- What drive value $$$ in your Customer Experience?
- Where should you focus your activity to produce most $$$?
- Which emotions drive and destroy most $$$?
The Emotional Signature® will help you answer all these questions.
Over 50% of a Customer’s experience is about how a Customer feels, but which emotions drive or destroy $$$ in a Customer Experience?
In 2005 we set ourselves the task of discovering which emotions drive and destroy value. When we say ‘value’ we mean an increase in spend, Customer loyalty, Customer retention, Customer satisfaction or Net promoter in fact anything your company defines as value. Working with London Business School we conducted two years research which culminated our third book DNA of Customer Experience: How Emotions Drive Value launched in 2007.
Our research shows that all organizations have an Emotional Signature®, a level of emotional engagement with their Customers and these emotions manifest themselves in every Customer Experience.
The concept of Customers’ emotions have now been widely accepted, as Forrester points out in the article, ‘2013 Predictions for the Customer Experience Industry’ stating:
“Emotional insights will take center stage. The idea that happy customers are more likely to remain loyal, try new products and services, and spread good news about their experiences has started to catch on. Over the past several months, we’ve seen a rise in the number of companies pondering the connection between enjoyment and metrics like satisfaction and Net Promoter Score (NPS). In fact, one global company statistically demonstrated that several emotional factors trump NPS in predicting customer loyalty, effectively dethroning “would you recommend?” as the ultimate question. As firms start to emphasize customer emotion in 2013, we expect to see more vendors developing offerings like Beyond Philosophy’s Emotional Signature, which examines the rational, subconscious, and emotional elements of an experience.
Our research discovered there are 20 emotions that drive and destroy value in a customer experience & can statistically prove by how much. These are the emotions:
World’s largest database of Customer emotions and touch points: The Emotional Signature® Database
Since undertaking this work in 2005, we now have unsurpassed ‘Customer emotions’ data.
The dimensions of the Emotional Signature® Database:
- 50,000 people have undertaken the surveys
- A total of 4.5 million survey questions answered
- Of which, 1.25 million answers are based on ‘What a Customer Wants’
- 1 million answers are based on what the Customer feels (emotions), i.e, trust, cared for, valued.
- Over 1500 attributes/touch points that drives or destroys value
- Contains over 100 industries
- In 40 Countries
Therefore your organization can be benchmarked against others.
What Customers ‘say’ and what they ‘do’…
There is a big difference between what Customers say they want and what they do. The Emotional Signature® identifies what a Customer will do, and uses an ‘x-ray’ vision.
Conscious: Customer says they desire it and it does drive value
Subconscious: Customer doesn’t say they desire it but it does drive value
Deception: Customer says they desire it but it doesn’t drive value
Invisible: Customer doesn’t desire it and it doesn’t drive value.
The Emotional Signature® includes the production of a graph illustrated here. The ‘Blue’ represents what the Customers say they want and the ‘Grey’ indicates what actually drives business value ($$$).
You can clearly see there are aspects of the experience that the customers say they want (Blue), but you will see there is no Grey- what drives value. From this simple illustration, you’ll know exactly where to focus, knowing what drives most value for your organization.
Finally the Emotional Signature® produces an Emotional Profile below. This shows the level of emotional engagement against the twenty emotions that drive and destroys value and matches that against the average business index. This is an example of Memorial Hermann Hospital Systems from our DNA of Customer Experience book. The full case study can be read here
Emotional Profile –Memorial Hermann Hospital System in Houston, Texas
To learn more about identifying your organization’s Emotional Signature® contact us: