More Related Content Similar to Webinar Neuroexperience on Customer Experience Similar to Webinar Neuroexperience on Customer Experience (20) More from Beyond Philosophy More from Beyond Philosophy (16) Webinar Neuroexperience on Customer Experience3. 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
8. 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
15. 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.
18. 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
20. 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
22. 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
24. 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
27. 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
30. 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
31. 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
32. 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)
33. 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
45. 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