{"id":113,"date":"2014-09-11T14:01:07","date_gmt":"2014-09-11T18:01:07","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?page_id=113"},"modified":"2023-10-20T17:12:17","modified_gmt":"2023-10-20T21:12:17","slug":"rational-experience","status":"publish","type":"page","link":"https:\/\/beyondphilosophy.com\/customer-experience\/rational-experience\/","title":{"rendered":"Rational Experience"},"content":{"rendered":"

[et_pb_section fb_built=”1″ disabled_on=”on|off|off” _builder_version=”4.19.0″ _module_preset=”default” width=”100%” max_width=”100%” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” da_disable_devices=”off|off|off” saved_tabs=”all” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.0″ _module_preset=”default” width=”100%” max_width=”100%” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2023\/03\/Banner-header-1.jpg” title_text=”Banner-header-1″ _builder_version=”4.19.0″ _module_preset=”default” width=”100%” max_width=”100%” custom_margin=”-81px||-120px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.19.0″ _module_preset=”default” text_font=”Red Hat Text|700|||||||” text_text_color=”#FFFFFF” text_font_size=”55px” text_line_height=”1.3em” header_font=”Red Hat Text|700|||||||” header_font_size=”55px” header_line_height=”1.2em” background_enable_image=”off” min_height=”62.6px” custom_margin=”-160px|||100px|false|false” text_text_shadow_style=”preset1″ header_text_shadow_style=”preset1″ global_colors_info=”{}”]<\/p>\n

Rational Experience<\/span><\/strong><\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.0″ _module_preset=”default” width=”100%” max_width=”100%” custom_margin=”28px||||false|false” custom_padding=”0px||||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_column type=”4_4″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][lwp_divi_breadcrumbs font_icon=”5||divi||400″ link_color=”#FFFFFF” separator_color=”#f6a01d” current_text_color=”#f6a01d” _builder_version=”4.19.0″ _module_preset=”default” module_font=”Red Hat Text|300|||||||” module_font_size=”15px” background_color=”#000000″ custom_margin=”0px||||false|false” custom_padding=”0px|||10%|false|false” global_colors_info=”{}”][\/lwp_divi_breadcrumbs][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|on|on” admin_label=”mobile header” _builder_version=”4.19.0″ _module_preset=”default” background_color=”#501b5f” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.0″ _module_preset=”default” background_color=”#501b5f” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.0″ _dynamic_attributes=”content” _module_preset=”default” text_font=”Red Hat Text|600|||||||” text_text_color=”#FFFFFF” text_font_size=”39px” text_line_height=”1.3em” header_font=”Red Hat Text|600|||||||” header_text_align=”left” header_text_color=”#FFFFFF” header_font_size=”32px” background_color=”#501b5f” custom_margin=”||||false|false” custom_padding=”32px||32px||false|false” text_text_shadow_style=”preset1″ header_text_shadow_style=”preset1″ global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IiIsImFmdGVyIjoiIn19@[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.0″ _module_preset=”default” width=”100%” max_width=”100%” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][lwp_divi_breadcrumbs font_icon=”5||divi||400″ link_color=”#FFFFFF” separator_color=”#f6a01d” current_text_color=”#f6a01d” _builder_version=”4.19.0″ _module_preset=”default” module_font=”Red Hat Text|300|||||||” module_font_size=”15px” background_color=”#000000″ custom_margin=”0px||||false|false” custom_padding=”0px|||10%|false|false” global_colors_info=”{}”][\/lwp_divi_breadcrumbs][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.0″ custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”||48px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

WHAT IS RATIONAL EXPERIENCE?<\/h3>\n

Understanding the True Definition of Rational Experience<\/b><\/p>\n

Rational experience is what accounts for half the typical customer experience<\/a>, the rest is emotional. Most organizations focus solely on the rational experience, things like delivery times, how quickly calls are answered in a call center and how easy it is to deal with the organization.While these are important factors in a customer experience, they only comprise part of the customer experience.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.0″ _module_preset=”default” background_color=”#333034″ custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.19.0″ _module_preset=”default” background_color=”#333034″ custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/09\/Four-Ps.png” title_text=”Four P’s” show_bottom_space=”off” align=”center” _builder_version=”4.19.0″ _module_preset=”default” module_alignment=”right” custom_margin=”||||false|false” custom_padding=”||||false|false” border_width_all=”10px” border_color_all=”#333034″ global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.0″ _module_preset=”default” background_color=”#333034″ custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”]<\/p>\n

 <\/p>\n

IN 1953, NEIL BORDEN FIRST USED THE TERM \u201cMARKETING MIX\u201d IN REFERENCE TO WHAT ARE NOW RECOGNIZED AS THE FOUR P\u2019S OF MARKETING.<\/strong><\/span><\/p>\n

SINCE THE 60\u2019S THE FOUR P\u2019S HAVE DOMINATED CUSTOMER LOYALTY<\/a> RESEARCH, BUT IN THE 90\u2019S AND BEYOND THE NEED TO UPDATE THE FOUR P\u2019S HAS BECOME EVIDENT.<\/strong><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.0″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

One of the weaknesses of this approach to understanding the customer is that it strictly appeals to the purely rational elements of the customer experience. Deliberate and effective customer experience management has a broad and lasting effect on customer acquisition, customer loyalty and customer retention<\/a>.<\/p>\n

But it\u2019s necessary to address both the rational AND emotional factors that comprise a complete customer experience.<\/p>\n

 <\/p>\n

WHY ARE BOTH RATIONAL AND EMOTIONAL FACTORS NECESSARY?<\/h3>\n

Customer loyalty, by definition, is not rational. In fact, loyalty is a function of memory. In economic terms, rationality means people will choose the product or service that provides the greatest reward at the lowest cost. The benefits of a product or service are measured against its cost compared to similar products or services. Yet customer loyalty means that a customer is willing to forgo purchasing lower-priced identical products because of an irrational preference for a particular product or service.<\/p>\n

Clearly, the Four Ps are not enough to assess whether a company is customer-centric. While product quality, best value for the dollar and convenience are important as purely rational values, \u2018irrational\u2019 values like happiness, belonging and self-actualization are equally, if not more, important to purchasing decisions.<\/p>\n

The competitive playing field of modern business has shifted from the tangible and rational to the intangible and irrational. Physical assets (the Four P\u2019s) matter less than the intangible assets sustained through long-term buyer\/seller interactions.<\/p>\n

We help organizations to understand the rational,emotional, subconscious and psychological \u00a0elements of the experiences they provide and then design experiences that make the most of each of these aspects.<\/p>\n

 <\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” use_background_color_gradient=”on” background_color_gradient_stops=”#fbd9a5 43%|#ffffff 43%” width=”100%” max_width=”100%” module_alignment=”center” custom_margin=”||||false|false” custom_css_main_element=” font-weight: 600;|| line-height: 1.5em;||” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,1_5,1_5,1_5,1_5″ use_custom_gutter=”on” gutter_width=”2″ _builder_version=”4.19.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” width=”92%” max_width=”92%” module_alignment=”center” custom_margin=”||||false|false” custom_padding=”110px||||false|false” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.19.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” custom_padding=”||||false|false” border_color_all=”RGBA(255,255,255,0)” global_colors_info=”{}”][et_pb_blurb use_icon=”on” font_icon=”||divi||400″ icon_color=”#f6a01d” image_icon_background_color=”RGBA(255,255,255,0)” image_icon_width=”75px” content_max_width=”801px” _builder_version=”4.19.0″ _module_preset=”default” background_color=”#333034″ image_icon_custom_margin=”10px||||false|false” module_alignment=”center” custom_margin=”-5vw||||false|false” custom_padding=”10px|20px|25px|20px|false|false” global_colors_info=”{}”]<\/p>\n

Connect on LinkedIn<\/span><\/h4>\n

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Connect on X<\/span><\/h4>\n

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Contact Colin<\/span><\/h4>\n

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About Colin<\/span><\/h4>\n

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Visit the Blog<\/span><\/h4>\n

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Colin can help improve your <\/span>brand<\/span> awareness, advocacy<\/span> and <\/span>customer experience.<\/span><\/p>\n

Why not contact Colin now
to find out how?<\/strong><\/h2>\n

 <\/p>\nContact us now\u00a0\u00a0\u00a0\u00a0<\/i><\/a>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Rational Experience

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<\/span> Home<\/span><\/a><\/span> 5<\/span> <\/span><\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>
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<\/span> Home<\/span><\/a><\/span> 5<\/span> <\/span><\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>WHAT IS RATIONAL EXPERIENCE? Understanding the True Definition of Rational Experience Rational experience is what accounts for half the typical customer experience, the rest is emotional. […]<\/p>\n","protected":false},"author":12,"featured_media":0,"parent":110,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

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[heading sub_header=\"Understanding the True Definition of Rational Experience\" header_type=\"h2\" header_underline=\"bordered\"]What is Rational Experience?[\/heading][vc_column_text]Rational experience is what accounts for half the typical customer experience, the rest is emotional. Most organizations focus solely on the rational experience, things like delivery times, how quickly calls are answered in a call center and how easy it is to deal with the organization.While these are important factors in a customer experience, they only comprise part of the customer experience.<\/p>

[\/vc_column_text][\/vc_column][\/vc_row][vc_row swatch=\"swatch-cta-case-studies\" row_type=\"default\" break_parents=\"4\" row_zindex=\"0\" parallax_type=\"up\" parallax_speed=\"20\" enable_mobile=\"true\" bg_position=\"top\" bg_size=\"cover\" bg_repeat=\"no-repeat\" margin_left=\"0\" margin_right=\"0\" gradient_angle=\"0\" gradient_color_start=\"#cccccc\" gradient_start_offset=\"0\" gradient_color_end=\"#cccccc\" gradient_end_offset=\"100\" video_mute=\"true\" video_loop=\"true\" video_start=\"true\" video_stop=\"true\" video_controls=\"true\" video_raster=\"true\"][vc_column width=\"2\/3\"][divider xs_height=\"12\" sm_height=\"18\" md_height=\"18\" lg_height=\"18\"][vc_column_text margin_bottom=\"normal-bottom\"]<\/p>

In 1953, Neil Borden first used the term \u201cMarketing Mix\u201d in reference to what are now recognized as the four P\u2019s of marketing.<\/span><\/h2>

[\/vc_column_text][vc_column_text]<\/p>

Since the 60\u2019s the four P\u2019s have dominated customer loyalty research, but in the 90\u2019s and beyond the need to update the four P\u2019s has become evident. <\/span><\/h2>

\u00a0<\/h2>

[\/vc_column_text][\/vc_column][vc_column width=\"1\/3\"][vc_single_image image=\"15059\" size=\"full\" alt=\"rational experience management consulting by Colin Shaw\" title=\"Rational Experience Consulting by Colin Shaw\" overlay=\"none\" item_link_type=\"no-link\" captions_below_link_type=\"no-link\"][\/vc_column][\/vc_row][vc_row swatch=\"swatch-bp-original\" row_type=\"default\" break_parents=\"4\" row_zindex=\"0\" parallax_type=\"up\" parallax_speed=\"20\" enable_mobile=\"true\" bg_position=\"top\" bg_size=\"cover\" bg_repeat=\"no-repeat\" margin_left=\"0\" margin_right=\"0\" gradient_angle=\"0\" gradient_color_start=\"#cccccc\" gradient_start_offset=\"0\" gradient_color_end=\"#cccccc\" gradient_end_offset=\"100\" video_mute=\"true\" video_loop=\"true\" video_start=\"true\" video_stop=\"true\" video_controls=\"true\" video_raster=\"true\"][vc_column width=\"1\/1\"][vc_column_text]<\/p>

One of the weaknesses of this approach to understanding the customer is that it strictly appeals to the purely rational elements of the customer experience. Deliberate and effective customer experience management has a broad and lasting effect on customer acquisition, customer loyalty and customer retention.<\/span>
<\/span>
<\/span>But it\u2019s necessary to address both the rational AND emotional factors that comprise a complete customer experience.<\/span><\/p>

[\/vc_column_text][heading header_type=\"h2\" header_align=\"default\" header_underline=\"bordered\" header_underline_size=\"bordered-small\"]Why Are Both Rational and Emotional Factors Necessary?[\/heading][vc_column_text]<\/p>

Customer loyalty, by definition, is not rational. In fact, loyalty is a function of memory. In economic terms, rationality means people will choose the product or service that provides the greatest reward at the lowest cost. The benefits of a product or service are measured against its cost compared to similar products or services. Yet customer loyalty means that a customer is willing to forgo purchasing lower-priced identical products because of an irrational preference for a particular product or service.<\/span>
<\/span>
<\/span>Clearly, the Four Ps are not enough to assess whether a company is customer-centric. While product quality, best value for the dollar and convenience are important as purely rational values, \u2018irrational\u2019 values like happiness, belonging and self-actualization are equally, if not more, important to purchasing decisions.<\/span>
<\/span>
<\/span>The competitive playing field of modern business has shifted from the tangible and rational to the intangible and irrational. Physical assets (the Four P\u2019s) matter less than the intangible assets sustained through long-term buyer\/seller interactions.<\/span>
<\/span>
<\/span>We help organizations to understand the rational,emotional, subconscious and psychological \u00a0elements of the experiences they provide and then design experiences that make the most of each of these aspects.<\/span><\/p>

See how we take customer experiences to the next level<\/h3>

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