“From the brain and the brain alone arise our pleasures, joys, laughter, and jests, as well as our sorrows, pains, griefs, and tears.” – Hippocrates
Contents Original Pepsi Challenge Brain Scan Result Inner Working of Human Brain Secret from customer’s brain Pepsi Challenge with fMRI
Original Pepsi Challenge Original “Pepsi Challenge” commercials in the 1970s blind taste tests People prefer Pepsi to Coke
Pepsi Challenge with fMRI Read Montague, recreate Original Pepsi challenge Told people the sample brand- Coke or Pepsi Use fMRI to scan tester’s brain People prefer Coke to Pepsi
functional magnetic resonance imaging machine (fMRI) An fMRI machine measures the flow of oxygenated blood to various parts of the brain on the assumption that greater activity in a particular brain area increases the need for oxygen in that area. The areas with enhanced blood flow are often described as “lighting up.”
functional magnetic resonance imaging machine (fMRI)
Human Brain ventralputamen a region thought to process feeling of reward ( สวนที่เกี่ยวข้องกับความรู้สึกพอใจ ) medialprefrontalcortex an area believed to be involved in higher- level thinking ( เป็นบริเวณที่เชื่อว่ามีส่วนเกี่ยวข้องใน การทำหน้าที่เกี่ยวกับอารมณ์และการตัดสินใจในระดับที่ สูงขึ้น ) The brain region typically implicated in emotional processing มีความสำคัญในการควบคุม พฤติกรรมและอารมณ์ และการตัดสินใจในภาวะฉุกเฉิน รวมถึงการแสดงออกของพฤติกรรมทางอารมณ์ให้ เหมาะสมกับสังคม LimbicSystem
Brain Scan Result Blind Taste Test - The activity in ventral putamen was five times greater for Pepsi. - Show people prefer the taste of Pepsi to Coke Pepsi challenge by Montague Told Sample Brand -Show enhanced activity in the medial prefrontal cortex. - Almost all Tester claimed to prefer Coke
Research’s conclusion These research was a neural evidence for the profound effect of branding on consumer perceptions.
WHERE IN THE BRAIN? THE NEUROANATOMY OF CUSTOMER ENGAGEMENT So imagine that you could peek inside the heads of your customers as they think about your company or your products, services, or brands. What would you see? Would the brain activity of customers with a strong emotional connection to your company vary from that of customers who are indifferent? Would strongly connected customers’ brains light up in different ways from customers who were not connected?
Montague, used fMRI to examine real-time brain activity in customers of a Japanese luxury retailer, referred to here as Luxury Retailer 1 Participants were asked to evaluate the retailer and their main bank (the institution where they conduct the majority of their banking) using Gallup’s CE metric WHERE IN THE BRAIN? THE NEUROANATOMY OF CUSTOMER ENGAGEMENT
3 Groups of participants 1 Highly Engaged 2 Moderately engaged 3 Disengaged 4 participants7 participants5 participants Identified and recruited three different groups to participate in the fMRI scanning portion of the research based on how engaged they were with the luxury retailer
Gallup's new 11-question metric of "customer engagement" (CE11) L3 + A8 = CE11: QUESTIONS THAT GET AT THE HEART OF CUSTOMER LOYALTY. The L assesses the more rational dimension of the customer experience The A addresses the emotional dimension L3 Overall, how satisfied are you with [brand]? How likely are you to continue to choose/repurchase [brand]? How likely are you to recommend [brand] to a friend/associate?
Gallup's new 11-question metric of "customer engagement" (CE11) A8 CONFIDENCE [Brand] is a name I can always trust. [Brand] always delivers on what they promise. INTEGRITY [Brand] always treats me fairly. If a problem arises, I can always count on [brand] to reach a fair and satisfactory resolution. PRIDE I feel proud to be a [brand] customer. [Brand] always treats me with respect. PASSION [Brand] is the perfect company for people like me. I can't imagine a world without [brand].
Research Result The brain activity of customers with a strong emotional connection to your company, customers who are highly engaged and the subset of those customers who are strongly passionate about the company engage a specific set of brain regions associated with emotional processing and storing emotional memories, as well as areas related to facial recognition and facial memory. This provides strong evidence that the emotional centers of the brain – as evidenced by neural activity – play a crucial role in building and sustaining customer engagement.
In an ideal world All our organizational vital signs – as measured by the performance metrics we deploy How do your company’s performance metrics measure up? Do they assess the things that actually matter? How well is your company engaging your customers’ emotions and lighting up their brains?