Customer Experience: Future Trends and Insights

215 Pages·2010·2.177 MB·English

by  Colin Shaw, Qaalfa Dibeehi, Steven Walden (auth.)

“Great Brands simply make a promise and then keep that promise.
You make promises through advertising, promotion and spon-
sorships. Beyond Philosophy’s unique proprietary methodologies
help you deliver on your promise ruthlessly and consistently
across every consumer touch point.” – Gary Keogh, Marketing
Manager, Glenfiddich
“If you have anything to do with Customer Experience you
must read this book. It shows the future! Beyond Philosophy
= Thought leadership.” – Darren Cornish, Head of Customer
Intelligence, Customer Experience, Axa Insurance
“I get a lot of companies wanting to talk to me about Customer
Experience. There is only one company I would talk to, the
Thought Leaders, Beyond Philosophy. Why accept second best?”
– Bob Black, Managing Director, TNT, Australia
“We have worked with Beyond Philosophy for a number of years.
Why? This book reinforces why. They are Thought Leaders and
understand Customer’s emotional drivers.” – Laree R. Daniel,
Senior Vice President, Customer Assurance Organization, Aflac
“Once again Beyond Philosophy demonstrate their thought lead-
ership in the field of Customer Experience. An insightful book
which shows us the future.” – Charmaine McDonald, Senior
Vice President, Customer Success (Clinical Solutions), McKesson
“For the past five years we have successfully focussed on improving
our Customer Experience with the help and guidance of Beyond
Philosophy. This book outlines the next steps of the journey.” –
Steve Elliott, Managing Director, Morgan Sindall
“Beyond Philosophy have been pioneers in defining the Customer
Experience. This book reinforces their Thought Leadership
position. It is a must read!” – Ivan Mainprize, VP Customer
Experience, Membership Travel Services International, American
Express
“A true insight to the future of Customer Experience. You may
not be ready to react to each of these trends today but you need
to prepare. This book a great starting point. These trends are the
new ways to view the experience from the ‘outside in’ as opposed
to the more common model of ‘inside out’. Ignoring customer
perceptions and feelings is perilous and it does not appear that
this basic principle will change anytime soon.” – Eva Choong,
Director Customer Management, British Council
“We all talk about experience being the most important element
of marketing, yet it is not often that new and original thinking
comes in and excites the world of Customer Experience. Beyond
Philosophy’s new book surely reinforces their expertise in this
field and invites us to discover the customer once again.” – Lale
Saral Develioglu, Chief Marketing Officer, Turkcell
“Following on from their previous ground-breaking books,
Beyond Philosophy Thought Leaders Colin Shaw, Qaalfa
Dibeehi and Steven Walden now turn their attention to the
future of Experience offering unique insights and ideas. The
ideas on neuroexperience in particular are thought-provoking
and consistent with the expected sea change towards individual-
ised advertising and communication – this book reflects what’s
happening now at the crux of neuroscience and business.” –
Professor Gemma Calvert, Co-Founder, Neurosense Limited &
Chair of Applied Neuroimaging, University of Warwick
“In the arts, audiences expect to have an emotional experience,
which is why they are very loyal to their art form or particular
performer. It is clear to me that the commercial world could
learn from this. By shining a light on areas such as the emotions
and the subconscious, this book offers original insights and new
perspectives on the future of Customer Experience Manage-
ment.” – Samir Savant, Director of Development, Royal College
of Music
CUSTOMER EXPERIENCE
FUTURE TRENDS AND INSIGHTS
Also by Colin Shaw and published by Palgrave Macmillan:
The DNA of Customer Experience
Revolutionize Your Customer Experience
Building Great Customer Experiences (with John Ivens)
Customer Experience
Future Trends and Insights
Colin Shaw
Founder and CEO, Beyond Philosophy
Qaalfa Dibeehi
Chief Operating and Consulting Officer,
Beyond Philosophy
Steven Walden

Senior Head of Research and Consulting,
Beyond Philosophy
© Colin Shaw, Qaalfa Dibeehi, Steven Walden 2010
Softcover reprint of the hardcover 1st edition 2010 978-0-230-24781-9
All rights reserved. No reproduction, copy or transmission of this
publication may be made without written permission.
No portion of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
permitting limited copying issued by the Copyright Licensing Agency,
Saffron House, 6-10 Kirby Street, London EC1N 8TS.
Any person who does any unauthorized act in relation to this publication
may be liable to criminal prosecution and civil claims for damages.
The authors have asserted their rights to be identifi ed as the authors of this
work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2010 by
PALGRAVE MACMILLAN
Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan in the US is a division of St Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe and other countries
ISBN 978-1-349-32027-1 ISBN 978-0-230-29177-5 (eBook)
DOI 10.1057/9780230291775
This book is printed on paper suitable for recycling and made from fully
managed and sustained forest sources. Logging, pulping and manufacturing
processes are expected to conform to the environmental regulations of the
country of origin.
A catalogue record for this book is available from the British Library.
A catalog record for this book is available from the Library of Congress.
10 9 8 7 6 5 4 3 2 1
19 18 17 16 15 14 13 12 11 10
Contents
List of fi gures and tables ix
Foreword by Hanne B. Sørensen xi
Acknowledgements xiii
About the authors xv
1 Refl ections of the authors, Colin, Qaalfa and Steven … 1
2 Experience psychology: the new fi eld and the end
of the marketing Four Ps 9
3 Experience psychology research 31
4 Community marketing 55
5 Social media: the birth of a new channel to market 68
6 The human social media experience 88
7 What drives or destroys a social media experience 103
8 The brain’s experience – opening the black box 127
9 A neuroexperience safari – approaching the
tipping point 144
10 The black box in action 161
11 And so in summary… 179
References 187
Index 189
vii
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Figures and tables
Figures
1.1 H ow has the customer experience improved over the past six
months? 5
1.2 W hen it comes to addressing customers’ needs, how do
organizations behave? 6
2.1 Emotional and subconscious design 17
2.2 Touchpoint mapping by heartbeat 30
3.1 The iceberg of impacts on customer decision making 31
3.2 Choosing to buy a new car 32
3.3 The hierarchy of emotional value 35
3.4 What fi xed coat hangers tell us 40
3.5 The subconscious communication model 43
3.6 Goal mapping at a ferry port 49
4.1 How fashionable are you? 57
5.1 Using RSS feeds 71
5.2 Social media engagement stages of maturity 78
6.1 The hierarchy of emotional value 94
6.2 Emotional profi le: overall social media experience 99
7.1 Customer desires and value drivers 109
7.2 Emotional profi le: personal social media experience 112
7.3 Emotional profi le: business social media experience 115
7.4 How we used to research the Web 119
7.5 How we research the Web today 119
7.6 How the authority works 120
7.7 Emotional profi le: customer social media experience 122
8.l IRIS at work 130
8.2 The tipping point for neuroexperience 133
8.3 The human brain 134
8.4 The four lobes of the brain 134
8.5 The two halves of the Customer Experience 137
8.6 Neuropoly 139
ix