The Big Miss! - How Organizations Overlook the Value of Emotions

What did you do during the lockdown? Did you take up a hobby or a new exercise program? Did you watch hours of news coverage hoping for some good news? Were you in the kitchen working with your sourdough starter? Or were you on the couch watching the entirety of Netflix?

 

All were excellent pursuits, by the way, especially the bread making. However, one of my team was spending the lock down a different way: taking a deeper dive on the data we have collected on our Emotional Signature® research.  What he found there became a book. 

 

Our Emotional Signature research measures the level of emotional engagement you have with customers right now and determines what the really want from you. We undertake this exercise by asking a lot of questions. As a result, we have loads of responses, nearly a million in fact. 

 

We had looked at it for each project, gleaning the insight for our client and then filing it away for posterity. However, we had never undertaken a perusal of the whole batch together, even though I thought we should and often told my team we were sitting on a gold mine. It only took a global pandemic to get us to start digging.

 

In this episode, we talk with Zhecho Dobrev, Senior Consultant at Beyond Philosophy for 13 years, Customer Experience and Behavior Science Consultant and Trainer, and, now, Author of The Big Miss: How Organizations Overlook the Value of Emotions, about what he found and whether any of it was worth its weight in gold. You can follow Zhecho on Twitter here. 

 

Key Ideas to Improve your Customer Experience

 

 

In many ways, this research is significant in scope and fairly international. Dobrev's book uses the responses from nearly 20,000 customers from 24 organizations within nine industry sectors, including  healthcare, finance, telecoms, utilities, and others. While there were plenty of business-to-consumer models, almost half were business-to-business companies, too. Respondents were from the US, UK, Canada, and Europe. With all the resources and data gathered over the past two decades, what Dobrev discovered about customer behavior might surprise you. 

 

Here are a few key moments in the discussion:

 

• 03:53  Zhecho explains what he was looking at and what he was looking for during his lockdown with a decade’s worth of Beyond Philosophy Emotional Signature data.  
• 08:15  Zhecho shares some interesting research that demonstrates that despite knowing that how customers feel affects decision-making, most organizations ignore it.   
• 15:36  We get into the opportunity costs associated with ignoring this essential part of the customer experience to organizations, including the development of a Wicked Learning environment, which we discussed a few weeks back.    
• 20:19  We hear a story of how a closer look at what people really want helped move the ball for the YMCA gyms.   
• 23:56  Zhecho shares another example from a luxury store in California that measured the brain activity of an employee while managing the emotional experience and how it resulted in more sales for the store.
• 27:51  Ryan shares his experience with managing emotions and shares his advice for how to apply this in a real world experience. 
• 28:56  Zhecho shares his advice for how to apply these ideas in practical ways for your organization.     

 

 

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Customer Experience Information & Resources

 

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 290,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy as one of the best management consultancies for the last four years in a row. Follow Colin on LinkedIn and Twitter.

 

Click here to learn more about Professor Ryan Hamilton of Emory University. 

 

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 35,000 subscribers. 

 

 

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