I Second That Emotion: Using Emotional Intelligence to Drive Customer (and Employee) Engagement

Diane Magers, CCXPCEO, Customer Experience Professionals Association

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Why Emotion

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3 Words

Source: gigya.com

The Engagement Ecosystem TM

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We want morethan transactions…

we want engagingexperiences.

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Think of the lastexperience you hadwith an organization

or brand

where you were wowed!

We want morethan transactions…

we want engagingexperiences.

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Think of a bad experience you

recently had withan organization

or brand.

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Customer experience

The customer’s perception of all the interactions they have with us and the value it creates for them.

It is how we know and perform against their expectations.

It is about the emotions we create with every interaction.

It’s about understanding how to engage.

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What brands do

CultureServiceSalesRelationshipsPeopleMarketingProductsPrice

8

Caring for the experience

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What brands do How we feel

CultureServiceSalesRelationshipsPeopleMarketingProductsPrice

9

Caring for the experience

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What brands do How we feel How we respond

CultureServiceSalesRelationshipsPeopleMarketingProductsPrice

Stay or leaves

Spends more or less

Tells others

Values relationship

10

Caring for the experience

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What brands do How we feel How we respond Impacts the brand

CultureServiceSalesRelationshipsPeopleMarketingProductsPrice

Stay or leaves

Spends more or less

Tells others

Values relationship

Revenue

Share of wallet

Reduce costs

Referrals

Retention

New customers

11

Caring for the experience

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Touch point / InteractionPeople/process/systems/communications

Emotion and MemoryFeelings (conscious and subconscious) about the interaction

RelationshipThe experiences/memories over time

LoyaltyStrong bonds and relationships

BrandWhat customers expect, perceive and feel

Business and Customer Value

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As employees, we expect and want engagement and connection at work

want to be involved, consulted, provide ideasEngaged

want 1:1 experiences and support, personal growthPersonal

empowered, recognized, rewarded Valued

make a difference, giveback, contributePurpose

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Emotions throughout the journey

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Journey Mapping from the customer and employee’s perspective

• Needs/Wants• Emotions• Psychographics • Expectations• Conversions• Triggers • Negative/Positive• Micro-interactions

Journey mapping – emotion, upstream, value

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Maslow’s Hierarchy of Needs

EmotionalNeeds

Functional / Moment Needs

PhysiologicalBasic life needs – air, food, water, warmth, sleep

SafetyProtection, security, order, stability

Belonging/SocialFamily, affection, relationships, work group

EsteemAchievement, status, responsibility, reputation

CognitiveKnowledge, meaning, self awareness

AestheticBeauty, balance, form

Self-ActualizationPersonal growth, self-fulfillment

TranscendenceHelping others self-actualize

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Cotton canvas tote$5.98

COACH tote$598

• I need important things close to me at all times

• I need a shoulder bag so that my hands are free

• I need to get inside my bag quickly

• I need my friends to look to me for fashion advice

• I want something beautiful with me

• I need a bag that shows I am “in” and successful

MOMENT NEED:

What task am

I trying to complete

EMOTIONAL NEED:What

motivates me

© 2016 customer Experience Catalysts. All rights reserved Oracle, 2014

Brands that succeed meet functionaland emotional needs

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Rational and Conscious

Emotional and Subconscious

Beyond Philosophy, 2014

15%

85%

19

EMOTION & SUBCONSCIOUS

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PERSONALITY EMOTION

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Psychologics & Neuroscience

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Outcomes

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.

Adding the Human Element

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SocialViral

InteractiveCommunity-oriented

ShareableCool

ProactivePredictive

Prescriptive

Simple EasyEffortless

PersonalizedInsightful

ContextualSmart

EmpoweringFlexible

FastResponsive

TrustworthyFair

SecurePrivate

PersistentAvailable

Builds my confidence

ConsistentSeamlessIntegrated

Ecosystem-wide

What customers want to feel and experience

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Brands have to inspire emotions that evoke position associations and results in the future

Positive Emotions:Surprise, Happiness and Gratitude

Brand Embassy, 2016

Negative Emotions: Anger, Frustration, Disappointment

Trust & Retention

Mistrust &Loss of

Customer

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• Simple

• Easy

• Effortless

• Guided

• Touch point andtotal journey

• Personalized

• Insightful

• Contextual

• Smart

• Understanding

• Know me

• Help me

• Protect me

• Share

• Recommend

CustomerEffort Score

PersonalizationIndex Trust Index

Dashboard of the Future

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“I’m convinced that it is feelings – and feelings alone – thataccount for the success of the Virgin brand in all its forms.”

- Sir Richard Branson

• Real time proactive, mobile chat (employees and customers)

• Associates know - in almost real time data - what customersthink and feel about flights and interactions

• Fluid Insights - employee and customer groups workon opportunities using sentiment analysis

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Positive emotions: Happy, Pleased, Trusting, Valued, Cared for, Safe, Focused, Indulgent, Stimulated, Exploratory, Interested, Energetic.

Negative emotions: Dissatisfied, Frustrated, Disappointed, Irritated, Stressed, Unhappy, Neglected, Hurried.

How do you feel about service?Why?

Net Emotional Value

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Feel, Felt and Found

Customer:This Mac is just too expensive.

Genius:I can see how you’d feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.

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Discover the emotion

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Diane Magersdimagers@att.net731.842.0567