" Focusing on emotion can lead to improved customer loyalty. In this session, learn the realities of emotion, what drives emotion, and how to design for it."

1. Infusing Emotion
Into Your
Customer
Experience
Bruce Temkin, CCXP
CX Transformist & Managing Partner
Temkin Group

2. Bruce Temkin, CCXP
CX Transformist & Managing Partner
Bruce Temkin is widely viewed as a customer
experience visionary. He has worked with hundreds
of large organizations on defining and accelerating
their customer experience journeys. His company,
Temkin Group, is a leading research and consultancy
focused on enterprise-wide customer experience
transformation. It helps many of the world’s largest
brands lead their transformational journeys towards
customer-centricity and build loyalty by engaging the
hearts and minds of their customers, employees, and
partners. Bruce is also the co-founder of the
Customer Experience Professionals Association.

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Three Realities of Emotion
Emotion
Effort
Success
Customer
Experience
1. Companies focus on it the least

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Three Realities of Emotion
1. Companies focus on it the least
9%
15%
18%
15%
25%
27%
Emotion
Effort
Success
Very good Good
Effectiveness at measuring three
elements of CX (200+ large organizations)

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Three Realities of Emotion
1. Companies focus on it the least
2. Customers give it low marks

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Three Realities of Emotion
1. Companies focus on it the least
2. Customers give it low marks
2016 Temkin Experience Ratings
80%60% 70%
Very
Poor
Poor Okay Good Excel-
lent
50%
Emotion
64%35% 50%
63%54% 77%
Success
Effort
64%48% 80%

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Three Realities of Emotion
1. Companies focus on it the least
2. Customers give it low marks
(But not for everyone)
Industry Leaders in 2016 Temkin Emotion Ratings

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Three Realities of Emotion
1. Companies focus on it the least
2. Customers give it low marks
3. It drives loyalty
Success Effort Emotion
Likely to Recommend (Promoters)
LOW
Ratings
HIGH
Ratings

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Three Realities of Emotion
1. Companies focus on it the least
2. Customers give it low marks
3. It drives loyalty
8% 7% 6%
Success Effort Emotion
Likely to Recommend (Promoters)
LOW
Ratings
HIGH
Ratings

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Three Realities of Emotion
1. Companies focus on it the least
2. Customers give it low marks
3. It drives loyalty
Success Effort Emotion
Likely to Recommend (Promoters)
8% 7% 6%
66% 67%
76%
LOW
Ratings
HIGH
Ratings

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What drives emotion?

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What drives emotion?
S mula on Iden fica on
Personal, internal
reac on to experience
How people view themselves within
the context of a larger group

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What drives emotion?
Sensory
Stimulation Identification

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What drives emotion?
Sensory Feeling
Stimulation Identification

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What drives emotion?
SocialSensory Feeling
Stimulation Identification

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Remember these guys?

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What drives emotion?
Social ValuesSensory Feeling
Stimulation Identification

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How do you design for emotion?

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How do you design for emotion?
1. Talk about emotion

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How do you design for emotion?
1. Talk about emotion
Ambivalent
Apprecia ve
Adoring
Agitated
Angry
Five A’s of Emo onal Response

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How do you design for emotion?
1. Talk about emotion
2. More qualitative research

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How do you design for emotion?
1. Talk about emotion
2. More qualitative research
3. Focus on customers’ journeys, not your interactions

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Customer Journey Thinking
TM

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Customer Journey Thinking
TM
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

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Don’t satisfy customers
Make them
FEELHAPPY!

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Bruce Temkin, CCXP
Customer Experience Transformist
& Managing Partner
Temkin Group
www.temkingroup.com
Twitter: @btemkin
Blog: THECXBlog.com
Customer Experience Matters®
INTENSIFYEMOTION.com
Thanks!

39. Q&A

40. Thank You!