1. Book launch today! The Intuitive Customer: Seven Imperatives for moving your CX to the next level
@ColinShaw_CX
© Beyond Philosophy All rights reserved

2. Your hosts today….
@ColinShaw_CX

3. Any questions?
Type questions into the control panel during the webinar.
Because this is a public webinar, you have entered in listen-only mode, but that of course doesn’t mean we don’t want to hear from you. We’re really keen for you all to interact as much as possible with us today to maximise what you take-away from today’s webinar, so please feel free to send through your questions as you think of them using the questions pane in your control panel.
We’ll also have some time at the end for a full Q&A to make sure we get through all your questions in today’s webinar.

4. My NPS program is plateauing….
What should I do?
@ColinShaw_CX

5. Behavioural Economics
Psychology
Subconscious
Emotions
Rational Action

6. “We have Increased our Net promoter score by 34 points in 30 months using Beyond Philosophy’s methodologies. We have grown revenues by 10% year on year, in a ‘shrinking printer usage market”
Glenn Laverty
President & CEO Ricoh Canada
@ColinShaw_CX

7. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

8. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

9. Emotional Signature®
@ColinShaw_CX

10. When Customer are tired they behave differently (Cognitive Depletion)
Watch clip for movie
Group 1 - Feel that emotion let it out
Group 2 - Camera on you – we want to to maintain stone face.
Taste test ice cream measured consumption
Vohs & Heatherton (2000) PsychSci

11. Depletion ruins your diet
200
150
Grams of Ice Cream eaten
100 50
Vohs & Heatherton (2000) PsychSci
Suppression
of emotions
Act Natural

12. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

13. People are irrational!
@ColinShaw_CX

15. Intuitive System vs. Rational System
Which of these two equally-priced air conditioners would you buy? A
Energy saving 80
Durability 40 B 50 70 C 50 40
Hamilton et al. (2013) working paper
© Beyond Philosophy All rights reserved

16. Intuitive System vs. Rational SystemB C
Energy Saving 80 50
Durability 40 70
© Beyond Philosophy All rights reserved

17. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

18. Intuitive System Rational System
Always on,
instant & automatic
Controlled, on & off,
self aware, ‘thinking’
It’s obvious
It’s clear
I just know this is right…
My gut tells me....
All my experience tells me I should do this.
I have been thinking...
I need to think about it...
Let me sleep on it
You raise a good point...
Probably...
Depends...
Stanovich and West’s 1999,

19. Intuitive System Rational System
Large capacity
Small capacity
Rational
System
Always on,
instant & automatic
Fast
Slow
Controlled, on & off,
self aware, ‘thinking’
Effortless
Takes effort, consumes energy
Parallel Thoughts
Serial Thoughts
Associative
Rules based
Intuitive & Perceptual
Good at precise calculations
Good at estimates
Good at making trade-offs
Logs incidences & notes colorations
Overrides decisions
Slow to learn
Learns & taught
Stanovich and West’s 1999,

20. @ColinShaw_CX
What credit card do I use…..

21. Automatic/Intuitive purchase scenario…
Intuitive System
‘Automatic’
Use my card
I don’t have to ‘think’ about it.
How should I pay?
Rational System
‘Thinking’
@ColinShaw_CX

22. Lets buy this book instead.
Override scenario…
Intuitive System
‘Automatic’
This one looks cheap
I want to buy a book on CX
Hold on, cheap doesn’t mean good! Lets take a look at who the author is etc.
Lets buy this book instead.
Rational System
‘Thinking’
@ColinShaw_CX

23. Emotional state entering experience Scenario - Customer is tired, distracted, hurried, stressed, multi tasking
Intuitive System
‘Automatic’
Buy the Hero 4, it’s cool!
Wahoo!
I want to buy a new Go Pro camera for my vacation
Buy Hero 4
I don’t have the energy to argue with you. Do what you want…
Rational System
‘Thinking’
@ColinShaw_CX

24. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

25. First
occasions
Subsequent
occasions
Rat brain
wave activity

26. How habits are formed…
1. Cue
2. Routine
3. Reward

27. Customer habits are everywhere but are we in control?
Walking past a Starbucks and smelling coffee triggers the habit of buying coffee
Answering the phone and hearing silence triggers the realization this is probably a sales call and they haven’t connected the agent yet
Watching fellow passengers gather around the boarding gate of an plane triggers you to stand up and join the line
Leaving a seat in a public place triggers you checking over your shoulder that you haven’t left anything
Checking when you hear the ‘bing’ that you have received a new message (It’s just irresistible isn’t it!)
1. Cue
2. Routine
3. Reward

28. Marketing in a World of Habits

29. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

30. Cognitive
Miser
Mental
Effort

31. Intuitive System Rational System Intuitive & Rational system combined
Habits
Intuitive
&
Rational
system
combined
Heuristics

32. Heuristic Evaluations of CX

33. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
@ColinShaw_CX

34. Halo Effects Neatness Voice Physique Bearing Energy Intellect
leadership skills
Dependability
Loyalty
Responsibility
Selflessness
Cooperation
Thorndike (1920)

35. Halo Effects on Price Evaluations
$2.89 /
2-pack

36. Price rating
Rating of $2.89

37. ‘Seven Imperatives’ or moving your CX to the next level
Recognize that Customers decide emotionally and justify rationally
Embrace the all-encompassing nature of Customers’ irrationality
Understand that Customers’ minds can be in conflict with themselves
Commit yourself to understanding and predicting Customer habits & behaviors
Uncover the hidden causes and unintended consequences of why Customers want things to be easy
Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects
Realize the only way to build Customer loyalty is through Customer memories
Launched August 2016
@ColinShaw_CX

38. Loyalty is a function of memory
Memories can be rewritten…

39. Experiencing self
Remembering self
Source: Professor Daniel Kahneman

40. Peak end rule
How much did you suffer?
Nobel Laureate Prof. Kahneman

41. To move your CX to the next level you need to…
Create an Intuitive Customer by:
Embrace the 7 Imperatives
Embrace Customer irrationality
Design emotional experience that drive value
Understating when your Customer minds are in conflict.
Understand the cues in habits, design in rewards
Embrace the fact that loyalty is a function of memory.
Define and design in the peak and end emotions

42. What next? Order from Amazon and other book stores!
Undertake the self assessment…
Intuitive Customer Training!
3 x 1 hour sessions with Ryan & Colin
First 50 people get a free book!
Only $ 59 for all three hours!

43. BeyondPhilosophy.com

44. Attend the training