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I Second That Emotion: Using Emotional Intelligence to Drive Customer (and Employee) Engagement
Diane Magers, CCXPCEO, Customer Experience Professionals Association
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Why Emotion
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3 Words
Source: gigya.com
The Engagement Ecosystem TM
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We want morethan transactions…
we want engagingexperiences.
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Think of the lastexperience you hadwith an organization
or brand
where you were wowed!
We want morethan transactions…
we want engagingexperiences.
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Think of a bad experience you
recently had withan organization
or brand.
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Customer experience
The customer’s perception of all the interactions they have with us and the value it creates for them.
It is how we know and perform against their expectations.
It is about the emotions we create with every interaction.
It’s about understanding how to engage.
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What brands do
CultureServiceSalesRelationshipsPeopleMarketingProductsPrice
8
Caring for the experience
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What brands do How we feel
CultureServiceSalesRelationshipsPeopleMarketingProductsPrice
9
Caring for the experience
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What brands do How we feel How we respond
CultureServiceSalesRelationshipsPeopleMarketingProductsPrice
Stay or leaves
Spends more or less
Tells others
Values relationship
10
Caring for the experience
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What brands do How we feel How we respond Impacts the brand
CultureServiceSalesRelationshipsPeopleMarketingProductsPrice
Stay or leaves
Spends more or less
Tells others
Values relationship
Revenue
Share of wallet
Reduce costs
Referrals
Retention
New customers
11
Caring for the experience
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Touch point / InteractionPeople/process/systems/communications
Emotion and MemoryFeelings (conscious and subconscious) about the interaction
RelationshipThe experiences/memories over time
LoyaltyStrong bonds and relationships
BrandWhat customers expect, perceive and feel
Business and Customer Value
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As employees, we expect and want engagement and connection at work
want to be involved, consulted, provide ideasEngaged
want 1:1 experiences and support, personal growthPersonal
empowered, recognized, rewarded Valued
make a difference, giveback, contributePurpose
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Emotions throughout the journey
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Journey Mapping from the customer and employee’s perspective
• Needs/Wants• Emotions• Psychographics • Expectations• Conversions• Triggers • Negative/Positive• Micro-interactions
Journey mapping – emotion, upstream, value
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Maslow’s Hierarchy of Needs
EmotionalNeeds
Functional / Moment Needs
PhysiologicalBasic life needs – air, food, water, warmth, sleep
SafetyProtection, security, order, stability
Belonging/SocialFamily, affection, relationships, work group
EsteemAchievement, status, responsibility, reputation
CognitiveKnowledge, meaning, self awareness
AestheticBeauty, balance, form
Self-ActualizationPersonal growth, self-fulfillment
TranscendenceHelping others self-actualize
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Cotton canvas tote$5.98
COACH tote$598
• I need important things close to me at all times
• I need a shoulder bag so that my hands are free
• I need to get inside my bag quickly
• I need my friends to look to me for fashion advice
• I want something beautiful with me
• I need a bag that shows I am “in” and successful
MOMENT NEED:
What task am
I trying to complete
EMOTIONAL NEED:What
motivates me
© 2016 customer Experience Catalysts. All rights reserved Oracle, 2014
Brands that succeed meet functionaland emotional needs
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Rational and Conscious
Emotional and Subconscious
Beyond Philosophy, 2014
15%
85%
19
EMOTION & SUBCONSCIOUS
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PERSONALITY EMOTION
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Psychologics & Neuroscience
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Outcomes
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.
Adding the Human Element
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SocialViral
InteractiveCommunity-oriented
ShareableCool
ProactivePredictive
Prescriptive
Simple EasyEffortless
PersonalizedInsightful
ContextualSmart
EmpoweringFlexible
FastResponsive
TrustworthyFair
SecurePrivate
PersistentAvailable
Builds my confidence
ConsistentSeamlessIntegrated
Ecosystem-wide
What customers want to feel and experience
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Brands have to inspire emotions that evoke position associations and results in the future
Positive Emotions:Surprise, Happiness and Gratitude
Brand Embassy, 2016
Negative Emotions: Anger, Frustration, Disappointment
Trust & Retention
Mistrust &Loss of
Customer
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• Simple
• Easy
• Effortless
• Guided
• Touch point andtotal journey
• Personalized
• Insightful
• Contextual
• Smart
• Understanding
• Know me
• Help me
• Protect me
• Share
• Recommend
CustomerEffort Score
PersonalizationIndex Trust Index
Dashboard of the Future
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“I’m convinced that it is feelings – and feelings alone – thataccount for the success of the Virgin brand in all its forms.”
- Sir Richard Branson
• Real time proactive, mobile chat (employees and customers)
• Associates know - in almost real time data - what customersthink and feel about flights and interactions
• Fluid Insights - employee and customer groups workon opportunities using sentiment analysis
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Positive emotions: Happy, Pleased, Trusting, Valued, Cared for, Safe, Focused, Indulgent, Stimulated, Exploratory, Interested, Energetic.
Negative emotions: Dissatisfied, Frustrated, Disappointed, Irritated, Stressed, Unhappy, Neglected, Hurried.
How do you feel about service?Why?
Net Emotional Value
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Feel, Felt and Found
Customer:This Mac is just too expensive.
Genius:I can see how you’d feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.
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Discover the emotion
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