FINAL NICE_ CX Emotion Webinar 03-31-2016 - Wide Screen
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FINAL NICE_ CX Emotion Webinar 03-31-2016 - Wide Screen
- 2. Please use the chat bar the right of your console to submit questions. There will be a dedicated Q&A session at the end of the presentation We will send you the recording along with a copy of the research paper. Engage with us on social @NICE_CX #customerlovestories Housekeeping Items
- 3. Sheridan Orr, Host Director of Product Marketing, NICE @sheridanorr Megan Burns, Presenter VP, Principal Analyst, Customer Experience at Forrester Research @mbcxp Host Presenter Emotion Is The Future of Customer Experience
- 5. Emotion Is The Future of Customer Experience Megan Burns, Vice President Principal Analyst March 31, 2016
- 6. © 2016 Forrester Research, Inc. Reproduction Prohibited 6 Base: 212 CX professionals at companies with more than $500 million in revenue Source: Forrester’s State of CX Management Maturity Survey Q4 2015 Ambitious customer experience goals… Industry leader 50%CX leader across all industries 33% Parity with competitors 14% Don't know 3%
- 7. © 2016 Forrester Research, Inc. Reproduction Prohibited 7 Base: 299 brands with US online adults (ages 18+) scored in Forrester's Customer Experience Index Source: Forrester's Customer Experience Index Online Survey, US Consumers Q3 2015 …less than stellar performance 5% 22% 57% 15% 1% Very poor Poor OK Good Excellent
- 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 Effectiveness Emotion Ease
- 9. © 2016 Forrester Research, Inc. Reproduction Prohibited 9
- 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 8 out of 8 industries 5 out 6 industries 3 out of 7 industries
- 11. © 2016 Forrester Research, Inc. Reproduction Prohibited 11 Rational CX Emotional CX Non-CX Factors Loyalty
- 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 5x more likely to enrich 2x less likely to switch 2x more likely to forward
- 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 You can’t afford to neglect your customers’ emotional experience.
- 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 13:128:1 2:1
- 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 We’re more sensitive to negative experiences than positive ones.
- 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 We’re more sensitive to negative experiences than positive ones. We don’t remember past experiences with much accuracy.
- 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 We’re more sensitive to negative experiences than positive ones. We aren’t aware of everything we feel. We don’t remember past experiences with much accuracy.
- 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 Understand the emotional context around each interaction.
- 19. 75%55%70%52%
- 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 Emotions – Feelings Word Vocabulary Happy Sad Angry Scared Confused Confident Crushed Betrayed Afraid Baffled Ecstatic Defeated Enraged Cautious Bewildered Energized Discouraged Mad Desperate Constricted Excited Disappointed Humiliated Frantic Directionless Loved Helpless Outraged Intimidated Doubt Optimistic Hopeless Repulsed Overwhelmed Flustered Terrific Terrible Seething Shocked Stagnant Thrilled Miserable Used Vulnerable Trapped
- 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 22
- 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Unmask the emotions that customers can’t put into words.
- 24. “Chocolate Chip Cookies” by Kimberly Vardeman. Licensed under CC BY 2.0 via Wikimedia Commons
- 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 25
- 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Source: Affectiva How emotion analytics works
- 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 27
- 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Weed out systemic customer pain points.
- 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 29
- 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Joy Anger Surprise
- 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 32 Image source: Uber app; http://legacy.pitchengine.com/safeliteautoglass/safelites-technician-profile-email
- 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 No matter what, always end on a high note.
- 34. © 2016 Forrester Research, Inc. Reproduction Prohibited 34 © Microsoft “Middle Seat Mondays”
- 36. © 2016 Forrester Research, Inc. Reproduction Prohibited 36 Summary › Understand emotional context › Unmask unspoken emotions › Weed out systemic pain points › End on a high note
- 37. © 2016 Forrester Research, Inc. Reproduction Prohibited 37 Recommended reading › Report: Understanding The Impact Of Emotion On Customer Experience July 13, 2015 › Report: How To Measure Emotion In Customer Experience November 13, 2015
- 38. © 2016 Forrester Research, Inc. Reproduction Prohibited 38 “The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart.” – Helen Keller
- 39. forrester.com Thank you Megan Burns mburns@forrester.com Full research library: http://forrester.com/Megan-Burns
- 40. Visit customerlovestories.com to find out more
Editor's Notes
- Companies are obsessed with CX because it’s one of the few remaining sources of competitive advantage Even if you’re not trying to differentiate, most companies have a ways to go to get to “good” consistently
- To get good they need to deliver on three things<click>
- …fundamentals of a good customer experience. Sure, there are rational factors like effectiveness and ease. We like these because they’re much more tangible and logical. They’re also less important. Out of these three it’s EMOTION…how the experience makes customers FEEL…that strengthens or erodes customer loyalty. We used data from our 2015 CX Index, which covers more than 45,000 consumers, to test that hypothesis and found that emotion was the BIGGEST loyalty lever in…
- 17 of the 18 industries that we analyzed. And have since confirmed it with other companies like FedEx and Scottrade.
- Incidentally, when we looked at the same data in the US, it held for 17 of the 18 industries we examined. And we’re not the only ones coming to this conclusion. The folks at…
- Of the CX-related factors that influence loyalty Of course the customer’s rational perceptions of the experience mattered. They explained about a third of loyalty. But emotions, how the customer felt about their FedEx experience, mattered more. It accounted for almost half of loyalty. One of your competitors got similar results in its study…
- Scottrade. They commissioned a study to understand the value of connecting with investors on an emotional level. That research compared loyalty metrics across two groups… Customers who said they feel emotionally connected to Scottrade…and Customers who are highly satisfied with Scottrade but don’t feel that emotional connection. Results showed that emotionally connected investors are: 2x less likely to switch business to another firm..and not only that they’ere FIVE TIMES more likely to move money from other firms into Scottrade. They’re advocactes, too. Emotionally connected customers are 2x more likely to forward information about Scottrade to friends and family. It’s pretty clear….
- Unfortunately, though, even when you’re paying close attention to it… The emotional experience is hard to get right. Emotions are abstract, they’re intangible, they very drastically from person to person… and most importantly…they’re ILLOGICAL. How exactly, are you going to manage something like that? It’s hard, which is why there hasn’t been much about it in the CX literature until now. But it is possible First…
- as long as you understand some of the quirks of human emotion. Philosophers and scientists have been trying to understand this for centuries, but don’t worry, you don’t need to know all of that. There are three things about the way human emotions work that are important to of us in the CX community. So what I thought I’d do this morning is share my latest research on the role of emotion in CX.
- This is one of the most empirically validated findings in behavioral economics. People notice the negative things around them more than the positive. And the emotional response to those negative things feel anywhere from 2 to 5 times stronger than our response to good things. This bias has helped keep us alive for thousands of years… …but it makes the margin for error that much smaller for customer interactions. Second…
- Our memory of a past experience isn’t based on the entire experience. It’s a average of two key points in the journey… The most intense moment…and the way we feel at the end of the experience. You could be having an amazing dinner at a fabulous restaurant… and if the waiter disappears without bringing the check even though you told him you had 8:00 theater tickets… ..it casts a pall over your memory of the entire experience. And finally…
- We have emotions from the moment we’re born. Long before we have language to describe the way we feel. And most of our emotional processing happens subconsciously. So even if we knew how to describe it we don’t it’s there to be described. Customers try to tell you how they feel. And they get some of it right. But even the most expressive of them can’t give you the whole picture. <Pause> At this point in the conversation I’m guessing that you’ve reached the peak point of anxiety about this whole topic. Am I right? Don’t worry. We’re going to end up in a much better place, I promise. Because even with all these quirks, there are things you can do to get emotional experience right. Plenty of companies do. In fact, when we looked across all 300 brands in the CX Index we found that on average they deliver…
- …51% of US adults are concerned about whether or not they’ll have enough money to retire comfortably (PREVIOUSLY 55%) …70% are concerned about the privacy of their credit card information… (NO NEW DATA) (Updated data: Close to two-thirds of US online adults say they are very concerned about their privacy online. This unease is not only characteristic of the traditionally wary older generations — over half of US online 12- to 17-year-olds are also worried about their privacy online. (see endnote 5) …and 52% worry about companies having access to their credit score. (NO NEW DATA) No wonder Discover customers love the ability to see their FICO score every month! You have to understand their hopes, fears, and attitudes to avoid seeming tone deaf to the things they care about. Few things convey context like actually being where your customers are. A large hospitality company took its senior managers to a…
- When to describe why she chose this picture, she said… "when you take a batch of cookies out of the oven it feels like you're a happy little kid. They’re so yummy. Something your mom used to make for you." Researchers trained in this technique, and again it does require special training, were able to dig into her selection of this metaphor to learn things about her feelings toward healthcare she wasn’t even aware of. Metaphors are also a great way to share insight on customer emotions with employees. I could TRY to describe this woman’s feelings on a hallway poster that tells employees members want to feel “happy, cared for, and protected.” But it wouldn’t communicate the FEELING in nearly as powerful of a way as talking to them about the way you feel when you make a fresh batch of chocolate chip cookies… Interviews are also a great time to look for non-verbal cues. We express our emotions on our…
- http://printedvoice.co.za/wp-content/uploads/2014/08/pg-44-voiceprint-gettyc2.jpg analytics do a similar thing…using call recordings, and even live calls, they scan for clues to customer emotions based on things like… …volume… …how fast the customer is talking… … the pitch of their voice… …even the length of their sentences. And it isn’t just a reactive tool. You can use voice analytics to detect and respond to customer emotions proactively. For example, the natural language processing system that powers Cabele Deutchland’s IVR listens for growing frustration in the customer’s voice and if it happens, transfers the customer right to a live agent for help. Mattersight’s…
- These are the three that Anjali sent me – she worried they might be too specific, but I thought that since it was an example then they might work. Feel free to keep all 3, or I can get a 4th so that they are visually appealing, or to pick 1.
- Try to remove pain in the highly charged moments, like onboarding or when something goes wrong. For example…
- Image source: http://www.airport-business.com/2015/02/london-city-airport-gets-the-go-ahead-for-200-million-expansion/ Declan Collier, CEO, explained that London City Airport (LCY), the only airport with a London postcode, is investing in monitoring technology to assess the passenger journey through LCY in real time. LCY uses technologies that measure pixels to distinguish between bags, staff, and passengers and to proactively anticipate potential delays or bottlenecks in the system. The project, called "The Smart Airport Experience," will allow LCY to roll out a series of services and apps that lets passengers manage preferences, pre-order food, and check the status of security queues. The goal is to guarantee a 20-minute check-in door-to-gate, and a 15-minute arrival tarmac-to-train. Collier wants to keep his airport honest and invites customer comments, good and bad, on the digital displays of the airport. Illustrating just how customer-focused his airport can be, he shared the story of a passenger en route to an important meeting who tweeted that he'd spilled coffee on his shirt, prompting an LCY rep to hand him a new shirt in time for departure.
- Image of Safelite or Uber screen shot In particular something showing the Safelite tech who will be coming to your house or the Uber driver who will be showing up (with license plate, picture, rating). Voice over will be “it’s even better to anticipate and prevent potential pain points like the discomfort people feel when a stranger comes to their home or to pick them up. Safelite/Uber do that by telling you up front who to expect so you know you’re not being conned.
- http://www.nbtworld.com/expertflyer-seat-alerts-helps-travelers-escape-the-middle-seat/ Dreaded middle seat. The agents tried everything they could to find her an aisle, which she appreciated. But she knew that sometimes happens when you book as late as she had. But Delta wasn’t willing to let it end there. Enter a program called “Middle Seat Monday.” Every Monday morning Delta sends an email any diamond or platinum medallion members who got stuck sitting in a middle seat the week before. The email apologizes and credits 500 extra points to the customers’ account to make up for the discomfort. By doing that, Delta actually MOVED the end of Sheryl’s experience from the end of her flight to this email. And because the email made her feel really valued as a Delta customer her memory of that entire trip got a big boost. Engineering the end of and experience can also keep you in touch with customers who’ve long since moved on to other things. For example, the…
- http://www.y-malawi.org/blog/wp-content/uploads/2012/08/GivingBlood3.jpeg …blood bank in Sweden now texts donors to let them know when the blood that they donated gets used to help a patient in need. This not only reminds them of the last experience, it taps in to the powerful emotions that led them to give in the first place. The desire to help others. Hopefully I’ve helped you with the…