David Gustafson, Executive Vice President of Product and Customer Operations at Mattersight, discussed the importance of analytics for customer service professionals during his presentation at the 2014 Customer Care Leadership Forum in Atlanta on Nov. 20. According to Gustafson, evaluating analytics related to human behavior, personality and communication is important for businesses, especially for those that want to improve their customer satisfaction levels. Gustafson pointed out that customers want personalized experiences, and businesses are tasked with finding the best ways to connect with their target audiences. He also noted businesses can deploy various strategies to garner attention from consumers: “We have companies that are looking at doing things around the marketing side or the customer service and self-service side where the applications or the marketing content is tailored … The imagery, the word choices, the conversations are different when it’s in their communication style.” Empathy also can have far-flung effects on a business and its employees, particularly when it comes to customer service, Gustafson said. Workers who provide support that fulfills customers’ needs, Gustafson said, are using empathy to help a business better support its clientele. In addition, Gustafson noted employees must fully understand how to be empathetic to provide outstanding customer service consistently: “Empathy is really responding in an empathetic manner in the way that they want to be responded to. I think that’s a key piece when you think about employee bases, really focusing on that side of the equation, the personality and behavioral side.” - See more at: http://www.argylejournal.com/customer-care/2014-customer-care-leadership-forum-david-gustafson-executive-vice-president-of-product-and-customer-operations-mattersight/#sthash.14U7YeRx.dpuf

1. Personality Matters
David Gustafson, Executive Vice President
Argyle Forum Atlanta
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2. Confidential & Restricted © 2014 Mattersight Corporation
Mattersight…The Leader in Transforming Unstructured
Interactions into Powerful Business Insights
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Key Facts
Founded 2006
Headquarters Chicago, IL
Employees ~200
Behavioral Algorithms 8+ Million
Development to Date 650+ Man-Years
R&D Investments ($) $80+ Million
 Innovative unstructured data
analytics
 Sales, service, retention, CSAT,
and collections applications drive
3X-10X return on spend
 Growing blue-chip and middle
market customer base

3. Confidential & Restricted © 2014 Mattersight Corporation
Language and Human Connection
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How about other times where the
conversations doesn’t flow smoothly, feels
very difficult/forced and you might as well
be speaking a different language?
Have you ever had a conversation with
someone where it’s easy, effortless, and
the conversation just flows smoothly?

4. Confidential & Restricted © 2014 Mattersight Corporation
Language and Human Connection
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How about other times where the
conversations doesn’t flow smoothly, feels
very difficult/forced and you might as well
be speaking a different language?

5. Confidential & Restricted © 2014 Mattersight Corporation
Understanding Personality through Language
• That connection or mismatch is established through
recognizable language patterns
− Key words
− Tones and tempo
− Grammar
− Syntax
− Facial Expressions
• These recognizable language patterns advertise an
individual’s underlying personality traits, and a constellation
of associated behaviors
− How we want to be interacted with
− What we want out of the interaction
− What our psych needs are – a need, not a want
− How and why we behave as we do when in stress
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6. Confidential & Restricted © 2014 Mattersight Corporation
• In the 1970’s Dr. Taibi Kahler recognized these communication
patterns and developed the Process Communication Model (PCM)
• These communication patterns can be categorized into six
personality styles
• While everyone has all of these styles, each of us has a base,
foundational personality part which strongly defines our language
and orientation to the world
The Process Communication Model
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Thoughts
Logical, Responsible, Organized
(Spock)
Opinions
Dedicated, Observant, Conscientious
(Bono)
Reactions
Spontaneous, Creative, Playful
(Ellen DeGeneres)
Emotions
Compassionate, Sensitive, Warm
(Princess Diana)
Reflections
Calm, Introspective, Imaginative
(Mahatma Gandhi)
Actions
Adaptable, Resourceful, Charming
(Donald Trump)

7. Confidential & Restricted © 2014 Mattersight Corporation
Why It Works – Agent Variability by Caller Personality
Pat’s Accept Rate is 13.3% per Sales Call
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Pat
All Callers
13.3%

8. Confidential & Restricted © 2014 Mattersight Corporation
Emotions (Princess Diana)
Compassionate, Sensitive, Warm
Opinions (Bono)
Dedicated, Observant, Conscientious
Thoughts (Spock)
Logical, Responsible, Organized
Reactions (Ellen DeGeneres)
Spontaneous, Creative, Playful
Why It Works – Agent Variability by Caller Personality
But all callers don’t communicate and interact the same way
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All Callers
17.6%
15.1%
9.2%
12.8%
and Pat’s accept rate is very different for different personality styles
13.3%
Pat
13.3%

9. Confidential & Restricted © 2014 Mattersight Corporation
Agent Emotions Opinions Reactions Thoughts Average
Kevin 24.4% 18.3% 29.1% 20.9% 23.9%
Hailey 9.7% 28.2% 15.2% 12.8% 15.3%
Pat 17.6% 9.2% 12.8% 15.1% 13.3%
Kim 11.1% 6.1% 3.1% 11.4% 7.5%
Jeff 0.8% 2.4% 2.7% 6.4% 4.0%
Average 12.7% 12.8% 12.6% 13.3% 12.8%
Pat’s Not Alone…Agents Are Variable by Caller Personality
Accept Rate Variability by Agent by Caller Personality
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Pat’s
2nd Best Rate
Pat’s
Best Rate
Pat’s
Worst Rate
Pat’s
3rd Best Rate
Pat 17.6% 9.2% 12.8% 15.1% 13.3%
Accept Rate Variability: 600+ Seat Inbound Sales Center
Agent
Performance
Quartile
Agent’s Best
Personality
Pairing
2nd Best
Personality
Pairing
3rd Best
Personality
Pairing
Agent’s Worst
Personality
Pairing
Average
Q1 28.3% 24.0% 19.6% 15.0% 20.4%
Q2 21.3% 17.0% 13.9% 10.2% 14.4%
Q3 16.2% 12.2% 9.3% 6.2% 9.8%
Q4 8.5% 5.9% 4.2% 2.4% 3.8%
Average 18.6% 14.8% 11.8% 8.5% 12.1%

10. Confidential & Restricted © 2014 Mattersight Corporation
Personality Matters - What Can You Do About It?
1. Recognize the impact of personality and behavioral attributes on
your business
2. Customers are looking for different styles of communication:
Personalize the experience based on their personality style and
how they digest information and communications
3. Employees handle certain personalities better than others: Coach
agents and employees on handling and connecting with customers
based on communication styles and behavioral characteristics
4. Automatically create better experiences for agents, customers and
your business by leveraging behavioral and personality data for
agent-level call routing
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11. Confidential & Restricted © 2014 Mattersight Corporation 11
Thank You!
David Gustafson
EVP Product & Customer Operations
david.gustafson@mattersight.com
office: (847) 582.7016