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Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dibeehi, Chief Operating and Consulting Officer,
Beyond Philosophy
Elliott Hedman, Massachusetts Institute of Technology
Media Lab
www.beyondphilosophy.com
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GoToWebinar
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Webinar Interface Review
Beyond Philosophy © All rights reserved. 2001-2010 2
www.beyondphilosophy.com 3Beyond Philosophy © All rights reserved. 2001-2010
The Beyond Philosophy Perspective
Customer Experience
is all we do!
Thought leadership is
our differentiator
Offices in London,
Atlanta with Partners in
Europe & Asia
New Fourth book
Is now available
Focus on the emotional side of
Customer Experience
Links with Academia
www.beyondphilosophy.com 4
We are Proud to Have Helped Some Great Organizations…
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dibeehi, Chief Operating and Consulting Officer,
Beyond Philosophy
with Elliott Hedman, Massachusetts Institute of Technology
Media Lab
www.beyondphilosophy.com
Neuroexpereince
6
Neuroexperience
Biometrics
EEG
fMRI
Neurochemistry
Neurophysics
Neurophysiology
Neuroanatomy
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Not to worry…
7
Neuroexperience
Think of this webinar as the “Cliffs Notes” version of Neuroexperience.
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 8
Poll
Knowledge of customer triggers…
 Does your
organization
understand what
really triggers
customers’
behavior and
attitude in the
customer
experience?
Choose a response…
 pinpointed most of
the key triggers
 identified some
triggers but are not
certain which ones
are key
 Identified a few
triggers but lack
confidence in our
accuracy
 We have not a clue
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Customer Experience: Future Trends & Insights
9
The biggest opportunities in
Customer Experience?
• Social Media
• Experience Psychology
• Neuroexperience
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 10Beyond Philosophy © All rights reserved. 2001-2010
Our Colorful World View…
Visible light Spectrum
www.beyondphilosophy.com
Ultra-
violet
rays
Gamma
rays
X- rays
Infrared
rays
FM, TV,
Shortwave, AM
Radar
11Beyond Philosophy © All rights reserved. 2001-2010
Views that are normally invisible to us…
Visible light Spectrum
www.beyondphilosophy.com
Neuroexperience
12Beyond Philosophy © All rights reserved. 2001-2010
Seeing things that would normally be invisible to us…
Experience Psychology Social Media
Traditional Customer Insights
Visible light Spectrum
www.beyondphilosophy.com 13
What customers
say they desire
What drives
business value
True Customer Insight…
Based on traditional
study results
Based on actual
observation
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Brain
Brain
INPUTS:
Business Actions
OUTPUTS:
Customer Attitudes
& Behaviors
INPUTS:
Business Actions
OUTPUTS:
Customer Attitudes
& Behaviors
Attention
Interpretation
Neuroexperience
pointofview
Non-
neuroexperience
pointofview
Neuroexperience is Opening Up the Black Box
14Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
What is Neuroexperience?
15Beyond Philosophy © All rights reserved. 2001-2010
Neuroexperience:
• The experience the customer
has at the neuro- anatomical,
-physical, -chemical and –
molecular levels.
• The experience often occurs
subconsciously and is the
result of interactions between
the organization and the
customer.
www.beyondphilosophy.com
What is Neuroexperience?
16
Neuroexperience is
the source code for
all of the customer
behavior, attitudes
and opinions
businesses are
interested in!
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Why bother?
17
The brain expends only
about 2% of its energy on
conscious activity, with
the rest devoted largely to
unconscious processing.
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Why bother?
18
And we want to understand
the full picture…
• to get an unadulterated
view of the source code of
customer behavior and
attitudes (i.e. to crack
open the black box)
• to accurately predict
customer behavior and
attitudes
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
What’s the ultimate in Neuroexperience?
19
Today
Neuropoly
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Think of the brain as real estate…
20
The most important not yet prospected real estate in the world.
As you might imagine, some addresses are more valuable than others.
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Monopoly
Objective: secure all the valuable property without “going to jail”
21
Monopoly is a registered trademark of Hasbro
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Monopoly in Emotional Signature Terms
22Beyond Philosophy © All rights reserved. 2001-2010
Objective: secure all the valuable property without “going to jail”
Stimulate the brain areas
responsible for the positive emotions
Inhibit the brain areas
responsible for the
negative emotions.
Very Strongly
Felt
Not felt at all
www.beyondphilosophy.com
Orbito
frontal
cortex
Dopamine
pathway
Dopamine
pathway
Orbito
frontal
cortex
Dopamine
pathway
Oxytocin
pathway
Hypo-
thalamus
Prefrontal
lobe
Right
amygdala
???
???
Caudate
nucleus
Insula
Dopamine
pathway
Anterior
cingulate
cortex
???
Frustrated Happy Stimulated Irritated Interesting
EnergeticNeglectedFocusedStressedSafe
Dopamine
pathway
HurriedExploratoryTrustingDisappointedCaredfor
Unsatisfied
Striatum
Dopamine
pathway
Dopamine
pathway
IndulgentPleasedValuedUnhappy
Object of the Game: Neuropoly
23
• optimally
activating areas
of the brain
modulating the
positive
emotions
• minimizing or
inhibiting the
activation of
brain systems
that are
responsible
for the
emotions that
destroy
business
value.
Neuropoly is the neuroexperience state where the organization is:
Neuropoly is the ‘Holy Grail’ of neuroexperience.
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Where is Neuroexperience today?
24
Bio-
metrics
Brain
scans
Measuring normally
subconscious bodily
reactions
• Heart Rate
•Respiration
•Blood Pressure
•Galvanic Skin
Response (GSR)
Neuropoly
Visualising
brain activity
directly
•EEG
•fMRI
Today
Brain
scans
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
How is Neuroexperience being approached today?
fMRI version of the “Pepsi Challenge”
25Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
How is Neuroexperience being approached today?
fMRI version of the “Pepsi Challenge”
26Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
…and that is the lead into Neuroaccounting
27
Customer centric accounting based on quantifying the
brain to behavior relationship will allow for accurate
projections of future customer-based cash flows
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 28Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Some practical drawbacks for “experience” work…
29
fMRI Portable EEG
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Where is Neuroexperience today?
30
Bio-
metrics
Brain
scans
Measuring normally
subconsciousbodily
reactions
• Heart Rate
• Respiration
• Blood Pressure
• Galvanic Skin
Response (GSR)
Neuropoly
Visualising brain
activity directly
• EEG
• fMRI
Today
Bio-
metrics
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Biometrics reads the nervous systems’ “truth” signs
31
Autonomic Nervous System (ANS) controls involuntary visceral
functions operating largely below the level of consciousness
Biometrics typically read ANS functions you
do not control with your conscious mind
Fight or Flight Rest or Digest
Diagram Source: Jansen, Nguyen, Karptiskiv, Mettenleiter, & Loewy (1995). Central command neurons of the sympathetic nervous system: basis of the fight-or-flight response. Science, 270
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Polygraphs – “Lie Detectors”
32Beyond Philosophy © All rights reserved. 2001-2010
• Typical polygraphs
measure:
• Heart Rate
• Respiration
• Blood Pressure
• Galvanic Skin Response
(GSR)
www.beyondphilosophy.com
Biometrics used to improve labelling at Campbell’s Soups
• Researchers interviewed about 40 people at their homes and later in grocery stores.
• The team also clipped small video cameras to the 40 testers at eye level and had them later watch
tape of themselves shopping for soup.
• Vests that the testers wore captured skin-moisture levels (GSR) , heart rate, depth and pace of
breathing, and posture. Sensors attached to the video monitor tracked eye movements and pupil
width.
33
Source: Wall Street Journal February 2010
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 34Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 35
(Kahneman, 1999)
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 36
(Kahneman, 1999)
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 37
(Kahneman, 1999)
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 38Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 39Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 40Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 41Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Discussion Section Begins
42Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 43Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com 44Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Want to be part of the cutting edge?
45Beyond Philosophy © All rights reserved. 2001-2010
• We want to advance the state of play
• See the other side of your customer experience
• Trial a “Biometric Mirror” at cost
If interested get in touch with us at:
qaalfa.dibeehi@beyondphilosophy.com
www.beyondphilosophy.com
Neuroexperience Webinar
46
Questions
Beyond Philosophy © All rights reserved. 2001-2010
www.beyondphilosophy.com
Neuroexperience:
Mapping Customer Experience Directly
from the Unfiltered Brain’s View
Qaalfa Dibeehi, Chief Operating and Consulting Officer
Thank You
qaalfa.dibeehi@beyondphilosophy.com
Atlanta Office: +1-678-638-6162
London Office: +44 (0) 207-917-1717

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Webinar Neuroexperience on Customer Experience