Seven Philosophies to build a great customer experience

The Seven Philosophies for Building a Great
Customer Experience

Colin Shaw
Founder, Beyond Philosophy

Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com

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The Beyond Philosophy Perspective

Customer Experience Thought leadership is Fourth book launched
is all we do! our differentiator in September 2010

Offices in London,
Atlanta with Partners in Links with Focus on the emotional side
Europe & Asia Academia of the Customer Experience


We are Proud to Have Helped Some Great Organizations…

www.beyondphilosophy.com
Beyond Philosophy © All rights reserved. 2001-2010

85% of senior business leaders say that just
differentiating on the physical - traditional is no longer
sustainable…

Source: Marketing forum original
research


Customer Experience Definition

A Customer Experience is an interaction between
an organization and a customer as perceived
through a Customers conscious and subconscious
mind. It is a blend of an organization‟s rational
performance, the senses stimulated and emotions
evoked and intuitively measured against customer
expectations across all moments of contact.


Seven Philosophies for Building a Great Customer
Experience

Great Customer Experiences are:
1. A source of long-term competitive advantage
2. Created by consistently exceeding Customers physical &
emotional expectations in areas that drive value
3. Differentiated by focussing on stimulating planned
emotions
4. Enabled through inspirational leadership, an empowering
culture and empathetic people who are happy and fulfilled
5. Designed “Outside In” rather than “Inside Out”
6. Revenue generating and can significantly reduce costs
7. An embodiment of the brand


Experience



“How well did we anticipate your
needs?”


Anticipating my needs?


Experience

emotions


Understanding the Customers Emotional Journey
using Moment Mapping®

+
Exceeding
emotional
expectations CP
CP
+
Enter EC Helped DVD EC Visit
Not They
the Welcome Wait with Wait the
working fix
Resort EC Reception bags CP pool
it

Failing
CP EC
emotional

_
expectations
Emotional Events
EC - Emotional Cookie

CP - Combustion Point


“There‟s higher re-trade and higher new trade on
all of those. We‟ve seen something like a 20%
uptake over and above the „traditional‟ mail shot”.


Experience

emotions


Experience

emotions
6. Revenue generating and can significantly reduce costs


Why is Customer Experience important?

Construction company
Increased profits by 50%
Moved from 4th to 1st in market share

Electrical Retailer
Reduction in complaints by 20%
Increase levels of trust by 10%
3% increase in „like for like‟ sales.

Insurance company
76% to 6 % return calls – million calls of
calls
Moved from 73% to over 90% Customer
satisfaction
Telecoms – Business to Business
Cost savings of 36%
Increased revenues by 7%


Stock Performance Indications

Compared the S&P 500 market index with the top 10 companies in the
Forrester's CE Index and the CE laggards. Between 2007 and 2009 .

Source: Watermark Consulting 2010.

The brand makes a promise in the
market; the Customer Experience
delivers that promise.


Questions?

• Colin.shaw@beyondphilosophy.com

London Office: 0207-917-1717
Atlanta Office: 1-678-638-6162


Seven Philosophies to build a great customer experience

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