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Guest Post: The Biggest Value Driver That is Not on Your Journey Map

ShepHyken

This week, we feature an article by Zhecho Dobrev, leading principal consultant at Beyond Philosophy and author of The Big Miss: How Organizations Overlook the Value of Emotions. He shares the value that customer emotions bring to a company. Where do customer relationships feature on those journey maps?

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Seizing the Digital Future in Customer Experience Transformation 

COPC

Customer-facing technologies encompass a range of AI-powered tools for direct customer interaction. Operational efficiency technologies extend to applications that provide real-time analytics, prompts, and AI-driven tools for insights and reporting. This method offers a more personalized and adaptable training experience.

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Uncovering the Secret to Predicting Customer Behavior

Beyond Philosophy

Many of these influences aren’t rational at all, nor are customers even aware of them at a conscious level. It’s like we always say in our Customer Experience Consultancy work: Over 50% of the Customer Experience is emotional. Predictive Analytics is a field exploring this idea in detail.

Analytics 278
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Be Warned: You Can’t Rely On Big Data!

Beyond Philosophy

I’ve been reading about Big Data’s foray into “Journey Analytics.” Journey analytics seeks to improve customer experience by collecting data at each point on a customer’s journey and mapping customers’ paths – whether they lead to a purchase or not. Exposed: How to Measure Your Customer’s Loyalty and CX.

Big data 284
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‘Top 50 Marketing Thought Leader’ Reveals Latest Trend

Beyond Philosophy

You therefore need to understand behavioral economics and how to make the most of Customer’s irrationality. When you have mastered this I then suggest you look into the whole area of predictive analytics and define how you can predict customer’s true behavior. Welcome to the new world of practical behavioral economics!

Marketing 218
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Why You Love Super Bowl Ads But Hate Shopping!

Beyond Philosophy

In my book, The DNA of Customer Experience: How Emotions Drive Value , I show how emotions can indeed be measured, and can lead to substantial gains. They like data and they think analytically. They are good at rational and logical analysis, but they aren’t comfortable with the more “squishy” quality of emotions.

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Is CSAT Dead? No. Should It Be? Yes, ASAP. Replacement, IMHO: Emotionally-Driven Value (EDV), PDQ

Beyond Philosophy

Maybe this is because ‘customer satisfaction’ is such a ubiquitous phrase that it’s thought to be a standard for understanding behavior and designing experiences. Maybe it’s just analytical complacency. Beyond Philosophy provide consulting, specialised research & training from our Global Headquarters in Tampa, Florida, USA.