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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