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Emotional
engagement:
The magic ingredient
in any customer
experience
The Activity Book
Introductions:Why are we here?
What is your name?
Where do you work?
What you do?
Why did you decide to attend this webina...
Sometimes we forget,
customers are people first.
Do we know who our customers are…
…or do we look at our
customers as we want
them to be?
Do you love your customers?
Or are you in love with your products?
4Type of Emotional Expressions
Pity/Contempt Sympathy Empathy Compassion
So sad. I’m sorry you are sad
and going through a...
Empathy:
“the act of coming to experience the world as you
think someone else does”
“The more empathetic managers were, the more they used their
personal preferences to predict what customers would want.
An...
How do you motivate customers to take action?
Connect with them emotionally
Step 1
Identify
characteristics of
your custom...
Step 1: Identify characteristics of your
customer
Step 1
Identify
characteristics of
your customer
Step 2
Know the
problem...
A conversation is really an interaction between
two people or entities that builds a relationship.
Actions orWords or Both?
Which is more meaningful to the person and to you?
Discussion Questions &
Activities
Who your current customers?
Let’s start with demographics:
• Titles
• Types of companies
• Departments
• Other information?
Let’s describe them as people.
Do they have families?What are they like?
Describe their jobs: tasks and responsibilities
W...
What do you know about your customers
through metrics and analytics?
Do you have any reports to review to give you insight...
Why did they choose your product/solution?
What did they tell you about why they chose your solution?
Why do you think the...
How do they see it helping them?
What was the motivation/intent to purchase?
What do they expect for a result?
How do you see it helping them?
How do you see their business improving from the solution?
What do you think they will gai...
Step 2: Know the problem that they are
trying to solve
Step 1
Identify
characteristics of
your customer
Step 2
Know the
pr...
Customers don’t think in terms of problems
Products rarely solve new
problems. We solve problems
that have always existed ...
“What they really need to home in on is the progress that the customer is
trying to make in a given circumstance—what the ...
“Some people say, 'Give the customers what they want.’ But that's not my
approach. Our job is to figure out what they're g...
Jef Raskin: intuitive or familiar?
Marketers solve a problem the company sees…
…but what do your customers see?
Airplanes.
• Problem they solve: fast transportation for long distances
• Problem they create: how do you entertain100+ st...
Discussion Questions &
Activities
Baseline Question:
State the problem you believe your company solves.
Looking at the mini-profiles we created for your
customers, what do you think they are really
looking for from you?
Why do...
What problem do they see you solving, based on their perspective? Do
you have to adjust their views?
Why do your existing customers choose
you?
What’s the approach you use to solve your customer’s problem?
What’s missing fr...
What are you allowing them to do in their
life that they couldn’t do without you?
How is the problem you solve unique? (we...
From the customer perspective, how is the
problem you solve different from a competitor?
We may get more insights when we ...
Step 3: Know how the solution you are
offering will help them
Step 1
Identify
characteristics of
your customer
Step 2
Know...
To know who you are, know your
competitors
3Types of competitors:
Industry
competitors
Company
competitors
Payment
method
...
Why isn’t your customer solving the issue
now?
A solution may
already exist - and
customer is not
aware of it
Problem perc...
Value, noun.
Worth or quality as measured by a standard of equivalence.
The material or monetary worth of something; the a...
Value &Worth - Investment and commitment
Cost &Time
Find and implement the
solution
Urgency &
Need for a solution
Priority...
Stop persuading.
Find people who want help to transform how
they live or work.
Discussion Questions &
Activities
3 Activities
• List your competitors
• Describe your solution
• Value &Worth
Activity 1: List competitors
Industry Company Payment Method
In this activity, list your competitors in each category.The ...
Activity 2: Describe your solution
Your customers Industry analysts Your company
How does this group
describe your solutio...
Activity 3: Value &Worth
Your company Competitor A Competitor B
What is the value you provide
customers?
How much does the...
Step 4: Determine what will motivate them
to take the next step
Step 1
Identify
characteristics of
your customer
Step 2
Kn...
Why do people make the decisions they do?
Emotions.
Feeling.
What makes someone
feel good.
Meaning.
Reason.
Choose what gi...
“I began to think that the cold-bloodedness of Elliot’s reasoning
prevented him from assigning different values to differe...
Why do people make the decisions they do?
Emotions.
Feeling.
What makes someone
feel good.
Meaning.
Reason.
Choose what gi...
Is money a valid excuse not to buy?
People don’t buy because a solution costs too much.
People don’t buy because their pro...
Fear Factor
Fear based approaches will make a sale,
but it doesn’t solve a customer’s problem
or build a relationship.
Decisions are about change
Change is hard uncomfortable.
If your prospects or customers can’t convince themselves (or allow you
convince them) that t...
If all goes well…
…people change and make a purchase because of their fear of
the consequences of NOT purchasing.
Discussion Questions &
Activities
Consider a scenario...
Think about your customers, who they are, and what they are like.
List 3-5 priorities that they tol...
List 3-5 competing priorities you have heard
from your customers
1.
2.
3.
4.
5.
List reasons why your solution isn’t on the
top of their list.
•
•
•
•
•
Do you notice a trend?
Is there a trend emerging why some priorities may be ranked higher?
You may not know the true reaso...
Messaging ideas and approaches to be at the
top of their list.
•
•
•
•
•
Discover emotions, meaning, self-interest
Emotions
Recall what customers
have told you about
how they felt before
and afte...
Discover emotions
Recall what customers have told you about how they felt before and after
they purchased your solution.
L...
Discover meaning
What do you think is the meaning of your solution in their life?
Have they told you that your product cha...
Discover self-interest
List the scenarios and situations where choosing your solution would
serve their best interests.
•
...
Fear & Change 1
Consider why your customers may be afraid of change.
List the reasons customers shared with you.
Reasons w...
Fear & Change 2
Describe your customers’ past lives as you understand them and
compare to their life today with your solut...
Summarize
List ideas to reframe your solution so that you appeal to customer emotions,
overcome customer fears, and presen...
Step 5: Create a picture of what life could be
like with the new solution
Step 1
Identify
characteristics of
your customer...
The solution: education and vision
Present your customers a vision of the potential that their
lives could be with your so...
Add the emotional impact to the story
Encourage your customer to share the emotional impact of their story
Educate the cus...
Use the emotions in their stories to change
your organization
Tell the product team how
you want users to feel when
they u...
All of these actions this will inspire your customers and your team to
work towards a higher goal – and transition from ju...
Create a sense of community
Community is more than a support forum or social media.
Community is the relationship between ...
Ways to measure community
Category Description
Engagement
• Demonstrate that you can hold a conversation with your custome...
Communicate your brand authentically
Vision
Employees Customers
Relationship
Brand
Mission,
Plans,
Activities
Experience
Revenue
Magic of emotional engagement comes from your
company’s employees and their love for their
customers.
Emotional connection and magic happens through
people.
Discussion Questions &
Activities
Activities
Identify a list of
customers to interview
for success stories. Use
the template to gather
information from them...
Identify a list of customers to interview for
success stories.
Use the template to gather information from them.
• How do ...
Brainstorm ways to communicate that
success.
Consider interactive mediums like forums, social media, events, contests.
•
•...
How could you use aspects of this success to
create a community?
Which elements of the product/company experience could bu...
Customer Interview Format (sample)
The problem.
Encourage the customer to
explain the problem they had in
their own words....
Customer Interview:The Problem
Encourage the customer to explain the problem they had in their own
words.
Outline the situ...
Customer Interview:The Solution
Have the customer describe the solution they selected.
• How do they describe what the pro...
Customer Interview: Describe the solution.
Have the customer illustrate the new life they are living after this
change.
• ...
Thank you!
Activity Book for the Webinar Emotional Engagement: The magic ingrident in any customer experience
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Activity Book for the Webinar Emotional Engagement: The magic ingrident in any customer experience

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This activity book includes questions to help you build a plan to create a more emotionally engaging customer experience. To view the webinar, signup at: https://gearmark.lpages.co/sign-up-for-cx-magic-ingredient-emotions/

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Activity Book for the Webinar Emotional Engagement: The magic ingrident in any customer experience

  1. 1. Emotional engagement: The magic ingredient in any customer experience The Activity Book
  2. 2. Introductions:Why are we here? What is your name? Where do you work? What you do? Why did you decide to attend this webinar? What do you hope to get out of this webinar today?
  3. 3. Sometimes we forget, customers are people first.
  4. 4. Do we know who our customers are… …or do we look at our customers as we want them to be?
  5. 5. Do you love your customers? Or are you in love with your products?
  6. 6. 4Type of Emotional Expressions Pity/Contempt Sympathy Empathy Compassion So sad. I’m sorry you are sad and going through a difficult time. I can feel your sadness and understand why you feel that way. I can feel your sadness, understand it, and want to help you fix it.
  7. 7. Empathy: “the act of coming to experience the world as you think someone else does”
  8. 8. “The more empathetic managers were, the more they used their personal preferences to predict what customers would want. Another key finding that should get people’s attention is that the more empathetic the managers were, the more they ignored the market research on customers that we provided them.” Johannes Hattula and his coresearchers Walter Herzog, Darren Dahl, and Sven Reinecke Imperial College’s “PuttingYourself in the Customer’s Shoes Doesn’t Work:An Interview with Johannes Hattula,” HBR https://hbr.org/2015/03/putting-yourself-in-the-customers-shoes-doesnt-work
  9. 9. How do you motivate customers to take action? Connect with them emotionally Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  10. 10. Step 1: Identify characteristics of your customer Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  11. 11. A conversation is really an interaction between two people or entities that builds a relationship.
  12. 12. Actions orWords or Both? Which is more meaningful to the person and to you?
  13. 13. Discussion Questions & Activities
  14. 14. Who your current customers? Let’s start with demographics: • Titles • Types of companies • Departments • Other information?
  15. 15. Let’s describe them as people. Do they have families?What are they like? Describe their jobs: tasks and responsibilities What do they do for fun?
  16. 16. What do you know about your customers through metrics and analytics? Do you have any reports to review to give you insights? What else do you know based on behaviors in various mediums?
  17. 17. Why did they choose your product/solution? What did they tell you about why they chose your solution? Why do you think they chose your solution?
  18. 18. How do they see it helping them? What was the motivation/intent to purchase? What do they expect for a result?
  19. 19. How do you see it helping them? How do you see their business improving from the solution? What do you think they will gain from it?
  20. 20. Step 2: Know the problem that they are trying to solve Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  21. 21. Customers don’t think in terms of problems Products rarely solve new problems. We solve problems that have always existed in some form. People found other ways to solve the problem or didn’t see it as a problem. As Jobs, Ford, and Raskin said, people sometimes don’t realize what life could be. It’s the job of the company to show them a new way – and a need.
  22. 22. “What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done.” -- Clayton M. Christensen,Taddy Hall, Karen Dillon, David S. Duncan “Know Your Customers’ “Jobs to Be Done” HBR https://hbr.org/2016/09/know-your-customers-jobs-to-be-done?referral=00060
  23. 23. “Some people say, 'Give the customers what they want.’ But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said,‘If I'd asked customers what they wanted, they would have told me, 'A faster horse!’’ People don't know what they want until you show it to them.That's why I never rely on market research. Our task is to read things that are not yet on the page.” – Steve Jobs
  24. 24. Jef Raskin: intuitive or familiar?
  25. 25. Marketers solve a problem the company sees… …but what do your customers see?
  26. 26. Airplanes. • Problem they solve: fast transportation for long distances • Problem they create: how do you entertain100+ strangers in a confined space for 1+ hours? • What is the problem airplanes should really solve today? • What is the problem that the customers see?
  27. 27. Discussion Questions & Activities
  28. 28. Baseline Question: State the problem you believe your company solves.
  29. 29. Looking at the mini-profiles we created for your customers, what do you think they are really looking for from you? Why do customers ask to meet with you? How do they describe their problem to you?
  30. 30. What problem do they see you solving, based on their perspective? Do you have to adjust their views?
  31. 31. Why do your existing customers choose you? What’s the approach you use to solve your customer’s problem? What’s missing from their original solution that they use today? How about most solutions in your industry? Which factor made your solution ideal for them?
  32. 32. What are you allowing them to do in their life that they couldn’t do without you? How is the problem you solve unique? (we may need to look at the next section to get more information) Do you see them having a bigger problem than they think they do? If so, what do you see?
  33. 33. From the customer perspective, how is the problem you solve different from a competitor? We may get more insights when we discuss the solution. How do your competitors see the problem in your space? Is there a problem that your space created that your customer doesn’t see? How are you solving that problem?
  34. 34. Step 3: Know how the solution you are offering will help them Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  35. 35. To know who you are, know your competitors 3Types of competitors: Industry competitors Company competitors Payment method competitors
  36. 36. Why isn’t your customer solving the issue now? A solution may already exist - and customer is not aware of it Problem perceived as too difficult to solve and no one ever tried it to make it simpler Problem is not high on the priority list Some ideas:
  37. 37. Value, noun. Worth or quality as measured by a standard of equivalence. The material or monetary worth of something; the amount at which something may be estimated in terms of a medium of exchange, as money or goods, or some other similar standard. Worth, noun. Senses relating to monetary value. The material or monetary value of something; the amount at which something may be estimated in terms of a medium of exchange, such as money or goods.
  38. 38. Value &Worth - Investment and commitment Cost &Time Find and implement the solution Urgency & Need for a solution Priority to fix it Speed to complete an action Desire to accomplish a goal + Is directly proportional to Motivation Emotions driving fixing the problem +
  39. 39. Stop persuading. Find people who want help to transform how they live or work.
  40. 40. Discussion Questions & Activities
  41. 41. 3 Activities • List your competitors • Describe your solution • Value &Worth
  42. 42. Activity 1: List competitors Industry Company Payment Method In this activity, list your competitors in each category.The more thorough and detailed of a list, the better. It will help you consider how your solution is viewed by your customers.
  43. 43. Activity 2: Describe your solution Your customers Industry analysts Your company How does this group describe your solution? How does this group see your solution as helping your customers?
  44. 44. Activity 3: Value &Worth Your company Competitor A Competitor B What is the value you provide customers? How much does the product cost? What is the true product cost (include installation, training, etc.)? Based on customer feedback, how do you think they perceive the product’s value? Based on your experience, where does the customer get stuck understanding product value?
  45. 45. Step 4: Determine what will motivate them to take the next step Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  46. 46. Why do people make the decisions they do? Emotions. Feeling. What makes someone feel good. Meaning. Reason. Choose what gives life meaning and memories. Self-interest. Motivation. Choose what’s best in all aspects of life.
  47. 47. “I began to think that the cold-bloodedness of Elliot’s reasoning prevented him from assigning different values to different options,” Damasio writes,“and made his decision-making landscape hopelessly flat.”
  48. 48. Why do people make the decisions they do? Emotions. Feeling. What makes someone feel good. Meaning. Reason. Choose what gives life meaning and memories. Self-interest. Motivation. Choose what’s best in all aspects of life.
  49. 49. Is money a valid excuse not to buy? People don’t buy because a solution costs too much. People don’t buy because their problem is a lower priority. They found another solution (cheaper, simpler, easier). It isn’t that much of a problem, really.
  50. 50. Fear Factor Fear based approaches will make a sale, but it doesn’t solve a customer’s problem or build a relationship.
  51. 51. Decisions are about change
  52. 52. Change is hard uncomfortable. If your prospects or customers can’t convince themselves (or allow you convince them) that the change is essential they simply won’t do it.
  53. 53. If all goes well… …people change and make a purchase because of their fear of the consequences of NOT purchasing.
  54. 54. Discussion Questions & Activities
  55. 55. Consider a scenario... Think about your customers, who they are, and what they are like. List 3-5 priorities that they told you are competing with your solution. They need to fund your solution plus how many others? List the reasons you have heard from them regarding why your solution may not be on the top of their priority list. Include the reasons they told you directly. Include reasons that are implied or assumed. Label each appropriately. Your solution is competing against these reasons.
  56. 56. List 3-5 competing priorities you have heard from your customers 1. 2. 3. 4. 5.
  57. 57. List reasons why your solution isn’t on the top of their list. • • • • •
  58. 58. Do you notice a trend? Is there a trend emerging why some priorities may be ranked higher? You may not know the true reason, but consider why you aren’t on the top of their list. Use this knowledge to help you construct messaging and materials to help customers see why you belong on the top of their priority list. Or at least you come in second.
  59. 59. Messaging ideas and approaches to be at the top of their list. • • • • •
  60. 60. Discover emotions, meaning, self-interest Emotions Recall what customers have told you about how they felt before and after they purchased your solution. List the emotions you heard them discuss. Meaning What do you think is the meaning of your solution in their life? Have they told you that your product changed their life and gave them meaning? If yes, list what they said. Self-interest List the scenarios and situations where choosing your solution would serve their best interests.
  61. 61. Discover emotions Recall what customers have told you about how they felt before and after they purchased your solution. List the emotions you heard them discuss. • • • •
  62. 62. Discover meaning What do you think is the meaning of your solution in their life? Have they told you that your product changed their life and gave them meaning? If yes, list what they said.
  63. 63. Discover self-interest List the scenarios and situations where choosing your solution would serve their best interests. • • • •
  64. 64. Fear & Change 1 Consider why your customers may be afraid of change. List the reasons customers shared with you. Reasons why your customers are afraid of change
  65. 65. Fear & Change 2 Describe your customers’ past lives as you understand them and compare to their life today with your solution. Identify the benefits they experienced for moving to the new solution. Customer past life Customer current life with your solution
  66. 66. Summarize List ideas to reframe your solution so that you appeal to customer emotions, overcome customer fears, and present them a positive future where they feel good about their decision. • • • •
  67. 67. Step 5: Create a picture of what life could be like with the new solution Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  68. 68. The solution: education and vision Present your customers a vision of the potential that their lives could be with your solution. Customer stories are so successful for this reason. • Explain the problem they had • Describe the solution they selected • Illustrate the new life they are living with this change
  69. 69. Add the emotional impact to the story Encourage your customer to share the emotional impact of their story Educate the customer about: Questions to answer about emotions The problem What is the customer feeling about the problem? How does the customer describe the problem? The solution Why did they choose the solution they did? What feelings drove them to select that solution? How did they feel when the solution was implemented? How does the customer describe the solution? (analyze word choices and sentiments expressed) Vision for the future with the solution How does the customer describe the new life? What are the new feelings and emotions around the solution?
  70. 70. Use the emotions in their stories to change your organization Tell the product team how you want users to feel when they use the product so they create such an experience. Tell support how we are relieving customer challenges – and they should continue helping. Tell finance that to relieve more customer challenges we may want to offer more payment options and flexibility. Tell HR about the changes so they can hire employees who want to help customers solve their problems. Create content to help describe the problem in the industry and highlight the frustration the customer must feel. Create solution content that supports feeling relief.
  71. 71. All of these actions this will inspire your customers and your team to work towards a higher goal – and transition from just creating products to creating solutions that change people’s lives.
  72. 72. Create a sense of community Community is more than a support forum or social media. Community is the relationship between your employees and customers that’s established throughout the purchase process and beyond. It’s a conversation through words and actions. Examples: Forums, contests, social media discussions, surveys, focus groups Anything where they can share their ideas, thoughts, and input
  73. 73. Ways to measure community Category Description Engagement • Demonstrate that you can hold a conversation with your customer and connect to them in some way • Build connections on social media: like, share, or comment • Build relationships: click through a link to your site and keep interacting through chat or phone Loyalty • Repeat buyers and visitors • Track your customers end-to-end – who consistently read emails, click to articles, use the product, provide great reviews and recommendations • Loyal customers want to see your brand succeed Accountability • Includes product reviews that validate messaging about the problem you solve and how you solve it Brand and Reputation • Net promoter score • Leverage accountability for reputation • Traditional brand recall metrics PR Relationship Metrics • Guidelines for Measuring Relationships in Public Relations (1999) • 4 factors that build a relationship (controlled mutuality, trust, satisfaction, commitment)
  74. 74. Communicate your brand authentically
  75. 75. Vision Employees Customers Relationship Brand Mission, Plans, Activities Experience Revenue
  76. 76. Magic of emotional engagement comes from your company’s employees and their love for their customers.
  77. 77. Emotional connection and magic happens through people.
  78. 78. Discussion Questions & Activities
  79. 79. Activities Identify a list of customers to interview for success stories. Use the template to gather information from them. • How do they picture success? • What was their shift in emotions? Brainstorm ways to communicate that success. • Consider interactive mediums like forums, social media, events, contests. How could you use aspects of this success to create a community? • Which elements of the product/company experience could build ties between customers? • Which aspects of their customer journeys are points to unify them?
  80. 80. Identify a list of customers to interview for success stories. Use the template to gather information from them. • How do they picture success? • What was their shift in emotions? Names
  81. 81. Brainstorm ways to communicate that success. Consider interactive mediums like forums, social media, events, contests. • • • •
  82. 82. How could you use aspects of this success to create a community? Which elements of the product/company experience could build ties between customers? Which aspects of their customer journeys are points to unify them?
  83. 83. Customer Interview Format (sample) The problem. Encourage the customer to explain the problem they had in their own words. Outline the situation and the challenges they were facing.Was there an ultimate problem that started the search for a solution? Was a new problem identified? What was the customer feeling about the problem? How does the customer describe the problem? The solution. Have the customer describe the solution they selected. How do they describe what the product does? Why did they choose the solution they did? What feelings drove them to select that solution? How did they feel when the solution was implemented? How does the customer describe the solution? (analyze word choices and sentiments expressed) Describe the vision. Have the customer illustrate the new life they are living after this change. How does the customer describe the new life? What are the new feelings and emotions around the solution?
  84. 84. Customer Interview:The Problem Encourage the customer to explain the problem they had in their own words. Outline the situation and the challenges they were facing. • Was there an ultimate problem that started the search for a solution? • Was a new problem identified? • What was the customer feeling about the problem? • How does the customer describe the problem?
  85. 85. Customer Interview:The Solution Have the customer describe the solution they selected. • How do they describe what the product does? • Why did they choose the solution they did? • What feelings drove them to select that solution? • How did they feel when the solution was implemented? • How does the customer describe the solution? (analyze word choices and sentiments expressed)
  86. 86. Customer Interview: Describe the solution. Have the customer illustrate the new life they are living after this change. • How does the customer describe the new life? • What are the new feelings and emotions around the solution?
  87. 87. Thank you!

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