Tag Archives: unconscious mind

How to Build an Experience Management Core Competency

Photo by paul bica

“People will forget what you said. They will forget what you did, but they will never forget how you made them feel.” – Maya Angelou, American author and poet

Are you building a true experience management core competency within your organization? According to Lou Carbone, Founder & Chief Experience Officer, Experience Engineering Inc., and author of Clued In: How to Keep Customers Coming Back Again and Again, there is “a whole lot of discussion . . . without a lot of deep understanding.”

Embracing experience management is a cultural adoption – it’s not about improving legacy business frameworks, tools or models. Many organizations are focused on process improvement instead of on creating true experience management systems or fully leveraging the opportunity to transform the value they create for customers, employees and other stakeholders.

According to Lou, to create a true experience management core competency within your organization, you must focus on these five absolutes of experience management:

  • Move from “make and sell” to “sense and respond:” Change your organization-driven perspective to an experience-driven perspctive (customer-oriented). Sense what customers don’t even know and build on those responses.
  • Think customer back (emotional/rational bond): Focus on the customer perspective first. Be a “firm of endearment,” a company that if it went away tomorrow, customers would mourn the loss. Examples include Apple, Starbucks, Amazon, Costco, and Google.
  • Understand and leverage role of the unconscious mind: Focus on “how” customers think instead of on “what” customers think. Understand and act upon the premise that “the tangible attributes of a product or service have far less influence on consumer preference than the sub-conscious sensory and emotional elements derived from the total experience.” – Dr. Gerald Zaltman, Professor Emeritus, Harvard Business School, Laboratory of the Consumer Mind
  • Become clue conscious: Clue in to how people feel and think as they have the experience, which also includes what they see, hear, smell and taste.
  • Develop rigorous systems to develop and manage clues: Design your systems around how functional (functionality of good or service), mechanic (sights, smells, textures, sounds) and humanic (choice of words, tone of voice, body language) clues are coming together to create the desired effect. Focus on the moments that matter within customers’ perception, interaction and recollection of experiences.

Managing your customers’ experiences and emotions is what helps you create the emotional connection you need to keep customers coming back again and again.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Cracking the Non-Conscious Code a Virtual Reality

Researchers Apply VR to Help Unlock the Unconscious in Consumer Decision Making

By Marc Dresner, IIR

Say you’re in a warehouse on a platform suspended 60 feet above a cold,
hard concrete floor.

A ‘friend’ dares you to traverse a narrow catwalk’no railings’to
the other side of the warehouse.

Are you up to the challenge?

I’m not generally afraid of heights, but I don’t have a
deathwish, either.

But what if you knew
that this was all an illusion’albeit a very realistic one’and that you were actually
in an office with your feet planted firmly on plush carpeting?

You’d take the dare, then, right?

Perhaps not.

According to Leiberman Research Worldwide CEO Dave Sachman,
that first step is still a doozy.
Dave Sachman
That’s because virtual reality (VR) technology today can
create simulations that feel so authentic that subjects have difficulty overriding
their intrinsic impulses with logic and reason.

Ergo, Sachman says when he first put on virtual reality
goggles to tackle ‘the pit’ exercise he froze.

‘It allowed me
to understand how smart people’no matter how well they know the situation and
no matter how hard they try’they can’t stop their non-conscious from taking
over their mind,’ Sachman said.

The experience led Sachman to
the intriguing notion that this technology might be thus applied by consumer
researchers to get at that unconscious real estate in our heads purportedly responsible
for the lion’s share of decisions.
Indeed, applying virtual
reality’LRW has trademarked ‘Applied VR”in pursuit of the Holy Grail of
insights is precisely what Sachman, his colleagues and their partners at the
Pragmatic Brain Science Institute (co-founded by Sachman) have been working on.

In this interview with The
Research Insighter podcast series, Sachman discusses what they’ve been up to,
how it works and why VR is not just another shiny new toy for researchers to
play with.

Editor’s note: Experience ‘The Pit’ for yourself in LRW’s virtual reality lab at The Market Research Event 2013 taking place October 21-23 in Nashville, TN.
For information or to register, please visit TheMarketResearchEvent.com.

Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.