Webinar Neuroexperience on Customer Experience

www.beyondphilosophy.com

Neuroexperience:

Mapping Customer Experience Directly

from the Unfiltered Brain’s View

Qaalfa Dibeehi, Chief Operating and Consulting Officer,

Beyond Philosophy

Elliott Hedman, Massachusetts Institute of Technology

Media Lab


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The Beyond Philosophy Perspective

Customer Experience

is all we do!

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Is now available

Focus on the emotional side of

Customer Experience

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Neuroexperience:



Qaalfa Dibeehi, Chief Operating and Consulting Officer,

Beyond Philosophy

with Elliott Hedman, Massachusetts Institute of Technology

Media Lab


Neuroexpereince

6

Neuroexperience

Biometrics

EEG

fMRI

Neurochemistry

Neurophysics

Neurophysiology

Neuroanatomy



Not to worry…

7

Neuroexperience

Think of this webinar as the “Cliffs Notes” version of Neuroexperience.



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



Customer Experience: Future Trends & Insights

9

The biggest opportunities in

Customer Experience?

• Social Media

• Experience Psychology

• Neuroexperience



Our Colorful World View…

Visible light Spectrum


Ultra-

violet

rays

Gamma

raysX- rays

Infrared

rays

FM, TV,

Shortwave, AMRadar

11Beyond Philosophy © All rights reserved. 2001-2010

Views that are normally invisible to us…



Neuroexperience


Seeing things that would normally be invisible to us…

Experience Psychology Social Media

Traditional Customer Insights



What customers

say they desire

What drives

business value

True Customer Insight…

Based on traditional

study results

Based on actual

observation



Brain

BrainINPUTS:

Business Actions

OUTPUTS:

Customer Attitudes

& Behaviors

INPUTS:

Business Actions

OUTPUTS:

Customer Attitudes

& Behaviors

Attention

InterpretationNeuro

experie

nce

poin

t of

vie

w

Non-

neuro

experience

poin

t of

vie

w

Neuroexperience is Opening Up the Black Box



What is Neuroexperience?


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.


What is Neuroexperience?

16

Neuroexperience is

the source code for

all of the customer

behavior, attitudes

and opinions

businesses are

interested in!



Why bother?

17

The brain expends only

about 2% of its energy on

conscious activity, with

the rest devoted largely to

unconscious processing.



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



What’s the ultimate in Neuroexperience?

19

Today

Neuropoly



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.



Monopoly

Objective: secure all the valuable property without “going to jail”

21

Monopoly is a registered trademark of Hasbro



Monopoly in Emotional Signature Terms


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


Orbito

frontal

cortex

Dopamine

pathwayDopamine

pathway

Orbito

frontal

cortex

Dopamine

pathway

Oxytocin

pathway

Hypo-

thalamus

Prefrontal

lobe

Right

amygdala???

??

?C

aud

ate

nu

cleus

Insu

laD

op

amin

e

path

way

An

teri

or

cin

gu

late

cort

ex

??

?

Frustrated Happy Stimulated Irritated Interesting

EnergeticNeglectedFocusedStressedSafe

Do

pam

ine

path

way

Hu

rriedE

xplo

ratory

Tru

sting

Disap

po

inted

Cared

for

Un

sati

sfie

d

Str

iatu

mD

op

amin

e

pat

hw

ay

Do

pam

ine

pat

hw

ay

Ind

ulg

ent

Ple

ased

Val

ued

Un

hap

py

Object of the Game: Neuropoly

23

• optimally

activating areas

of the brain

modulating the

positive

emotions

• minimizing or

inhibiting the

activation of

brain systems

that are

responsible

for the

emotions that

destroy

business

value.

Neuropoly is the neuroexperience state where the organization is:

Neuropoly is the ‘Holy Grail’ of neuroexperience.



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



How is Neuroexperience being approached today?fMRI version of the “Pepsi Challenge”



How is Neuroexperience being approached today?fMRI version of the “Pepsi Challenge”



…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




Some practical drawbacks for “experience” work…

29

fMRI Portable EEG



Where is Neuroexperience today?

30

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

Bio-

metrics



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



Polygraphs – “Lie Detectors”


• Typical polygraphs

measure:

• Heart Rate

• Respiration

• Blood Pressure

• Galvanic Skin Response

(GSR)


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




(Kahneman, 1999)



(Kahneman, 1999)



(Kahneman, 1999)







Discussion Section Begins





Want to be part of the cutting edge?


• 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:

[email protected]


Neuroexperience Webinar

46

Questions



Neuroexperience:



Qaalfa Dibeehi, Chief Operating and Consulting Officer

Thank You

[email protected]

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Webinar Neuroexperience on Customer Experience