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Bridging the Experience Gap,[object Object],Beyond Philosophy Webinar,[object Object],Steven Walden, Senior Head of Research and Consulting,[object Object],Colin Shaw, Founder and CEO  ,[object Object],Zhecho Dobrev, Consultant,[object Object]
Webinar Flow,[object Object],Introductions and Instructions 	 	5 minutes,[object Object],Research Findings 			25 minutes,[object Object],What can you do about it… 		15 minutes,[object Object],Questions and Answers 			15 minutes,[object Object],Feedback Questionnaire		 2 minutes,[object Object],2,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
3,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],The Beyond Philosophy Perspective,[object Object],Customer Experience is all we do!,[object Object],Thought leadership is our differentiator,[object Object],Fourth book launched in September 2010,[object Object],Links with ,[object Object],Academia,[object Object],Focus on the emotional side of the Customer Experience,[object Object],Offices in London, Atlanta with Partners in Europe & Asia,[object Object]
4,[object Object],We are Proud to Have Helped Some Great Organizations…,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
Bridging the Experience Gap,[object Object],Customer Experience Trend Tracker Research,[object Object]
Customer Experience Trend Tracker Research,[object Object],1,000 interviews (Organization Managers and Consumers),[object Object],UK and USA ,[object Object],Online survey,[object Object],6,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],18-24,[object Object],55-64,[object Object],25-34,[object Object],  Industries,[object Object],Age,[object Object],45-54,[object Object],35-44,[object Object]
The Definition of Customer Experience,[object Object],7,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],A Customer Experience is an interaction between an organization and a customer. ,[object Object],It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact.,[object Object]
The Experience Gap ,[object Object],8,[object Object],Consumer,[object Object],Organizations,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
Emotional Gap,[object Object],Understanding How Customers Feel,[object Object]
Emotional Gap – Organizations Miss the Real Picture,[object Object],10,[object Object],The gap – customers feel more negative than organizations think,[object Object],The customer experience is bland: it is not as positive as organizations think!,[object Object],Customers do not distinguish between the different emotions. This is an opportunity for differentiation,[object Object],Blight of the bland,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
Organizations Think They Focus on Emotions but ...,[object Object],11,[object Object],Less than 20% of organizations consider how customers feel,[object Object],Customers feel that 80% of organizations consider them a transaction,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
12,[object Object],A Lack of Full Understanding of the Customer Experience,[object Object],4Ps rational,[object Object],understanding,[object Object],… ..we know that 50% of the Experience is about the emotions,[object Object],Sub-conscious,[object Object],& Emotional,[object Object],understanding,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
The Power of the Subconscious,[object Object],“One figure which always surprises people is...,[object Object],The subconscious processes 200,000 times more information than the conscious mind without us having to focus on it and does that processing before our eyes have even recognised the person or object. ,[object Object],It is disposed to process emotions even faster, around 10 times faster than our conscious mind.”,[object Object],-- Dr Peter Jones,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],13,[object Object]
Customers Say Inconsistent in Handling Issues,[object Object],14,[object Object],61% of customers say there is a problem in terms of consistency in handling issues yet only 23% of managers recognize the problem,[object Object],66% of organizations think they are honest and cooperative: but in contrast, only 15% of customers think they are!,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
When There is an Issue it is Hard to Get to a Manager,[object Object],15,[object Object],Only 25% of customers say it’s easy to speak to a manager,[object Object],…despite the fact that 70% of organizations believe they are committed to Customer Experience ,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
The Problem of Hidden Defectors,[object Object],16,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Case Study:,[object Object],Enterprise with 2 million customers,[object Object],Revenue = $200,000,000 per year ,[object Object],Average Revenue per customer = $100 per year,[object Object],Sources: Cherry Tree Research, Bain & Co., McKinsey, Harvard Business Review and Gartner,[object Object],2,992 customers,[object Object],$299,200,[object Object],At risk — 34%Issue not resolved,[object Object],2,464 customers,[object Object],$246,400,[object Object],Complain2%,[object Object],Defect — 28%,[object Object],8,800,[object Object],customers,[object Object],Poor experience22%,[object Object],Resolved — 38%,[object Object],440,000,[object Object],customers,[object Object],Do notcomplain98%,[object Object],At risk — 55%Decline in wallet,[object Object],share,[object Object],237,160 customers,[object Object],$23,716,000,[object Object],Positiveexperience 78%,[object Object],431,200,[object Object],customers,[object Object],194,040 customers,[object Object],$19,404,000,[object Object],Defect — 45% ,[object Object]
New Economics: Hidden Defectors on Social Media,[object Object],17,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
Organizations Lack Familiarity with Customer Expectations,[object Object],18,[object Object],Only 38% of organizations state with confidence they know their customers’ expectations,[object Object],Mind the gap! Only 6% of customers think organizations know their expectations,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
Starbucks Rebounds by Understanding Expectations,[object Object],19,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Inthe First Quarter of 2010, net income was $241.5 million, up from $64.3 million in the year-ago quarter. ,[object Object],Same store sales jumped to 4% from  –9% year on year.,[object Object],Sun Belt – prefer cold drinks,[object Object],Northeast – like drip coffee,[object Object],Pacific Northwest – drink more espresso,[object Object]
Do the Research AND Take Action on it,[object Object],20,[object Object],Majority of organizations either don’t conduct customer research or don’t act upon it ,[object Object],Organizations are slow to respond to change,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
Improvements to Customer Experience,[object Object],21,[object Object],Only 5% of consumers think their customer experience with organizations has improved,[object Object],Yet 29% of organizations think it has!,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Source: Beyond Philosophy CETT ,[object Object]
So What is Surprising?,[object Object],The magnitude of the gaps,[object Object],The extent of the gaps,[object Object],The lack of organizational awareness of the gaps and their size,[object Object],The lack of emotional understanding of customers,[object Object],The degree to which customer-centricity has lacked effectiveness within organizations (it is just a word!),[object Object],It is not the fact these gaps exist that is the surprise, rather their magnitude and extent. The sheer extent of these gaps represents a call to action……….,[object Object],22,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
What Can Be Done About These Results?,[object Object]
The issue is that senior execs don’t think this is important…,[object Object],24,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
What do Senior Execs Think Important?,[object Object],Achieving revenue and cost targets,[object Object],Profitability,[object Object],Share price,[object Object],The reputation,[object Object],Future job prospects,[object Object],Bonus,[object Object],Job retention,[object Object],Self esteem,[object Object],Job satisfaction,[object Object],more….,[object Object],25,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
26,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Understand Customers’ Emotional & Subconscious Links to Value,[object Object]
Top Six Areas to Address… ,[object Object],Start to build a business case that shows the $$$ revenue benefits,[object Object],Undertake pilots to prove this works,[object Object],Educate the senior team on the Customer Experience and the opportunity it provides,[object Object],Work on building the Customer centricity of the organization,[object Object],Establish new Customer focussed measures,[object Object],Define the Customer Experience you are trying to deliver,[object Object],27,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
Questions & Answers…,[object Object]
Resting ‘on your laurels’ is a Recipe for Disaster,[object Object],29,[object Object],Over 25% of the 1955 Fortune 500 are now extinct: ‘it is not the strongest of the species that survives, nor the most intelligent, but the ones most responsive to change.’ (Charles Darwin),[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
Our Next Webinar is Coming Soon!,[object Object],Next webinar ,[object Object],Customer Experience Trend Tracker (CETT) research on the HEALTHCARE in UK and USA,[object Object],Date: April 15 at 4pm GMT/ 11am EST / 8am PST,[object Object],30,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object]
Further Conversation?  Contact us ...,[object Object],31,[object Object],Beyond Philosophy © All rights reserved. 2001-2010,[object Object],Web & Blog:  BeyondPhilosophy.com,[object Object],London Office: 0207-917-1717,[object Object],Atlanta Office: 1-678-638-6162,[object Object],colin.shaw@beyondphilosophy.com,[object Object],steven.walden@beyondphilosophy.com,[object Object],zhecho.dobrev@beyondphilosophy.com,[object Object],ColinShaw_CX,[object Object],Steven_Walden,[object Object]

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