customer experience management by ian rheeder

1. Neuroscience of CEM: Ian Rheeder, Chartered Marketer, MSc. Innovation

The Psychology of Customer Experience Management (CEM)

Ian Rheeder, Chartered Marketer (SA), MSc. Innovation

www.markitects.co.za

Neuroscience of CEM: Ian Rheeder

Imagine a 10-person bicycle approaching the finish line. Three are pedaling, five are pretending, and two are jamming the breaks.

Employee Engagement Statistics


CUSTOMERS


Every audit was a terrible experience. No one is delighting customers. Why?

HIDDEN CAMERA

Winning ways to win customers

7 x


The Initial Hello Face


Moment-of-Truth


Touch-point #2

Security Guard

Touch-point #1


Achor, S. (2013). Before Happiness. Pp.189-191 (Ritz-Carlton Hotel, Sam Walton,)

One major solution?


The 10/5 Way to make people feel valued

Achor, S. (2013). Before Happiness. Pp.189-191 (Ritz-Carlton Hotel, Sam Walton,)

10 Meters

Smile

5 Meters

Say Hello

10/5 WAY


Law of similar responses

INFECT EACH OTHER WITH

MOTOR MIMICRY

YOU CUSTOMER


Law of similar responses

YOU CUSTOMER


STOP Trying to Delight Your Customers

July - Aug 2010

Dixon, Mathew. Freeman, Karen and Toman, Nicholas, STOP Trying to Delight Your Customers,

Harvard Business Review, July-August, 2010, p116


CUSTOMERS

Stop delighting customers and get back to basics.


Bad is bigger than Good

Achor, S. (2013:11, 27). Before Happiness. The five hidden keys to achieving success, spreading happiness, and sustaining positive change. Crown Business (Random House). New York.

Our emotional brain latches hard onto negativity

Its our ancient survival mechanism

3:1 We need a positivity ratio of to cancel out a negative fact


Product to customer

(Dawar, Harvard, 2013)

Downstream activities are

emerging as the main sources of

competitive advantage.


What makes a great leader?


Combination of 3-things


TEC


TEC Leadership

LEAD BY EXAMPLE

Working with staff

ACCOUNTABLE

TEC Leadership


Part 2: Understanding Consumer Behaviour

Part 3: Customer Experience Management (CEM)


Part 1 of 3

CENTRICITY BEGINS AT HOME Part 1


Multi-Way Communication

Company 1. Internal

comms 2. External

comms

Winning ways to win customers

STAFF Service Provider

YOUR CUSTOMERS

3. Interactive comms


Hire for Attitude/Culture

Hiring the right culture is more important than skill. !

You can improve a persons skills, but beliefs, values (attitudes)

are relatively fixed. !

Why?


Indifference =

Disgust

The new E word: USA Statistics

Engaged 33%

Not engaged 49%

Actively Disengaged 18%

In the USA, 49% of employees are not engaged Gallup, 2013


Globally: 13% are Engaged

B: Engaged 13%

C: Not engaged 60%

D: Actively Disengaged 27%

Beck, R. & Harter, J. (2014:39-40). Why good managers are so rare. Entrepreneur. No.98, May 2014. Copyright Harvard Business Review News Service. And Galllups 27 million employee study

A: Leaders Manager 82% not talented to lead (training required)


When you love your work, then.


The single greatest advantage in the modern economy is a happy and

engaged workforce.

Shawn Achor, Author of The Happiness Advantage, 2012


Creativity increases by 300%. Blue Collared: 27% more productive

Call centre staff 400% higher sales (tone)

Other sales staff 37% higher sales

Spreitzer, G, & Porath, C. (Jan-Feb, 2012), Harvard Business Review. p.96, and p.102


Part 3: Customer Experience Management (CEM)


Part 2 of 3

UNDERSTANDING CONSUMER BEHAVIOUR Part 2

Part 1: Centricity begins at home


The rational human does NOT exist


Trust is like a squeeze tube once its

squeezed out, its difficult to push back in.

Ian Rheeder, Markitects


The Best Fiscal Stimulus: Trust, by Michael Haederle How the potent hormone of empathy, oxytocin, is shaking up the field of economics. Neuroeconomist Paul Zaks studies show this to be true.

Trust


Basic Emotions

EMOTION Opposite Emotion (Negative)

Trust (Acceptance, Admiration = Oxytocin)

Disgust

Robert Plutchik (21 October 1927 29 April 2006) was professor emeritus at the Albert Einstein College of Medicine and adjunct professor at the University of South Florida.


Ren Descartes - 1596 1650, Father of Modern Philosophy

I think, therefore I am. I feel, therefore I am.


We are driven by EMOTIONS


EMOTIONS Drive PEOPLE PEOPLE Drive PERFORMANCE


Colour

80% of visual

information is related to

colour.

Color Design Workbook, Stone. T.L, Rockport, 2006


Red is Edible!


Sight

Pharmacological look/feel,

therefore it must work.


Smell = Quality


Sound = Quality


Part 2: Understanding Consumer Behaviour


Part 3 of 3

CUSTOMER EXPERIENCE

MANAGEMENT (CEM) Part 3

Part 1: Centricity begins at home


TOILETS

Farewell (last impression)

MOTs at Service Station

Forecourt clean & safe

Customer sees

advert

MOT #1 Remember: Bad is

300% bigger than

good. Meet & Greet (tone) Requirements are discussed

Express Retail Store

Service attendants body

language

MOT #4

MOT #2

MOT #6

Speed of service

MOT #5

MOT #3

Payment & Avios


When YOU love your work, then CUSTOMERS love your work!


Thank you!

[email protected] www.markitects.co.za

customer experience management by ian rheeder

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