12 Key Insights from Customer Experiences with Soul

Customer
Experiences
with Soul
Maria Moraes Robinson

and Simon Robinson
Holonomics Education
Business Where People and Planet Matter
12 Key Insights from

© Holonomics Education 2017
The Dynamics
of Seeing
The Dynamics
of Nature
The Dynamics
of Business
Human
Values
The Holonomics Platform

Customer Experiences with Soul has been written to show how our holonomics approach can be applied to
the area of customer experience design. It introduces our tool, The Holonomic Circle, which articulates the
meaning of soul in a design, business and branding context. It provides a holistic framework for designers,
entrepreneurs, leaders and those starting a new business to explore the principles underlying the dynamics
of soulful experiences. It does so by linking the tools, techniques and frameworks for developing customer
experiences with soul with an exploration of the questions of authenticity, purpose and human values.

In 1998 Joseph Pine and James Gilmore published their
classic article Welcome to the Experience Economy in
Harvard Business Review. New research from Barclaycard in
the UK shows that people are continuing to spend less
money on buying things, and more on doing things, and that
businesses are now rushing to adapt. The major difference
between the experience economy of twenty years ago and
today is the emergence of social media and the way in which
people are sharing their experiences online.
!
The last three decades have seen a steady evolution in
customer experience design methods and practices. These
have been complemented by the introduction of systemic
and visual business tools such as Balanced Scorecard and
the Business Model Canvas which have radically changed
the way entrepreneurs and corporations develop new
businesses, innovate new products and services, and
improve and evolve their existing business models and
strategies. However, despite a growing awareness of the
impact on proﬁtability of being a customer-focused
organisation, and despite the wealth of new approaches to
innovation, the majority of new products and services are still
failing to meet customer expectations. The time therefore has
now arrived for business leaders to radically reappraise what
they are doing, how they are doing it, with who they are
doing it, and most importantly, why.

“The most signiﬁcant book in User Experience
Design this decade.”
Jason Grant, CEO of Integral, founder of Flexwebs and UX
Coach, Global Network of User Experience Designers

Being
Doing
©Simon Robinson and Maria Moraes Robinson (2017)
Customer Experiences with Soul: A New Era in Design

THE MOST DISRUPTIVE
WORD IN INNOVATION IS
SOUL
#1

Being
Doing
Evolução
Innovation
Meaningful
Evolution
Consciousness

CUSTOMER EXPERIENCES
ARE EVERY EXPERIENCE
THAT ANYONE HAS WITH YOU,
YOUR BRAND AND YOUR
ORGANISATION
#2

THE DELINEATION BETWEEN
B2B AND B2C IS BLURRING.
THE NEW FOCUS IS P2P.
#3

Human Factors
Human Factors is a scientiﬁc discipline which studies how people interact
with gadgets, products and systems.

Designing the Customer Experience
!
Mike Atyeo and Simon Robinson
!
Human-Computer Interaction: Interact ’95
!
1995
Human-Computer
Interaction:
INTERACT ’95
Edited by
!
Knut Nordby
Per Helmersen
David Gilmore
Svein Arnesen
IFIP
https://cxwithsoul.com/2017/06/17/designing-the-customer-experience

COMPANIES WHICH FOCUS
ON CUSTOMERS ARE 60%
MORE PROFITABLE
#4

The Trinity of
Authenticity
Tools and
Techniques
The Transcendentals
The Holonomic Circle

It is important to note that the circular lines of the holonomic circle are not closed,
but remain open, drawing our attention to the way in which the elements of the circle
are not to be thought of as separately existing objects or ideas, but rather as fully
interrelated. The openness expresses movement, and this is how you can work with
the holonomic circle, taking each element as inspiration for dialogues to explore and
collectively understand customers, their experiences and the meaning of brands.
!
The design of the circles were chosen for their likeness to an ensō, a hand-drawn
symbol from Zen Buddhism expressing a moment when the mind is free to let the
body create. According to Audrey Yoshiko Seo, author of Ensō: Zen Circles of
Enlightenment, “Zen circles, ensō, are symbols of teaching, reality, enlightenment,
and a myriad of things in between. Seemingly perfect in their continuity, balance,
and sense of completeness, and yet often irregular in execution, ensō are at once
the most fundamentally simple and the most complex shape. They seem to leave
little room for variation, and yet in the hands of Zen masters, the varieties of personal
expression are endless”

The Trinity of
Authenticity
The Trinity

What I say
What I mean How I act
What I say
What I mean
How I act
AuthenticCounterfeit

AUTHENTICITY IS
EVERYTHING
#5

Jessica Alba's The Honest Co.

YOUR VALUES ARE HOW
EVERYONE ACTS WHEN THEY
THINK THAT NO ONE IS
LOOKING
#6

Meaning
Human
Values
Methods
Relationships
Purpose
Customer Experiences with Soul: A New Era in Design© Holonomics Education 2017
Tools and Techniques

Peace
Truth
Love
Righteousness
Non-Violence

Non-violence
Peace
Truth
Love
Righteousness
Self-respect
Integrity
Perseverence
Tolerance
Resourcefulness
Trust
Caring
Sharing
Respect
Honesty
Humility
Concentration
Observing
Reﬂection
Awareness
Wisdom
Reasoning Curiosity
Creativity
Devotion Dedication
Empathy
Generosity
Unity
Loyalty
Cooperation
Morality
Discipline
Usage of time
Leadership
Harmony
CourageCitizenship
Harmony

WE DEFINE SUSTAINABILITY
AS THE QUALITY OF OUR
RELATIONSHIPS
#7

Strongly Sustainable Business Model Group

Business Model Canvas
VALUE PROPOSITIONS CUSTOMER
SEGMENTS
CUSTOMER
RELATIONSHIPS
REVENUE
STREAMS
$ $
This work is licensed under the Creative Commons Attribution-Share Alike
3.0 Unported License.

Flourishing Business Canvas
The Flourishing Canvas is reproduced under licence to Holonomics Education.!
This version is not automatically licensed for commercial or non-commercial use.!
© Antony Upward, 2014 · All Rights Reserved

PATAGONIA
Patagonia

Flourishing Business Canvas
The Flourishing Canvas is reproduced under licence to Holonomics Education.!
This version is not automatically licensed for commercial or non-commercial use.!
© Antony Upward, 2014 · All Rights Reserved
Wild and
beautiful
places
Best
products
no harm
Reverse
ecological
decline
Company
of 100
years
Quality
outdoor
clothing
Conscious
consumption
Outdoor
sports
community
Mills and
sewing
factories
Patagonia
shops
On-line site
Other
retailers
Pollution
Waste
Toxic
chemicals
Use of
fossil
fuels
Organic
cotton
Clean
water
Soil
Reduce
resource
consumption
Repair
clothes
iFixit
Repairs
Donate 1%
of sales
revenue
BCorp.
Fair Labour
Blue Sign
Share data
with other
brands
Activists
and small
NGOs
Audit
factories
Ensure
factory
compliance
Insurance
Child care
Internships
Farmers
Factory
workers
Local
labour
communities
Better
working
conditions
Better
working
conditions
Customer
questions
Recycled
polyester
and wool
Energy
savingsLoyal
customers
Climbers,
surfers,
skiers etc
Children
Humanity
Rock-faces
Rivers
Oceans
Subsistence
Protection
Leisure
Mastery
Recognition
Respect
Patagonia

WITH SOUL REQUIRE
SYSTEMIC VISION
#8

WITH SOUL TAKE INTO
ACCOUNT THE EXPERIENCE
OF PEOPLE WHO ARE NOT
YOUR CUSTOMER
#9

Case Study

Morumbi

Jardins

Moema

The One and
the many
Beauty
Goodness
Justice
Truth
Identity and
Difference
Being
The Transcendentals

WITH SOUL ARE ENGAGING
BECAUSE THEY SPEAK TO
OUR HIGHER NEEDS
#10

WITH SOUL ARE THE
RESPONSIBILITY OF
EVERYONE
#11

Customer Experiences with Soul: A New Era in Design© Holonomics Education 2017
The Holonomic Circle
The One and
the many
Beauty
Goodness
Justice
Truth
Identity and
Difference
Being
Meaning
Human
Values
Methods
Relationships
Purpose
What I say
What I mean
How I act

Great companies are the ones
which create customer
experiences with soul. When you
can connect with the soul of your
organisation and experience the
way in which it is expressed
through each and every part, then
you will have created a living,
authentic brand.
#12

www.transitionconsciousness.org

www.cxwithsoul.com

Holonomics Education is a strategy and innovation consultancy based in São Paulo. Our
mission is to help our clients to implement great customer experiences, powerful and
effective strategies, and develop purposeful, meaningful and sustainable brands.
!
The way we do this is to help inspire people within these organisations to think and see
differently. Hence we help people to develop an expanded level of consciousness and to
understand the importance of universal human values. Our programmes are designed
empower leaders with these deep insights across every activity within the organisation, such
as strategy, HR, innovation, sustainability, planning and operations. We do this using our
unique courses, workshops, masterclasses and Holonomics change management process.
!
We are able to develop long-term programmes to enable profound transformational change.
These involve the implementation of new strategies, innovation processes and ways of
working across teams, departments, divisions, businesses and ecosystems.
Who we are
www.holonomics.co.uk

Our educational and consultancy services all centre around the
concept of transformation. Our methodologies all contain elements
of dialogue, storytelling, gamification and experiential learning,
which combine to produce targeted, incremental and long-term
results.
!
Our business focuses on the following strategic areas:
!
• Developing new business opportunities
• Creating sustainable brands and strategies
• Development and communication of business strategy
• Training and empowering whole organisations at all levels
• Delivering outstanding customer experiences
• Building authentic and resilient leaders and teams
• Solving complex and wicked problems
• Building innovation capabilities through dialogue
!
At the heart of all we do is our Holonomics approach. This is a new
way of thinking which enables business leaders and executives to
respond, adapt and communicate in new and innovative ways.
Our Services

The Fouders
Simon Robinson is the co-founder of Holonomics Education and the co-author of
Customer Experiences with Soul: A New Era in Design and Holonomics: Business
Where People and Planet Matter. He began his career at BT Laboratories (British
Telecom) in ergonomics and human factors, responsible for the user interfaces and
the customer experience of fixed and mobile consumer products. In 1995 he and his
colleagues created the concepts ‘designing the customer experience’ which brought
together user-centred design and marketing into a single process. He is a Harvard
Business Review author, a member of the Strongly Sustainable Business Model
G r o u p a t O C A D U n i v e r s i t y, To r o n t o , a n d e d i t o r o f t h e b l o g
www.transitionconsciousness.org.
!
!
Maria Moraes Robinson is the co-founder of Holonomics Education and is an
internationally recognized educator and keynote speaker in strategy, change
management, sustainability, human values and the Balanced Scorecard
methodology. She is a published author in Harvard Business Review Brasil, and the
co-author of the books Customer Experiences with Soul: A New Era in Design,
Holonomics: Business Where People and Planet Matter, Strategy Management:
Experiences and Lessons of Brazilian Companies and The Strategic Activist.

cxwithsoul.com
holonomics.co.uk
Many thanks!
Business Where People and Planet Matter

12 Key Insights from Customer Experiences with Soul

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