With Customer Experience, Context is everything. The ultimate workshop to dispel all the delusions about CX

1. With Customer Experience,
Context is everything.
The ultimate workshop to dispel all the
delusions about CX
CEM AFRICA 2018
Adré Schreuder (Prof)
Founder & CEO of Consulta (Pty) Ltd
Founder & Chair of The SA-csi

2. FOUR LOBES OF THE CEREBRAL CORTEXT
Slide 2
PIXOLOGICSTUDIO/SCIENCE PHOTO LIBRARY / Getty Images
https://www.verywellmind.com/the-anatomy-of-the-brain-2794895
The parietal lobe
Tactile sensory information such as
pressure, touch, and pain.
Somatosensory cortex is
responsible for processing
of the body’s senses.
The frontal lobe
Reasoning, motor skills, higher
level cognition, and expressive
language.
Motor cortex receives
info from various lobes
& carry out body
movements.
The occipital lobe
Visual stimuli and information.
Primary visual cortex, receives
& interprets info from retinas of
the eyes
The temporal lobe
Primary auditory cortex for
interpreting sounds and language.
The hippocampus heavily associated
with the formation of memories.

3. Anatomy of the Brain
Slide 3 https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-fight-or-flight-at-the-source/
Emotion
Self esteem
Motivation
Values
Limbic
System
Brain Stem
Fighting
Fleeing
Freezing
Neocortex
Higher cognitive
functions
Rational thinking
Language

4. Evolution of the Brain
4
400m Yrs
Reptilian
Brain
80 m Yrs 10 m Yrs
Mammalian
Brain
Primate
Brain
Limbic System
800k Yrs 50k Yrs
Homo
Sapiens
Brain
Modern
Cognitive
Brain
Neocortex

5. The Thalamus
Slide 5
Image by Ministry of Education, Culture, Sports, and
Technology(MEXT) Integrated Database Project
Essentially a relay station, taking in sensory information
and then passing it on to the cerebral cortex
https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-
fight-or-flight-at-the-source/

6. Hippocampus
Slide 6
Hippocampus
Plays an essential role in
the formation/learning
of new memories about
past experiences.
https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-fight-or-flight-at-the-
source/
Some researchers consider the hippocampus to be
responsible for general declarative memory (memories
that can be explicitly verbalized, such as memory of facts
and episodic memory).
https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/

7. Amygdala
Slide 7
Amygdala
Emotional center of the
brain (evaluating
emotional valence of
situations e.g., happy,
sad, scary).
Responsible for fight-or-
flight reactions &
learning through reward
or punishment.
https://adoptingfaithafathersunconditionallove.org/2016/04/24/the-amygdala-stopping-fight-or-flight-
at-the-source/
https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/

8. Why CX should better understand the Amygdala
Slide 8
Emotional arousal following a
learning event influences the
strength of the subsequent
memory of that event, so that
greater emotional arousal
following a learning event
enhances a person’s retention
of that memory.
https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/

9. CX = The Marriage between the Amygdala & Hippocampus
Slide 9 https://courses.lumenlearning.com/boundless-psychology/chapter/structure-and-function-of-the-brain/
As a result of the close functioning of the
hippocampus to the amygdala (close
proximity) memory formation is effected,
particularly emotionally based memories!
Amygdala
(Emotion)
Hippocampus
(Memory)

10. The Dress that Broke the Internet
Slide 10
For Youtube video: link to https://www.youtube.com/watch?v=SToqL5KkabQ

11. MATT BOISVERT ON MARCH 6, 2014 IN COGNITION, NEUROSCIENCE - HALLUCINATING WITHOUT DRUGS, THE
PROFUNDITY OF SILENCE, AND THE THALAMOCORTICAL CIRCUIT
https://neuwritesd.org/2014/03/06/hallucinating-without-drugs-the-profundity-of-silence-and-the-
thalamocortical-circuit/
Slide 11

12. Inattentional Blindness
Source: Christopher Chabris and Daniel Simons at Harvard University.
https://www.youtube.com/watch?v=IGQmdoK_ZfY
Slide 12

13. PERCEPTUAL ILLUSIONS
Slide 13 https://www.moillusions.com/crooked-squares-optical-illusion/crooked_square/

14. Disappearing Dots
https://www.moillusions.com/disappearing-black-dots-illusion/
Slide 14

15. PERCEPTUAL ILLUSIONS
Slide 15

16. https://www.moillusions.com/crazy-moving-arrows-illusion/Slide 16

17. If you are not convinced yet …
https://www.moillusions.com/eye-examination-chart/
Slide 17

21. THUS …
Memory of past
experiences
+
Perception of
current experience
=
Adapted “future past”
memory of experiences
Called LEARNING
which is a short-term individual past of
the current experience against the
background of previous experience
Slide 21

22. MODULE 1
Positive
Feeling
Gratify
Satisfy
Neutral
Bad
Horrible
Negative
Feeling
Peak-end Analysis
Pleasure-Pain Gap
Anchoring
Adapted from: Sampson Lee – G-CEM, Effective Experience Framework 2.0, 2010 Whitepaper
PEAK-END MODEL
22
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

23. The World Cup of Memories
Slide 23
Body
Eyes
Nose
Mouth
Ears
Sense of Touch
Sense of Seeing
Sense of Hearing
Sense of Taste
Sense of Smell

24. Another Basic Memory Experiment
• Was “snooze” part of the list? ✓ Yes ✘ No
• Was “apple” on the list? ✓ Yes ✘ No
• What about “house”? ✓ Yes ✘ No
• What about “dream”? ✓ Yes ✘ No
• And “sleep”? ✓ Yes ✘ No
Source: Researchers - James Dees, Roddy Rotager & Kathleen McDermott
Listen carefully to the following list of words …
Slide 24

25. EMOTION
Slide 25
• a strong feeling deriving from one's circumstances, mood,
or relationships with others.
Antonyms: coldness, indifference
Synonyms: feeling, sentiment, sensation
• instinctive or intuitive feeling as distinguished from reasoning or
knowledge.
Antonyms: intellect
Synonyms: instinct, intuition, gut feeling, inclination
Origin
mid 16th century (denoting a public disturbance): from French émotion,
from émouvoir ‘excite’, based on Latin emovere, from e- (variant of ex- ) ‘out’
+ movere ‘move’. The current sense dates from the early 19th century.
Source: Google Search (“Definition of emotion”)

26. Eckman's Facial Action Coding System
Slide 26
How accurate is Malcolm Gladwell's representation of
Paul Ekman's research in micro facial expressions?

27. Slide 27
Paul Ekman: Outsmart Evolution and Master Your Emotions
Paul Ekman video link:
https://www.youtube.com/watch?v=pVp5pGSwZkg

28. MOST information Customers take in
(perceive) during customer experience in
itself is meaningless –
Customers make meaning by ENGAGING
in the situation.
CONCLUSION:
Slide 28

29. BEHAVIOURAL INTENTIONS & BEHAVIOURS
Customer
Behaviors
Customer
Commitment
Repurchase
Intentions
Price Perceptions &
Willingness to pay
Customer Brand
Commitment & Loyalty
Repurchase Behavior
Behavioral
Intentions
Customer
Defection
Word of Mouth &
Complaining Behavior
Creative Commons2.0 license. Copyright
reserved by Sebastiaan ter Burg – Flicker.com,
https://www.flickr.com/photos/ter-
burg/8127175006
Creative Commons2.0 license. Copyright
reserved by Abdulrahman Alkhozaim–
Flicker.com,
https://www.flickr.com/photos/rwagan/489580
1547
Willingness to
Recommend (NPS)
Slide 29
CUSTOMER
ENGAGEMENT
©Copyright Consulta (Pty) Ltd 2018

30. Customer
Engagement
“Customer engagement is
what you hope Customers
will do for you; it’s either
enticed or earned. Great CX
earns it.”
Lynn Hunsaker (CEO of ClearAction)
Slide 30

31. Business Understanding of Customer Engagement
47% Brand
Perspective
47% of Business
view Customer
Engagement from
a Marketing/
Brand and/or
Business process
perspective
40% of Business
view Customer
Engagement from a
Customer
Experience
perspective
40%
Customer
Perspective
Source: Rosetta Consulting. 2014 Customer ENGAGEMENT
Rosetta Consulting’s Customer Engagement Survey Part 1: The Marketer’s Perspective
http://www.rosetta.com/reports/Customer-engagement-rosetta-consulting-study/Customer-engagement-from-the-marketers-perspective
13%
ONLY 13%
see Customer Engagement
from a Brand & Customer
Perspective
Slide 31

32. FOUR BEHAVIORS OF HIGHLY ENGAGED CUSTOMERS
Buy more Recommend more
Respond more Commit more
Slide 32
©Copyright Consulta (Pty) Ltd 2018

33. CUSTOMER EXPERIENCE & ENGAGEMENT –
WE HAVE IT ALL WRONG!
33
Ask not what you can do
for your Customer, ….
ask what the
Customer can do
for you!

34. Co-creation – CX engagement on Steroids
Slide 34

35. Netflix ultimate form of Co-creation
Slide 35
For video link:
https://www.youtube.com/watch?v=hqFHAnkSP2U

36. iTailor.com taking co-creation to a next level
Slide 36
For itailor.com Custom made shoes review – video link:
https://www.youtube.com/watch?v=p19u7fGMPBU

37. The Model we use for our Clients
Slide 37
The most important activities
required to deliver the Desired
State
REAP CONSULTING
(late Doug Leather)
… until Q1 2017
STRATEGIC IMPACT
Expansion Retention
Acquisition
ENABLERS
Planning
Designing
Delivering
Engaging
Responding
Knowing
PILLARS
People, Tools
& Insights
Focusing
Operations
Customer
Experience
Leadership &
Culture
VALUE
Strategic outcomes/objectives
of CX Program
STRATEGIC IMPACT
The action levers to reap
the benefits (VALUE)
of customer centricity
in the organization.
ENABLERS
Foundational behaviours
required to ensure
VALUE
PILLARS
©Copyright Consulta (Pty) Ltd 2018

38. Client Management Best Practise
38
©Consulta Customer Centricity Framework
STRATEGIC IMPACT
Expansion Retention
Acquisition
ENABLERS
Planning
Designing
Delivering
Engaging
Responding
Knowing
PILLARS
People, Tools
& Insights
Focusing
Operations
Customer
Experience
Leadership &
Culture
VALUE
CC Maturity
CC Destiny
CC Benchmark
TISSE2018
CC Audit
Bob Hayes Strategic Audit

39. Slide 39
CC Maturity
Level
classification 3 2 2
53
61
5160
Pillar1:Leadership
&Culture
The Customer Centricity
Maturity Model
Level 6: Engaged &
Sustained
Level 5: Entrenched &
Empowered
Level 4: Dedicated &
Reinventing
Level 3: Formalised &
Converted
Level 2: Getting involved &
Buy-in
Level1: Unconvinced but
Interested
Pillar2:Focusing
OperationsonCustomer
Pillar3:Empowering
Employees,Insights&
Tools
Pillar4:Customer
Experience
Overall score 2017: 54
Level 2: Getting involved & buy-in
Pillar5:Value
2 1
47
©Copyright Consulta (Pty) Ltd 2018

40. Identify all the Gaps
within workshop
Using CC Maturity as a Current State Assesment1
Consulta compile CC Current State Report2
Three hour CX-Lab session Facilitated with Exco3
Proprietary facilitation methodology to reach consensus on
CC Priorities4
Final Focus Report with Themes and Action plans5
The purpose of the
CX-Lab Workshop
session is to get
alignment on Exco
level regarding the
business’s Current-,
Future state and
Priorities
CC Destiny
For a self assessment report of your company’s Customer Centricity – click here:
https://voice.consulta.co.za/Community/se/2EA0F679333DDBE5
©Copyright Consulta (Pty) Ltd 2018

41. Slide 41
• Bob Hayes’ CX Internal Audit evaluates the overall
customer experience strategy on a holistic scale.
Strategy
Vision, Value, Culture
Governance
Executive Ownership, Decision-making,
Accountability & Compensation
Business Process Integration
Automated, Closed-looped, CRM & Business Intelligence Integration,
Lifecycle Management, Communication
Method
Data collection, Contact
Management, Sampling
Methodology, Survey
Questions
Reporting
Analysis, Benchmarking,
Micro & Macro
Improvements,
Dissemination
Practises
Research
Business Impact, Financial,
Operational &
Constituency linkages, Use
of CX measures
A B+ B
C+
C
C
-
A
B
C
Legend
World class, best
practice
Moderate –
room for
improvement
Poor – focus &
action required
CC Audit
Bob Hayes Strategic Audit
©Copyright Consulta (Pty) Ltd 2018

42. Slide 42
CC Benchmark
TISSE2018
BENEFITS
International Standards
Audited by BSI1
The only independent CX
Standards Certification2
Readiness for Market
Conduct & Regulators3
2018
Preparation
Stage
1
Analysis &
Project Planning
2
Strategy
Development
3
Pre-certification
review
4
CERTIFICATION5
©Copyright Consulta (Pty) Ltd 2018

43. Outside-In & Inside-Out
43
Proprietary Strategic (Review & Focus)
National and International Benchmark
Operational Measures
National and International Benchmark
Proprietary Strategic/Visionary Measures
Strategic
Minimum standards
Inside-Out View Outside-In View
Strategic Reputational Measures
CC Audit
CC Destiny
NPS
Effort Score
Best Practise
OperationalStandards & Foundation
Level 1
Level 2
Level 3
2018
CC Maturity
OUR COMPANY
OUR
CUSTOMERS
OUR COMPANY
OUR CUSTOMERS
©Copyright Consulta (Pty) Ltd 2018

44. It is all about PERSPECTIVE - CONTEXT
Slide 44
For Amazing Anamorphic Illusions II click:
https://www.youtube.com/watch?v=GIvD-_ITco8

45. Without context CX is an illusion
CX you can count on
Nothing exists, nor can be understood, in isolation
from its context
Introducing context CX (Pty) Ltd:
• context is not a research company, a training
company, an agency or a technology company – it’s
all of this and MORE
• context delivers diagnostics and consultative advice
that map the way to success with a clear focus on ROI
• The context approach is seamlessly integrated to
ensure excellent results
The only holistic, integrated, scientific, guaranteed
approach to CX
Slide 45

46. One more for the road …
Slide 46
… and this is not drink and drive!
WARNING: Not for anyone with any form of
Epilepsy or motion sickness
Watch the video by intense consentration on
the centre of the screen – DO NOT look away
until the end of the video!
NOW LOOK AWAY AT ANY AREA
AROUND YOU!
For Video Link:
https://www.youtube.com/watch?v=Xf6XtWOIX8M

47. The reality we see projected on the “screen” of
perception begins with the flow of information
our five senses take in. This stimulus (or stimuli if
there are more than one) creates a series of
impulses at your receptors that move into your
brain (the input), becoming distributed across
the different parts of your cortex and other
areas of your brain until they eventually settle
on activating a response (motor and/or
perceptual.
Lotto, Beau. Deviate: The Science of Seeing Differently. Orion. Kindle Edition.
Slide 47

48. And in closing …. Some fun with visual illusions
Slide 48
For Britians Got Talent video click:
https://www.youtube.com/watch?v=ZJpHP2Cv-T8

49. CONSULTA (PTY) LTD
REG NO: 1998/011948/07 | VAT NO: 4920165448
Highgrove Office Park | Consulta HUB (Unit 13)
Corner Tegel & Olievenhoutbosch Road
Highveld Techno Park, Centurion, 0046
PO Box 67073, Highveld Park, 0169
(T) 0861 304 100 | (F) 086 582 2858
www.consulta.co.za | getresults@consulta.co.za
Adre Schreuder: adre@consulta.co.za
Mobile: 082 4521666
THANK YOU