Post on 08-Apr-2017
The Power of Emotion
Jen Rodstrom, CCXPCX TransformistTemkin Group
Copyright ©2016 Temkin Group. All rights reserved.
Copyright ©2016 Temkin Group. All rights reserved.
Copyright ©2016 Temkin Group. All rights reserved.
Copyright ©2016 Temkin Group. All rights reserved.
Three Realities of Emotion
1.Companies focus on it the least
Emotion
Effort
Succ
ess
Customer Experience
Copyright ©2016 Temkin Group. All rights reserved.
Three Realities of Emotion
1.Companies focus on it the least
Emotion
Effort
Success
9%
15%
18%
15%
25%
27%
Very good Good
Effectiveness at measuring three elements of CX (200+ large organizations)
Copyright ©2016 Temkin Group. All rights reserved.
Three Realities of Emotion
1.Companies focus on it the least
2.Customers give it low marks
Copyright ©2016 Temkin Group. All rights reserved.
Three Realities of Emotion
1.Companies focus on it the least
2.Customers give it low marks
2016 Temkin Experience Ratings
Copyright ©2016 Temkin Group. All rights reserved.
Three Realities of Emotion
1.Companies focus on it the least
2.Customers give it low marks
3. It drives loyalty
Copyright ©2016 Temkin Group. All rights reserved.
Three Realities of Emotion
1.Companies focus on it the least
2.Customers give it low marks
3. It drives loyalty
8% 7% 6%
66% 67%76%
Success Effort Emotion
LOWRatings
HIGHRatings
Likely to Recommend (Promoters)
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What drives emotion?Stimulation Identification
Personal, internal reaction to experience
How people view themselves within the
context of a larger group
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Color Attributes Physiological Response
RedPHYSICAL, Courage, strength, warmth, energy, excitement, defiance, aggression, strain
Longest wavelength, so red objects appear closer and therefore grab our attention first.
Yellow
EMOTIONAL, optimistic, confident, self-esteem, friendly, creative, irrational, anxiety, fear
Wavelength is long and emotionally stimulating, so it raises our spirits and esteem, but too much of it can cause fear and anxiety.
PurpleSPIRITUAL, luxury, authenticity, truth, quality, decadence, inferiority
Shortest wavelength, so encourages deep contemplation and meditation
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YELLOW: FriendlinessRED: Appetite
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Remember these guys?
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How do you design for emotions?
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Listen to customers
“Consumers are statistics. Customers are people.”-Stanley Marcus
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Listen to customers
More qualitative research
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Talk about customer emotions
Ambivalent
Appreciative
Adoring
Agitated
Angry
Five A’s of Emotional Response
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Focus on your customers’ journeys,
not on your interactions
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Customer Journey Thinking™
Always ask five questions:1. Who is the customer? 2. What is the customer’s real goal? 3. What did the customer do right before?
(repeat three times) 4. What will the customer do right afterwards?
(repeat three times)5. What will make the customer happy?
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Don’t satisfy customers
Make them
FEEL HAPPY!
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Thanks!
Jen Rodstrom, CCXPCustomer Experience TransformistEmail: jen@temkingroup.comTwitter: @Jen_Rodstrom
www.TemkinGroup.com
INTENSIFYEMOTION.com