Building Humanized Experiences Together

This workbook was adapted from an in-person workshop at Formation ’23 to give carriers the opportunity to develop a plan to create humanized experiences. Heart of the Customer (HoC), CEO Jim Tincher developed this workbook to introduce participants to the concept of an “Emotional North Star,” based on HoC’s research that emotions drive behaviors, and that great companies begin their design experience by selecting one emotion to design against, building experience to create this outcome, and measuring it to ensure the experience accomplishes this goal.  

By completing the workbook, you will gain insight into both where your customer experience is at it’s best, and where your customer experience is letting the customer down.