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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
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Yourhoststoday….
2
@ColinShaw_CX
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Anyquestions?
Typequestionsinto
thecontrolpanel
duringthewebinar.
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4
@ColinShaw_CX
MyNPSprogramisplateauing….
WhatshouldIdo?
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Psychology Subconscious Emotions RationalAction
5
BehaviouralEconomics
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6
“WehaveIncreasedourNetpromoterscoreby34pointsin30monthsusingBeyond
Philosophy’smethodologies.Wehavegrownrevenuesby10%yearonyear,ina‘shrinking
printerusagemarket”
GlennLavertyPresident&CEORicohCanada
@ColinShaw_CX
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
7
@ColinShaw_CX
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
8
@ColinShaw_CX
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EmotionalSignature®
@ColinShaw_CX
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WhenCustomeraretiredtheybehavedifferently
(CognitiveDepletion)
Vohs&Heatherton(2000)PsychSci
• Watchclipformovie• Group1-FeelthatemoBonletitout• Group2-Cameraonyou–wewantto
tomaintainstoneface.TastetesticecreammeasuredconsumpBon
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Depletionruinsyourdiet
Vohs&Heatherton(2000)PsychSci
200
150
100
50Gram
sofIceCreameaten
Suppression
ofemotionsActNatural
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
12
@ColinShaw_CX
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@ColinShaw_CX
Peopleareirrational!
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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
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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
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
17
@ColinShaw_CX
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com 18
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...
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RationalSystem
IntuitiveSystem
StanovichandWest’s1999,
Effortless
ParallelThoughts
AssociaBve
IntuiBve&Perceptual
GoodatesBmates
Logsincidences¬escoloraBons
Slowtolearn
Fast Slow
SerialThoughts
Takeseffort,consumesenergy
GoodatprecisecalculaBons
Rulesbased
Goodatmakingtrade-offs
Learns&taught
Overridesdecisions
Largecapacity Smallcapacity
Alwayson,instant&automaBc
Controlled,on&off,selfaware,‘thinking’
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@ColinShaw_CX
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Automatic/Intuitivepurchasescenario…
21
How should I pay?
I don’t have to ‘think’ about it.
IntuitiveSystem‘Automatic’
Use my card
RationalSystem‘Thinking’ @ColinShaw_CX
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Overridescenario…
22
IntuitiveSystem‘Automatic’
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.
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IntuitiveSystem‘Automatic’
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
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
24
@ColinShaw_CX
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Firstoccasions
Subsequentoccasions
Ratbrainwaveac7vity
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Howhabitsareformed…
1.Cue
2.RouBne
3.Reward
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• WalkingpastaStarbucksandsmellingcoffeetriggersthehabitofbuyingcoffee
• Answeringthephoneandhearingsilencetriggerstherealizationthisisprobablyasalescallandtheyhaven’tconnectedtheagentyet
• Watchingfellowpassengersgatheraroundtheboardinggateofanplanetriggersyoutostandupandjointheline
• Leavingaseatinapublicplacetriggersyoucheckingoveryourshoulderthatyouhaven’tleftanything
• Checkingemailwhenyouhearthe‘bing’thatyouhavereceivedanewmessage(It’sjustirresistibleisn’tit!)
1.Cue
2.RouBne
3.Reward
Customerhabitsareeverywherebutareweincontrol?
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MarketinginaWorldofHabits
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
29
@ColinShaw_CX
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IntuiBveSystem
RaBonalSystem
31
Intuitive&
Rationalsystem
combined
Habits
Heuristics
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HeuristicEvaluationsofCX
32
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
33
@ColinShaw_CX
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HaloEffects
• Neatness
• Voice
• Physique
• Bearing
• Energy
• Intellect
• leadershipskills
• Dependability
• Loyalty
• Responsibility
• SelZlessness
• Cooperation
34
Thorndike(1920)
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$2.89/2-pack
HaloEffectsonPriceEvaluations
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3.7
4.3
3.0
3.5
4.0
4.5
RaBngof$2.89 PriceraBng
![Page 37: 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](https://reader031.vdocument.in/reader031/viewer/2022030503/5ab04f087f8b9a3a038e81ad/html5/thumbnails/37.jpg)
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‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeinconYlictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
37
LaunchedAugust2016
@ColinShaw_CX
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Loyalty is a function of memory
Memories can be rewritten…
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Source:ProfessorDanielKahneman
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Peakendrule
Nobel Laureate Prof. Kahneman
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TomoveyourCXtothenextlevelyouneedto…
CreateanIntuitiveCustomerby:
• Embracethe7Imperatives
• EmbraceCustomerirrationality• Designemotionalexperiencethatdrivevalue• UnderstatingwhenyourCustomermindsareinconZlict.
• Understandthecuesinhabits,designinrewards• Embracethefactthatloyaltyisafunctionofmemory.
• DeZineanddesigninthepeakandendemotions
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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/
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Attend the training
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