Emotion in Customer Experience Drives Growth and Revenue

 

TV’s “Shark Tank” is what many people feel is the premiere opportunity for entrepreneurs. But sharks do not have the capacity for emotion as us humans know it. They have basic emotions like pain, hunger, and mating impulses. They have no emotional intelligence as we know it. The sharks on the show might have the same issue because they failed to make an offer to Jamie Siminoff of Ring (DoorBot when pitched).

To date, not making an offer to Siminoff of Ring is the shows biggest embarrassment. On the show they have highlighted others that have gone on to experience success, but Siminoff says the show has not contacted him.

And what a success it has been. The sharks missed the boat. Jamie offered the sharks a 10% stake in the company for $700k. As of January 2017 the company is valued at $445 million. That would have been a legendary rate of return for the sharks.

Watch Jamine Siminoff of Ring talk about using emotion in customer experience Click to Tweet

Hidden Emotional Triggers

One thing that stood out to me as I sat and listened to Jamie’s keynote presentation at the PACE Association Annual Conference was the number of emotional triggers that is present in Ring. And not only in the product, it’s in the design of their customer experience.

Ring’s Video Doorbell connects to smart phones and gives homeowners the piece of mind of being able to see and talk to people at their door, even when they are not at home. Your feeling of safety and security skyrockets by owning this product.

A Higher Purpose

In her article on Fast CompanyWhy Purpose-Driven Companies Are Often More Successful Sherry Hakimi states that in today’s technology driven, rapidly evolving economy, successful companies are built not from the ground up, but from the purpose up.

Organizations without clear purpose manage people and resources. Organizations with strong purpose mobilize people and resources. Purpose is a vital ingredient for a strong, sustainable, scalable organizational culture. Organizational purpose is a powerful emotional intelligence trigger for organizations. But for most it’s not leveraged. It’s merely an unseen element that fails to drive the organization in a concerted manner

It should be your strategic starting point. It’s your product or service differentiator. It is an organic attractor of customers and high performing employees. High emotional connections are gained when companies have a higher purpose and mission. And Ring’s Mission is to reduce crime in communities.

“High emotional connections are gained when companies have a higher purpose and mission.” Click to Tweet

Delivering on the Mission

And they have proof that they do reduce crime. Working with the Los Angeles Police Department, Ring installed its Ring Video Doorbells on 41 of 400 homes in the neighborhood near Koreatown for free. Between July and December 2015, no burglaries occurred at any of the houses installed with the smart video doorbell, and neighborhood burglaries were cut by more than half compared to surrounding neighborhoods over the same time frame the year before.

Jamie says their mission drives their team and strategy throughout every decision. As Jamie says in my interview, it’s an emotional thing for him. He is committed to creating happy customers and making a positive impact on our homes, our communities, and the world. It’s personal.

Contact Center Value

Jamie has a background in contact centers and it’s given him a huge advantage. As he spoke about the importance of the customer experience he spoke of how the contact center experience delivers customer retention, referrals, and a distinct advantage for Ring.

Unlike many CEO’s Jamie knows how to unlock the contact center value potential. And he is trying to get even more value out of the contact center. During his keynote he talked about a current experiment to develop contact center agents into a much higher skill set and paying them a salary of $55,000 annually.

How many CEOs do you know talk about increasing contact center agent skills and compensation? He said that it’s proving to provide the company a much higher payback than having lower skilled and lower paid contact center agents.

And emotional intelligence plays a significant part. Jamie says these higher skilled agents make emotional connections with customers much faster. And for the company that converts to revenue and retention.

“Higher skilled agents make emotional connections with customers much faster.” Click to Tweet

Emotional Intelligence is Disrupting Markets

Not understanding the emotional power (and resulting potential) of Ring by the sharks cost them dearly. Not understanding how to unlock emotional power is a failure among senior executives. It’s why so many industries are being consumed by disruption.

“Not understanding how to unlock emotional power is a failure among senior executives.” Click to Tweet

All of the companies we idolize for the customer experience use emotion to deliver their exceptional service. They work to unlock it’s power. The key is being able to sustain it over the longer term. You must go beyond what everyone else can do to only what a few always do.

As I continue to learn and grow The Emotional Intelligence Customer Experience Design™ (EQCX) framework I’m gaining more insight from emotionally creative thinking people like Jamine Siminoff.

Make sure you watch his interview and share it. Help me on my mission to put more EQ in CX. Together we can make the world a better experience.


54 Emotional Intelligence (EQ) Competencies List: Emotional Intelligence has proven to be the right kind of intelligence to have if you want to move onward and upward faster. Get your free list of the competencies you need to develop to improve the customer experience.

What is a Customer Empathy Map

What is a Customer Empathy Map

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A Customer Empathy Map is an incredible tool that helps organizations to unlock greater power in the customer experience. It can be used by itself or be used in conjunction with other cx tools including customer journey maps, customer personas, service blueprints, motivation matrix, mind maps and more.
This human-centered design tool helps you to obtain great clarity and understanding of how to get into the hearts and minds of your customers. You dramatically increase your individual emotional intelligence about customers when you use a Customer Empathy Map. This enables you with the opportunity to raise organizational emotional intelligence.

“Map More Empathy into Your Customer Journey” Click to Tweet

Beyond perspectives and assumptions
Using it can go beyond gaining more perspective about your customers, to actually becoming smarter about your customers.
The collaborative energy created by using a tool such as this assists in developing a more agile organization. It will help you to more rapidly respond to the changes in customers and competition.
A Customer Empathy Map can be used to represent types of customers, gender segments, age groups, end-users, partners, lost customers, and non-customers, and employees.
Some common uses for a Customer Empathy Map include:
Creating detailed customer personas
Greater understanding of the key differences in customer segments
Gaining deeper understanding into customer journey maps
Developing vibrant user stories
Enhanced insight development when combined with voice of the customer data
Uncovering ways to improve your product or service
Developing new products and services
Spawning greater innovation 
Why does a Customer Empathy Map look like this?
We have learned that 90% of the customer experience is based in emotions. Therefore, a Customer Empathy Map targets the emotional sensors of customers so you are able to increase your emotional intelligence. You learn more about their emotions and become more self-aware as an organization. This Customer Empathy Map contains a problem statement, actions to take, action owners and six sections:
Think & Feel
See
Say & Do
Hear
Pain
Gain
There is also a specific order to complete these sections. Based on your product or service and business objectives you will need to complete sections in the appropriate order. For example, in an extremely competitive landscape you should complete what customers “hear” first because they are probably hearing a lot of mixed messages, false messages, and fear-based messages that will help bring a more clarified perspective when completing subsequent sections.
What you must guard against
You will also need to avoid the trap of bias coming into your idea generation. One is the framing effect that occurs when you are thinking about the customer operating in your environment and you being very familiar with how you “want” customers to think and behave.
Confining your idea generation to this context will limit your ability to grow deeper relationships that enrich their whole life versus merely the life they have with your company or organization. Limiting your thinking in this way limits your relationship potential with customers.
A more powerful bias is Construal level theory (CLT). This theory in social psychology describes the relation between psychological distance and the extent to which people’s thinking is abstract or concrete. Idea generation requires abstract thinking. If you do not separate yourself well enough from the customer you will limit your big picture thinking and get caught up in focusing on process details. You end up replacing customer emotions with your own emotions.
I need a Customer Empathy Map?
Unless you are a gifted mind-reader, you do. Too many stakeholders create perceptions about customers. These perceptions are then used to develop actions, based on these perceptions. This is tantamount to mind-reading. It’s foolish behavior, but we all innocently fall victim to it. A Customer Empathy Map helps to prevent us from being our own worst enemy when we attempt to gain better understanding of our-self and customers.
The Customer Empathy Map can be used in any business or organization. It provides a greater connection into a key component of your company’s success. You will be able to better improve the customer experience by increasing your emotional intelligence by using this tool. It encourages collaboration and lets people experiment with their visual creativity. Using the Customer Empathy Map results in employees becoming more engaged with customers and excited about their new found understanding and appreciation.
Others of interest:

Emotional Intelligence in the Customer Journey

Emotional Intelligence in the Customer Journey

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New findings on leveraging Emotional Intelligence in the Customer Journey will be taking center stage in Miami. I will be delivering new data as to why more than 50% of customer journey mapping projects fail. Why customer experience ratings continue to tumble…and what to do to prevent it.
I will be presenting new insight into the customer journey at Enghouse Interactive’s customer conference (Enghouse Engage 2017) being held May 1-4, 2017 in Miami, Florida at the Conrad Hilton. The event is actually being opened up for all to attend. It’s not your typical user conference. And you can get a 10% discount when you use the code: REMBACH.
Emotional Intelligence in Customer Experience
As I continue to learn and grow The Emotional Intelligence Customer Experience Design™ (EQCX) framework I’m gaining more insight from related, yet (until now) unconnected areas of Neuroscience and Psychology.
With the increasing amount of research that’s being conducted in various areas you can see a clearer path into how to disrupt your competition. While the path is not a short one, the understanding on how to be able to accelerate your velocity is becoming more clear.
A Sneak Preview
One of the frameworks I’m going to share during my keynote is called the Tactical Decision Model. Decision-making has long been studied to understand the process of selecting an effective choice – given your desired outcome. Studies of decision-making can be extended from a personal level to a group and collaborative level. Many Artificial Intelligence systems and bots use decision-making models to help them support people in making the right decisions or to enhance the customer experience.
We humans use this framework work and live. We have laws that we follow and use them to guide our principles which we use to create our rules and practices which helps us to build patterns and habits we follow.
At work and home
We are using this framework everyday at work when we create and re-engineer our processes and procedures. Sometimes you are conducting work defining rules, or you may be training people to build good habits and adhere to business practices.
So as you see the laws, principles and rules we follow point our practices and patters in a particular direction. And there are a few flaws with some rules and practices of business that are driving the 50% failure rate with customer journey mapping projects and ultimately the customer experience.
Regardless if you are consciously aware that you are living your work and home life using this framework, your subconscious mind is using this framework every day. And it’s combining it with your past experiences and new inputs – and it’s being influenced and filtered by your genetics and personality to determine your thoughts and actions.
This is our own unique operating system. It’s what makes humans so complex to predict. But it is a framework that humans use. But it susceptible to getting hijacked.
What does it and how can you use it to your advantage to unlock the power of the customer journey?
In Miami
I’m going to reserve the rest of the story for Miami. You can get a 10% discount when you register at https://enghouseengage.eventgrid.com/ and use the discount code – REMBACH

Experience the Journey, explore CX innovations with Jim Rembach in Miami Click to Tweet

Engage 2017
Engage 2017, Enghouse Interactive’s customer conference is being held May 1-4, 2017 in Miami, Florida at the Conrad Hilton. With its theme, “Experience the Journey,” Engage 2017 will convene many of the world’s foremost experts with whom Enghouse Interactive customers can interact to glean coveted insight and discuss the latest breakthroughs in customer experience management.
54 Emotional Intelligence (EQ) Competencies List: Emotional Intelligence has proven to be the right kind of intelligence to have if you want to move onward and upward faster. Get your free list of the competencies you need to develop to improve the customer experience.

Customer Service Reps Exposed: An Ongoing Cover Up

Customer Service Reps Exposed: An Ongoing Cover Up

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