Steven Walden

Customer Experience is Dead, Long-Live Co-Design

Adapted from the book: CEM Rebooted: are you an experience brand or an efficiency brand (Palgrave-McMillan, 2017) If there is one thing that summarizes what has happened to CX in the last 5 years, its the phone call I received a couple of weeks ago...

Add Emotion to Customer Experience by considering Well-Being

It’s not emotion that matters, but what it means No customer walks out of a store saying “that was a great 8.5 out of 10 experience.” And no customer obsessively measures each physical touchpoint of an experience to come up with an objective algorithm for...

‘Real’ Customer Experience

Customer experience has been with us for more than 20 years. Yet it is only recently that the term has exploded into business consciousness. Now it seems like there is a ‘customer experience conference’ being held every week in some part of the world. But...

Curing ills not pushing pills

It’s the Molecule, stupid! You produce ever better drugs; Drs buy those drugs; patients use those drugs, end of story. The battleground is to design better drugs and persuade your stakeholders to purchase them. Of course no-one can deny it IS the Molecule...

The Relationship Between Customer Experience Management and Sales

What is the relationship between CEM and sales? A lot has been said about loyalty but what about acquisition? Using Beyond Philosophy's emotion database, I took a subset of surveys with per person sales data (equivalent to £17million over 7 samples) and correlated spend...

Even a Shoelace Says Something About the Consumer

Shoelace A few months ago, I found myself buying a pair of shoelaces online. When I say 'found myself', I literally suddenly became aware of what I was doing. It was a shocking realisation; it had become too much trouble to visit the local shops...

Output NPS /CSAT is not the same as Input NPS/CSAT for ROI construction

NPS /CSAT NPS/CSAT attitudinal measures (I use the terms interchangeably) are all very well but companies make a fatal error when they confuse Output with Input in the design of their touchpoint metrics. Too many times I have seen companies try to apply an NPS/CSAT...

The Innovative Firm

In many of my blogs I have emphasised how current business practices are almost being designed to crush innovation. There is in short a severe deficit of Creative Equity in favour of Analytical Equity (see my blog, 'Manage your Creative Equity'). The reasons are not...

Future Desire Not Just Current Demand Drive Consumer Behaviour

Almost all companies have insight departments that statistically model the drivers and destroyers of consumer behaviour. Yet this predictive modelling is flawed as it assumes that what customers react to today in terms of their drivers to buy are the same as what they...

A Sentiment Analysis of Sentiment Analysis – some gobbledygook, some bright spots and a...

Sentiment analysis has been around for a while, so perhaps it's about time we looked at the sentiment towards sentiment analysis? I mean is this just a gimmick or is it really 'of value'. Negatives 1. The McDonalds effect If your product or service is…

The 10 Things Wrong with Quantitative Research: things your insights department and academics won’t...

It infuriates me the way organisations love their metrics. It's not that I am anti-measurement, it's more of a cultural thing; the way companies behave is similar to the farmer who constantly weighs a pig in the hope that the mere act of measurement...

New Customer Experience Research Tools – Measuring Customer Subconscious with Neural Network Analysis

Mention "Freud" and most academics still give a wry smile and members of the general public immediately feel uncomfortable and defensive, because Freud is synonymous with hidden desires and sex! What psychologists and lay people alike forget is that Freud's 'big idea' was that...

What is Customer Experience Management? Did Pine and Gilmore get it wrong?

Customer Experience Management (CEM) has a confusing profile with up to 14 different definitions logged by analyst firm Gartner. Faced with such confusion CEM is now in crisis with software vendors using the term 'as they see fit' to sell CRM services and...

The Three Must See Videos on Customer Experience Management

For the New Year we thought we'd give you access to some of the key videos we have found on Customer Experience Management. Number 1: The Piano Stairs and the Fun Principle This is a great Video that demonstrates the Fun Principle. If you have…

My Customer Experience New Year’s Resolution: Get a Social Media Strategy

What has Social Media ever done for business? Well quite a lot actually. For instance, a recent study by Convergys found that one bad Tweet can cost 30 customers. Here are some more facts and figures: Big Business is embracing social media in a big...

What Firm’s can learn from Freestyle Rapping and Jazz Improvisation

Freestyle Rapper In a TED talk (www.ted.com/talks/charles_limb_your_brain_on_improv.html) surgeon Charles Limb described how he used an fMRI scanner to test which areas of the brain 'lit-up' when Rappers and Jazz musicians improvised musical passages (being creative) vs. Just remembering a musical sequence. Interestingly, he found...

Customer Experience Power Maps: understanding what your employees really think of the Customer Experience

One of the most difficult issues to get to grips with in Customer Experience is employee culture. Yet without gaining an understanding of where the blockages are in your organisation towards customer centricity your initiatives could end before they even begin. So how do...

What’s your companies Emotion Score? Introducing Net Emotional Value (NEV) and its relationship to...

Over the past 7 years of analysing emotions, Beyond Philosophy has built up a wealth of experience on how to measure emotions and how to understand what drives emotion. However, there is no point in looking at emotion unless it drives value to your...

What is the one question Customer Experience Leaders would like answered?

Beyond Philosophy recently conducted a global survey on Customer Experience Management asking Heads and Directors of CE the question: 'what is the one question you would like answered about Customer Experience?' The results shown in figure 1 indicate the struggle leaders have with setting...

The Predictive Power of Emotions

A lot of companies talk about how important it is to emotionally engage customers, to make them 'feel loyal' not just 'act loyal'. But where is the empirical evidence that emotions really do make a difference? If we use KPIs like Customer Satisfaction and...

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