using emotion to improve customer experience
TRANSCRIPT
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Using Emotion to ImproveCustomer Experience
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Why emotion?
Rational Reasons• Pay• Benefits• Office space• Commute
Emotional Reasons• Manager believes in you• Feel trusted to do your job• Recognized for hard work• Friends make it fun
How do you feel about working at your current job?
How emotion plays into customer experiences
Sources: FassForward Consulting Group, 2014; ASU Center for Leadership, 2013; Beyond Philosophy
Emotions are important to decision making
Medical MalpracticeDivorce Custody
Personal Injury
What customers do with negative emotions
Source: FassForward Consulting Group, 2014
Source: Temkin Group, 2014
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
What does emotion look like for COMPANY customers?
What we did
• Emotion Research Studyo What emotions drive customer intimacy
• Qualitative formato 16 interviews, 45 minutes eacho Repeat and first time customers
Goal – Create great experiences all along the customer’s journey
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
What did we find?
There are three big emotions
ASPIRATIONS FRUSTRATION
Feeling Ordinary I’m not noticedGive me timely,
personalized service
ANONYMITY
Sense of Control Command over my
situationFix my mishaps
EMPOWERMENT
Feeling of SuccessMy hard work has paid off with ROI
Be my success ally
ACHIEVEMENT
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
How do you play for success?
• Introduce yourself• Offer to solve problems• Don’t interfere with selling
• Proactively offer support• Provide packing materials• Follow-up contact info
• Offer package flexibility• Provide custom order tools• Tailor communication
• Direct traffic in busy areas• Provide landmark maps• Check in regularly
Design for the complete customer journey
Customer Concierge Program
Pre-Show
Move In
During the Event
Move Out
An experience designed to address emotions
Results: 20% Increase in Renewals
Sense of Control
EMPOWERMENT
• “You were part of my team”
• “You helped me solve big problems”
Feeling of Success, Tied to ROI
ACHIEVEMENT
• “This saved us money”
• “I could focus on selling”
Feeling Ordinary, Not Serviced
ANONYMITY
• “You made me feel welcome“
• “You showed me empathy”
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Tie it all together
For great experiences that bring business value…
Rational Expectations
Getting the order right is vital
Service recovery is key
Emotional Expectations
Sense of Control Over
EMPOWERMENT
Feeling of Success
ACHIEVEMENT
Feeling Ordinary, Not Serviced
ANONYMITY
Deliver on rational AND emotional expectations
For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Loretta Hudelot @InsightsChick
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