Empresas Exitosas: Psicología y Experiencia del consumidor

¿Quieres que tu empresa sea exitosa?

Pues conéctate con el Alma de la experiencia del consumidor, que no es otra cosa sino la Psicología Humanística aplicada a las interacciones Cliente-Producto, B2B, B2C.

No es nada diferente a la esencia humana contenida en cada interacción individual en diferentes niveles de conciencia y realidad desde las dimensiones físicas a las virtuales… desde el servicio al cliente y la gestión hasta la automatización de procesos, más un toque secreto: Empatía.

La Importancia de la empatía en los negocios y a la hora de generar ingresos:

Siempre insistiré en que esta es la clave para entender el Universo dentro de cada individuo y diseñar sistemas acordes a él. Se trata de traducir las emociones y sentimientos de nuestros clientes en productos y servicios para satisfacer sus deseos, el impulso de sus necesidades.

“Un cambio de perspectiva hace que las partículas de tu universo bailen ante nuevas posibilidades”. ~Annie Kagan

Las ideas colectivas, los patrones, los deseos, las tendencias son los registros akáshicos del mundo del comportamiento del consumidor, recordemos que las teorías que explican el comportamiento humano, los patrones de consumo y los campos de datos son solo réplicas de una estructura vital única, solo necesitamos ojos para ver y mentes para comprender y ser lo suficientemente inteligentes para aplicar en nuestro campo o profesión.

De 3D a 5D en la Psicología del consumidor:

Entonces, trascendimos de las experiencias de separación 3D a 4D Despertándonos en nuevas realidades y tendencias , transitamos ahora en el camino hacia a 5D : Interacciones Unificadas, mejorando la forma en que tratamos con corporaciones, negocios y personas y llamamos al proceso diferentes nombres cada vez, lo llamamos servicio, deleite, atención al cliente, satisfacción, orientado al cliente , psicología del marketing, etc., luego preparamos una teoría completa, la ofrecemos y la compramos cada vez como un enfoque totalmente nuevo y brillante…  La esencia sigue siendo la misma, el deseo del consumidor, sus gustos, las emociones que le llevan a comprar, los motivos, los sueños y miles de conexiones hacia su sistema cognitivo y emocional que sabiamente manejado y entendido por las organizaciones o empresas los llevara a un éxito total en fidelidad y finanzas.

En palabras simples: Conéctate, seas recepcionista o CEO, intercambia ideas y energía con clientes regulares y potenciales , tócales el corazón y el Alma y mira tu negocio o empresa siempre permanecer y surgir.

“Los pájaros nacidos en una jaula piensan que volar es una enfermedad”. ~Alejandro Jodorowski

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The Soul of Customer Experience: 5D Interactions

The Soul of customer experience is nothing different but the human essence contained in every single interaction at different levels of consciousness and reality from physical to virtual dimensions. From customer service and management to automation of processes plus a secret touch to it: Empathy= Connectivity-unification.


Empathy, i will always insist about this being the key to understand the Universe within each individual and design systems according to it. Its about translating the emotions and feelings of our customers into products and services to match their desires, the momentum of their needs and modify according to ours.

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“A shift in perspective makes the particles in your universe dance to new possibilities.” ~ Annie Kagan

The collective ideas , patterns, desires , trends are the Akashic records of the consumer behavior world, let us remember that theories explaining the human behavior , consumption patterns and data fields are just replicas of a unique vital structure, we just need eyes to see and minds to understand and to be enough smart apply into our field or profession.

So,  we transcended from the 3D separateness  experiences  to 4D Awakening to 5D Unified Interactions upgrading the way we deal with corporations, businesses and people and call the process different names each time,  we call it service, delight, customer care, satisfaction, customer oriented, marketing psychology and so on , then we prepare a full theory , offer it  and buy it each time as a totally new and brilliant  approach…


And this Time is Customer Experience in 5D.

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Traditional Systems and business People will tell me that i am delusional and my proposal is ridiculous but i have the perfect answer to it: “Birds born in a cage think flying is an illness.” ~ Alejandro Jodorowski



Psychology of Customer Experience :

by Luz Betty

CX  is taking over and recently does it here in UAE in this society so demanding and eager for innovation, excellence and quality, it has been opening  the way through the business world in MENA region,  and UAE big companies won’t be the exception, but, For a real establishment of such important work, there must first be a greater understanding of what CX means, plus an evolution of customer service and hospitality that is currently being delivered by all companies in the world.

Cx in my humble opinion is the total humanization of customer service, but is not only about customers, it is about employees, is to approach individuals and consumers from their «emotional self», establishing connections that go beyond simple coo working, management and customer delight, understanding their motivations, their vital interactions and translating them into strategies for the promotion, profit and benefit of our companies regardless of the size, purpose or business model.

To CX applies very well the hermetic principle that says: “As above, so below, as within, so without, as the universe, so the soul…”Hermes Trismegistus

Depending on how our employees are treated so will be the experiences of our customers and vice versa, if the organizational culture within the company is positive all our customers will receive the same energy. Vibes don’t lie…   Obviously there are exceptions to the rule due to war of egos, powers, and other symptoms of -cultural unrest- leading to uncomfortable situations with customer service representatives. So I recommend that all consumer experience experts study human behavior, and our CS representatives have a high tolerance to frustration.

A person, a client, a case study,undefined

That person,  client or consumer with whom we speak, we interview and assist daily, is a human being that can be easily decoded, read, and understood through quantitative and qualitative tools that can be used as a master key to their experiences and allow us to anticipate to their moves, ideas, wishes and needs as well as to create such a deep link with our products and institutions that the customer have no choice but to continue and advocate for our brand and services, but to get to this we have to work in synergy within the organization a single link in the chain loose … and the organizational culture is lost therefore social trust , respect and loyalty from employees and clients.

My mentor asked me to write about CX once, last year to be more exact,  and gave me so many documents, information and tasks that honestly I have lost count,…but I can’t deny that I have enjoyed every single one…On this occasion Im writing based on 17 years of multiple interactions as a Psychologist and as a woman, with 10 years in the Middle East sailing the dunes of an extremely changing, diverse and multicultural society, and more recently dedicated and focused on CX part time in the fitness industry where I got the chance to talk and listen to thousands of people , survey some hundreds and track some dozen of journeys. A place where the existential motivators of our clients are as variants as the weather, their expectations are changing on daily basis and their lives direction make them arrive at our Port at different points of existence with dozens of expectations, emotions, feelings, needs and ideas as many as individuals join us looking forward to use our services and change their lives..

For us as CX representatives or Managers we must be lighthouses guiding their journey, sometimes god-parenting them, mentoring and supporting them on new beginnings,  being a psychiatrist on duty sometimes…    we become life strategists, advisors, new best friends or worst enemies  and so many other roles playing on daily basis, and this…this is precisely the ultimate reason why Customer Experience must be implemented and  should be promoted not only with our consumers but with our colleagues and managers, seeking the consistency of the department in and out the organization.

 I have learned and confirmed that Regardless of the company’s size, consolidating processes focused on our clients and their experiences are essential to the business and that we must always be Obsessed with excellence, Integrity and Organizational Culture.

Unity Vs Diversity: Multiculturalism

UAE is a country with infinite ranges of cultures and traditions, racial mixtures, intercultural unions and at the same time a nation under a faith and laws that are to be respected and followed and become the basis for those who come to this part of the world to work or start a family.

Each of our clients and potential ones are totally different, is a totally different world from one individual to another, obviously, and as clients theycreate and have their own expectations and ideas about our services, as CX representative I had to adapt and rethink my way of approaching each of them and breaking the ice and Emotional blockages that could affect our study, research and results, sitting with them become a pilgrimage to different lands in 8, 9, 10..hours of work….in the end,, is a journey that I really enjoy.

The moving dunes: Big Changes in short distances

Ways and manners vary from area to area, city to city, person to person…language and attitude must be adapted.  Assertiveness, congruence, image, tone of voice, the way we look at them and personal energy can build bridges or tear down the house. I learned a lot with the daily interactions during surveys and interviews, sometimes spontaneous conversations somewhere, but never in the same place or with privacy or conducted in an isolated area,  I had to be much more aware of what I was doing and talking, used smart body language and expressions,  , so that whoever saw that scenario as well as the receiver in front of me would perceive a positive or neutral vibe and get a concrete message with no gap for misinterpretation.

With all my experience dealing with people individuals and groups I can’t tell my Team and I are always victorious, some things go down badly, with rejection, mistreatment, manipulative speech etc…and other times it goes peacefully and lovely with a perfect experience to all parties involved, addressing clients and managing conflicting persons is not easy, but that’s the life and this is the human nature, changing like a dune in the desert.

All feedbacks are important….not all are valid but necessary to the final master piece

Every single person has something to say in this part of the world, and is natural to want attention and to feel we are somehow special and deserve a unique treatment.

Having hundred of valuable feedbacks positive and negative and some thousands that are less significant can provide loads of important information, is like a puzzle and all parts are required for the whole master piece.

I don’t disregard or discard the opinion of any of our clients or external contacts and as a CX coordinator I must assist and genuinely provide support as much as I can always, within the frame of Company’s Rules and policies that are not always to be liked by customers or employees but there must be someone to ensure they are being followed and implemented so we can create a perfect and controllable experience when required. Being soft and strong (wisely balanced) is the key.

Developing the ability to be soft and strong is truly an art. It is a gift, a talent, and a superpower. However, it takes a little longer for others to accept and understand because it is so different. People have a hard time comprehending that someone can be two seemingly opposite things at the same time. As humans, we are inclined to place people in either one category or another. https://medium.com/@hollykellums/the-art-of-being-soft-and-strong-

Patterns and Paths:

Universal patterns are everywhere, and everything has been created with number, measure and weight, that give us the opportunity to find patterns and similarities in the behaviors and opinions of our customers and everyone around us.

Obvious things can be seen by us during the time of the mystery shopper, but what really maintains consumer loyalty is hidden behind the obvious, analyzing those patterns I have found the answer to my CX research.

Customer Journey Piers

Each potential client-consumer arrives at a different point of their emotional journey but all of them must check in on a common point before joining the company or becoming a client.

And this is where we get to put them on track, retain them and make them loyal users for good or for bad, all depends of the business model of the organization and their priorities.

To make this a massive and productive commercial Pier the whole company have to speak CX and everyone must be aware of the Customer Journey and being familiar with consumer behavior,  a single person or independent department can’t make it on their own, all departments within the organization are necessary and important to the Customer Experience process.


About Social Business…

Social Business is more than a simple concept or revolutionary action from a man or society, is a necessary tool, strategy and society requirement for a proper way of living.

In a world with a very notorious imbalance in Life quality: human rights and humanity good ideas followed by brave actions are required, Mohammed Yunus brought to his land and the rest of the world a basic way of cooperativism, social living and community development, with his third book the Professor Yunus speaks specifically about social business, its implementation, and its maintenance.

Muhammad Yunus, the practical visionary who pioneered microcredit and, with his Grameen Bank, won the 2006 Nobel Peace Prize, has developed a visionary new dimension for capitalism which he calls “social business.” By harnessing the energy of profit-making to the objective of fulfilling human needs, social business creates self-supporting, viable commercial enterprises that generate economic growth even as they produce goods and services that make the world a better place. In this book, Yunus shows how social business has gone from being a theory to an inspiring practice, adopted by leading corporations, entrepreneurs, and social activists across Asia, South America, Europe and the US.

He demonstrates how social business transforms lives; offers practical guidance for those who want to create social businesses of their own; explains how public and corporate policies must adapt to make room for the social business model; and shows why social business holds the potential to redeem the failed promise of free-market enterprise.

Now a days in the Middle east..

During my living time in the Middle East I realized that majority of the companies are based on social business structure and the benefits of the profits are going equally and directly to the local or native people, specifically in UAE, Since I arrived to this land I can see societies and cooperatives everywhere, and actually is the way the Emirates governors are working: United in Pro of their people and providing jobs and opportunities for all kind of emigrants. From the Indian and Philippine community there a popular saying:“sharing is caring” and that’s what they do in a minor scale..…well, for a person like me the concept and the picture wasn’t clear, even I have studied in a University stablished with this kind of concepts, is just that…im now aware that most of the concepts I have learned are being applied to their own society and with Islamic rules that maintain the equality, right and honesty in all levels…sadly in my home land it doesn’t work like this…

I remember the bank of the poor in my country and the projects to support the small business and social development programs that I had part in since 2013, but, majority of them failed to continue and to maintain due to the politic interests and bureaucracy.


Any way here’s some of the most common frameworks that are successful in social business in our modern world:

  • Cross-Compensation – One group of customers pays for the service. Profits from this group are used to subsidize the service for another, underserved group.
  • Fee for Service – Beneficiaries pay directly for the good or services provided by the social enterprise.
  • Employment and skills training – The core purpose is to provide living wages, skills development, and job training to the beneficiaries: the employees.
  • Market Intermediary – The social enterprise acts as an intermediary, or distributor, to an expanded market.  The beneficiaries are the suppliers of the product and/or service that is being distributed to an international market.
  • Market Connector – The social enterprise facilitates trade relationships between beneficiaries and new markets.
  • Independent Support – The social enterprise delivers a product or service to an external market that is separate from the beneficiary and social impact generated. Funds are used to support social programs to the beneficiary.
  • Cooperative – A for profit or nonprofit business that is owned by its members who also use its services, providing virtually any type of goods or services.

And from the Grameen Bank Experience:

Seven principles of social business.

1) The business objective is to overcome poverty, or one or more problems (such as education, health, technology access, and environment) that threaten people and society- not to maximize profit.

 2) The company will attain financial and economic sustainability.

3) Investors get back only their investment amount. No dividend is given beyond the return of the original investment.

 4) When the investment amount is paid back, profit stays with the company for expansion and improvement.

5) The company will be environmentally conscious.

 6) The workforce gets market wage with better-than-standard working conditions.

7) Do it with joy (Yunus 2010, p.3). These seven principles are the core of social business, but the most profound principle is principle number seven, do it with joy. Often time’s business is not associated with joy, but social business is all about joy. Yunus (2010) states, once you get involved with it you continue to discover the unlimited joy in doing it.

 Like Yunus, O’Hara-Devereaux had a set of eight principles for a social entrepreneur;

1) Scan, Scout, Steer.

2) Act with integrity.

 3) Seek collision.

 4) Learn Rapidly.

 5) Engage cultures.

6) Innovate radically.

 7) Make decisions fast.

8) Execute with discipline. Yunus (2010) says a social business must be at least as well managed as any for profit-maximizing business.

More about the Author

Dr. Yunus is one of the founding members of Global Elders, a group of public figures noted as elder statesmen, peace activists, and human rights advocates whose goal is to solve global problems by using «almost 1,000 years of collective experience» to work on solutions for seemingly insurmountable problems like climate change, HIV/AIDS, and poverty, and «use their political independence to help resolve some of the world’s most intractable conflicts.»

Building Social Business consists of case studies, anecdotes, and solid advice from Professor Yunus himself. This ‘Social Business Manual’ is a must read for anyone who wants to use his or her creativity to make a positive impact in their neighborhood, town, country, and world

Social business is an innovative business model which promotes the idea of doing business in order to address a social problem, and not to maximize profit. As the title suggests, this complement to traditional capitalism truly can serve humanity’s most pressing needs, especially poverty. Each and every social business creates employment, good working conditions, and of course, addresses a specific social ill such as lack of education, healthcare, and good nutrition.

What is a social business?

In simple terms, a social business is a non-loss, Non-dividend Company dedicated entirely to achieve a social goal. In social business, the investor gets his investment money back over time, but never receives dividend beyond that amount. The Grameen Bank is a prime example of social business, with the Grameen borrowers themselves being its shareholders!

In the capitalist system, two extreme types of corporate bodies can be distinguished. On the one hand, companies can be seen as profit-maximizing businesses, whose purpose is to create shareholder value. On the other, non-profit organizations exist to fulfill social objectives.

How a social business borrows from both these entities? it has to cover its full costs from its operations, and its owners are entitled to recover their invested money, but it is more cause than profit-driven. Its position in the lower right quadrant shows that it has both the potential to act as a change agent for the world, and sufficient business-like characteristics to ensure it survives to do so in organizational structure, this new form of business is basically the same as profit-maximizing businesses: it is not a charity, but a business in every sense. The managerial mindset must be the same as in a business: when you are running a social business, you think and work differently than if you were running a charity, even though your objective is different from a profit-maximizing company. At the same time as trying to achieve their social objective, social businesses need to recover their full costs so they can be self-sustainable. Their owners never intend to make profits for themselves (there are no dividends), but they are entitled to get their money back if they wish. Rather than being passed on to investors, surpluses generated by the social business are reinvested

Other editions

What did this financier from a small, impoverished country do to deserve the world’s most prestigious award in 2006? He invented microcredit, the practice of lending tiny amounts of money to the poor. It was a revolutionary idea. Until then, bankers figured that such borrowers were worthy of neither credit nor trust. Along came Dr. Yunus, who demonstrated that lending to the needy could be a profitable business and transform their lives. Indeed, many of Grameen’s clients used these small sums to start small businesses and to escape the clutches of poverty. he calls for creation of an alternative economy of businesses devoted to helping the underprivileged.

The way he envisions it, these companies would be run as efficiently as the for-profit variety. Unlike charities, they would make enough money to be self-sustaining. However, they would invest leftover money in expanding their humanitarian efforts rather than paying dividends to shareholders.

People “will be delighted to create businesses for selfless purposes,” Dr. Yunus predicts. “The only thing we’ll have to do is to free them from the mind-set that puts profit-making at the heart of every business, an idea that we imposed on them through our flawed economic theory.”

He even foresees the day when social businesses will be public companies whose shares are traded on their own stock market. This, he believes, will help pave the way for the elimination of poverty in our lifetimes.

“Over the years, Dr. Yunus has been embraced by rock stars like Bono and Peter Gabriel, and last year was recipient of the Presidential Medal of Freedom from President Obama. He has also been honored by major corporations eager to have their brands associated with the anti-poverty work of Grameen, which shared the Nobel with its charismatic founder”.2

In many ways, “Building Social Business” is best appreciated as a sequel to Dr. Yunus’s 2007 book, “Creating a World Without Poverty: Social Business and the Future of Capitalism,” in which he first presented his theory of a new economy. The difference is that the author now declares that social business is no longer a dream. Three years later, Grameen has created social business ventures with corporations including Intel, Adidas, BASF and Danone, maker of Dannon yogurt.

Review by Library Journal Review

Yunus (Creating a World Without Poverty) uses the selfish/selfless dichotomy of human nature to explain the fundamental difference between his concept of for-profit business vs. the social business. While the former seeks to maximize profit for the benefit of the owners, the latter aims to pursue social objectives for the benefit of poor customers and employees. Likewise, the social business differs from a traditional nonprofit because, like a for-profit business, it is self-sustaining through its sale of goods and services. Yunus developed the social business concept during the crushing 1974 Bangladesh famine. Local villagers, seeking aid for their entrepreneurial endeavors, found themselves virtually enslaved to moneylenders. By repaying the loans owed by these 42 enterprising souls, Yunus stumbled on the concept of microcredit. VERDICT Yunus engagingly profiles international social businesses, whether launched by multinational corporations or conceived by ordinary people with a vision to solve social problems. He offers practical advice for starting your own social businesses: from idea generation to the nuts and bolts of launching and running the concern. His impassioned dream of a different version of capitalistic endeavor is as inspirational as it is practical.-Carol J. Elsen, Univ. of Wisconsin-Whitewater (1).

(1) Copyright Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

“In just a few short years, social business has developed from a mere idea to a living, rapidly growing, reality,” Dr. Yunus says. “It is already bringing improvements into the lives of many people and is now on the verge of exploding into one of the world’s most important social and economic trends.”2

That’s easy for a Nobel laureate to say. He has so many big corporations calling him about creating social businesses that he can name the terms. It’s hard to imagine any neophyte social entrepreneur being so lucky.

It’s hard to fault Dr. Yunus’ intentions and his optimism. Those things have already taken him awfully far. But it’s a bit premature for him to assert that his social business movement is on the verge of reshaping the world economy.

He has a lot more work to do first. Then again, he probably encountered a bit of skepticism when he first floated the idea for microcredit, too.(2)

(2) A version of this article appears in print on May 2, 2010, on page BU7 of the New York edition with the headline: Microcredit? To Him, It’s Only a Start.

“In a disaster situation, most of us without hesitation take up the social roles demanded by human compassion (Yunus, 2010, p.vii). In 1974 the famine that hit Bangladesh created poverty all around and was the catalyst that pushed Muhammad Yunus out of the academic world and into social activist. A social business is outside the profit-seeking world. Its goal is to solve a social problem by using business methods, including the creation and sale of products or services (Yunus, 2010, p1).

What is takes?

Dr. Yunus (2010) states that we can create a poverty free world if we redesign our system to take out its gross flaws, which create poverty. All it takes to get the poor people out of poverty is for us to create an enabling environment for them. Once the poor can unleash their energy and creativity, poverty will disappear very quickly (Yunus, 2010, p.xiv Social entrepreneurs solve problems selflessly without regard to profit. In comparison to Bornstein book Danone had a social impact and created jobs for the poor teaching them to become self-reliant. If profit was made from the sale of their products they put the money back into the organization. Bornstein (2004) states that the hallmark of social entrepreneurs is that they are realistic about human behavior. They spend a great deal of time thinking about how to get their clients actually to use their products. key concepts described by O’Hara-Devereaux in “Navigating the Badlands” would be useful for someone starting a social business.


 Web sources:

Muhammad Yunus, Bertrand Moingeon andLaurence Lehmann-Ortega 2010, Building Social BusinessModels: Lessons from theGrameen Experience

More Details…Building Social Business: The New Kind of Capitalism That Serves Humanity’s Most Pressing Needs, Published May 11th 2010 by PublicAffairs (first published 2008)

David Bornstein; How to Change the World, 2007
O’Hara-Devereaux, Navigating the Badlands, 2004
Muhammad Yunus, Building Social Business, 2010

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