria

At eachinteraction, emotions

i i

The products

companyEuphoriaFearFocusedFretfulFrustrationGratitudeGriefGuilt

emotionsare evoked

i i

The service

HappinessHatredHopeHorrorHostilityHurriedHysteriaIndifference

i i

Value

The people

IndifferenceInterestIrritationJealousyLoathingLonelinessLoveLustMisery

i i

Othercustomers

Valuereceived

MiseryNeglectedPamperedPityPleasedPrideRageRegret

Yourself

customersgRemorseSadnessSatisfactionShameShockShynessSorrowSufferingSufferingSurpriseStressedTrustValuedWonderWorrySource: xprnc.be

@geert_martens

Make or Break moments

Make or Break moments“Moments of Truth”

@geert_martens

What is aWhat is agreat customerg

experience?experience?

@geert_martens

D lib tDeliberate

Valued on anemotional level

Great customerexperiences

Great customerexperiences

Perfect on all Moments of Truth

pp

Consistentacross touchpoints

& customer lifecycle& custo e ecyc e

@geert_martens

@geert_martens

@geert_martens

@geert_martens

Reason Conclusions

Emotion ActionEmotion Action

The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusionsDonald Calne

@geert_martens

“Emotions color“Emotions colorEmotions color the experience and,Emotions color the experience and,pmore importantly, how the experience

pmore importantly, how the experiencehow the experiencewill be remembered”D ld A N

how the experiencewill be remembered”D ld A NDonald A. NormanDonald A. Norman

Source: http://www.slideshare.net/koenatclaes/on-why-we-should-not-focus-on-ux

@geert_martens

People will forget what you said, people will forget what you did,People will forget what you said, people will forget what you did,people will forget what you did, but people will never forget how you made them feel. Maya Angelou

people will forget what you did, but people will never forget how you made them feel. Maya Angelou

@geert_martens

Source: @ColinShaw_CX , @MicahSolomon and @geert_martens

@geert_martens

@geert_martens

@geert_martens

@geert_martens

@geert_martens

Consistentacrossacross

touchpoints& lifecycle

@geert_martens

Next practicesNext practices

@geert_martens

@geert_martens

You can’t stop the waves,b l h fYou can’t stop the waves,b l h fbut you can learn how to surfJon Kabat‐Zinnbut you can learn how to surfJon Kabat‐Zinn

Define & measure KPIsBuild a CeX statement

@geert_martens

Calculate ROI

Id if i i i

Break‐down the CeX statement into: +/‐ emotions, traits & desired behavior

Customize for core segments & Define touch points code of conduct

1.Define1.DefineIdentify improvement opportunities

Define fit‐gap & identify quick wins

2. Design2. Design4. 4. MeasureMeasure

3.3. ImplementImplementD i i l i d & 3. 3. ImplementImplementDesign behavioral principles per business unit

Map the customer journey f h t

Design implementation roadmap & implement Quick Wins

Implement the Moments of Truth

for each core segment

Identify the Moments of Truth (MoT) for each journey

Design the MoT: emotions behavioral

Communicate. Repeat.

Train & coachDesign the MoT: emotions, behavioral principles, processes, tools & KPIs

geert.martens@4Cconsulting.com @geert_martens

http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com