Custex with ConceptSnap
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This document summarizes a study that analyzed customer experiences during inbound sales calls to two companies. Mystery shoppers called each company and rated their trust in the company and described their expected experience before and after the call. For one company, trust declined after the call as the experience reinforced negative associations. For the other company, trust improved as the call added positive associations. The analysis identifies specific aspects of each experience that impacted the six drivers of trust in the HuTrust model. The findings can be used to immediately improve high trust customer experiences through process, training, and marketing changes.
![ConceptSnap
–
helping
customers
and
internal
stakeholders
express
themselves
For
customers
it
is
difficult
to
express
the
expected,
actual
and
desired
experience
beyond
ra:onal
and
func:onal
verbalisa:on.
This
makes
it
difficult
to
understand
nuances
between
companies
and
grasp
customers’
experiences
beyond
their
post
ra:onalisa:on.
In
order
to
gain
a
deeper
and
more
accurate
understanding,
we
developed
a
tool
that
helps
customers
and
internal
stakeholders
express
themselves
be]er.
ConceptSnap
comprises
3
parts:
ConceptSnap
was
developed
with
a
team
of
prac::oners
in
brand,
sales
and
marke:ng,
psychologists
and
linguists.
It
has
been
calibrated
over
10
years
and
adapted
to
different
languages
and
cultures.
In
June
2013
alone
more
than
17,000
employees
and
customers
conducted
the
ConceptSnap
exercise
offline
and
online.
Image
sort:
Based
on
42
mood
boards
to
help
respondents
define
the
atmosphere
and
symbols
associated.
These
images
have
been
calibrated
for
over
10
years.
AMribute
sort:
Normally
we
use
only
10%
of
our
available
vocabulary.
Our
350
a]ributes
based
on
linguis:c
families
and
colour
psychology
allow
respondents
to
precisely
ar:culate
what
they
mean.
For
you
this
means
no
more
generic
‘innova:on’
or
‘trustworthy’
expressions.
Emo<on
sort:
What
do
customers
really
feel
and
how
do
they
want
to
feel?
How
don’t
they
want
to
feel?
Difficult
to
say,
unless
you
have
a
full
set
of
emo:ons
for
them
to
choose
and
pinpoint
approachable
inclusive
appreciated
indifference
ConceptSnap
,HuTrust
and
the
6
drivers
of
Trust
are
trademark
and
copyright
ifm/mext.
Use
of
the
concepts
and
any
of
their
content
is
not
permiDed
without
express
permission
from
the
copyright
holder
and
trademark
owner.
Photos
copyright
istock.com
and
mext.
part
of
the
Asia
Pacific
mext/duxton
group](https://image.slidesharecdn.com/custexwithconceptsnap-131001001906-phpapp01/85/Custex-with-ConceptSnap-10-320.jpg)
![HuTrust
–
the
robust
approach
to
analyse
and
build
customer
trust
HuTrust
(human
trust)
reveals
the
six
clear
drivers
of
trust.
Developed
under
supervision
of
the
father
of
the
most
modern
psychology
theory,
Professor
Salber,
it
is
-‐ psychologically
correct
-‐ sta:s:cally
robust
and
-‐ prac:cally
proven
This
understanding
of
how
trust
forms
in
our
minds
allows
us
to
analyse
the
strengths,
weaknesses
and
opportuni:es
to
build
more
trust
be]er.
For
more
info
visit
www.hutrust.com
or
www.mextconsul:ng.com
Why
focus
on
trust
Because
trust
is
the
root
cause
of
most
of
our
behaviours.
The
more
we
trust,
the
more
likely
we
are
to
buy.
A
20%
increase
in
trust
can
mean
a
400%
improvement
in
buyer
behaviour.
Most
services
companies
score
an
average
of
6.8-‐7.2,
leaving
ample
room
for
improvement
for
most.
For
those
that
measure
the
NPS
or
sa:sfac:on:
Trust
has
a
very
high
correla:on
with
both
these
measures
and
drives
over
70%
of
them.
That’s
not
surprising
as
we
only
recommend
someone
if
we
trust
them.
So,
even
if
you
use
opera:onal
NPS,
focusing
your
efforts
on
building
trust
is
the
most
effec:ve
way
to
achieve
improvements.
How
to
work
with
trust.
You
can
imagine
the
six
drivers
as
six
buckets
of
trust
that
need
to
be
filled.
The
average
of
their
levels
is
always
the
same
as
trust
and
advocacy
overall.
The
Trust
Effect
Stability
trust
Development
trust
Benefit
trust
Competence
trust
Vision
trust
Rela:onship
trust
ConceptSnap
,HuTrust
and
the
6
drivers
of
Trust
are
trademark
and
copyright
ifm/mext.
Use
of
the
concepts
and
any
of
their
content
is
not
permiDed
without
express
permission
from
the
copyright
holder
and
trademark
owner.
Photos
copyright
istock.com
and
mext.
part
of
the
Asia
Pacific
mext/duxton
group](https://image.slidesharecdn.com/custexwithconceptsnap-131001001906-phpapp01/85/Custex-with-ConceptSnap-11-320.jpg)
Custex with ConceptSnap
- 1. Developing high trust experiences: Customer experience analysis and design Example: Inbound Sales Call
- 2. Touch point specific customer experience is an important component of brand building, advocacy, compe::ve advantage and immediate revenue opportunity. Especially sales & service touch points are considered cri:cal ‘moments of truth’. Therefore, understanding the full experience in a way that enables quick, prac:cal improvement is important. Inbound sales calls are one of those great opportuni:es. In this anonymised case study we compare the interac:ons with 2 service companies and analyse the customer’s experiences and resul:ng trust dynamics. We asked 32 mystery shoppers from the valuable 18-‐24 audience to call these companies with a clear buying indica:on. Companies were called mul:ple :mes to eliminate the possibility of isolated good/bad experiences. The experience analysis results can be turned into immediate ac:on to make a difference right away through: -‐ Scrip:ng op:misa:on -‐ Process -‐ Training -‐ Marke:ng Please note: This document is an excerpt only and strongly modified for confiden9ality. Contents: p3 The case p10 The methodology part of the Asia Pacific mext/duxton group Introduc<on
- 3. Call to buy! How the sales experience makes or breaks the opportunity. part of the Asia Pacific mext/duxton group The case
- 4. Using HuTrust and ConceptSnap the mystery shoppers rated their trust and described the expected experience. Company 1 has a clear trust advantage without too high an experience expecta:on. Company 1 Company 2 ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. HuTrust Profile. The 6 drivers of trust HuTrust Profile. The 6 drivers of trust part of the Asia Pacific mext/duxton group Pre-‐call expecta<on
- 5. AWer their call, respondents repeat their ra:ng and experience descrip:on. This shows us the impact of the actual experience in all dimensions. Company 1 has lost its advantage to a point of now being distrusted. Company 1 Company 2 Company 1 has lost posi:ve associa:ons and reinforced nega:ve ones. Company 2 has added a number of posi:ve associa:ons and lost or diminished nega:ve ones. ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. HuTrust Profile. The 6 drivers of trust HuTrust Profile. The 6 drivers of trust part of the Asia Pacific mext/duxton group Post-‐call ra<ng
- 6. The HuTrust analysis shows which HuTrust Facets are impacted posi:vely and nega:vely. security prac:ced powerful leading indifference steady enduring successful Old fashioned experienced ? Full and lazy Not commercial, only self interested effort Effort from me uneasy vital Australian unintelligent kindness effort comfort honest fresh refreshing local steady prac:ced modern uncomplicated freedom Understanding easy leading suppor<ve closeness effort Experience dimensions within the HuTrust Hexagon drive trust, those outside diminish trust. ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. part of the Asia Pacific mext/duxton group Hutrust® analysis Company 1 Company 2
- 7. The ideal experience descrip<on provides the benchmark for the gap analysis. enduring successful prac:ced steady safe kindness comfort honest Australian insighZul local rewarding transparent develop ed quality reliable flexible uncomplicated green fresh freedom suppor<ve natural innova<ve experienced Posi<ve easy leading Understanding effort apprecia<on professional ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. part of the Asia Pacific mext/duxton group
- 8. The findings can immediately be turned into concrete ac:on to develop high trust experiences. Ac:on & proof points Priori:sa:on by ac:vity Experience design plan ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. part of the Asia Pacific mext/duxton group Implementa<on
- 9. ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. Methodology part of the Asia Pacific mext/duxton group
- 10. ConceptSnap – helping customers and internal stakeholders express themselves For customers it is difficult to express the expected, actual and desired experience beyond ra:onal and func:onal verbalisa:on. This makes it difficult to understand nuances between companies and grasp customers’ experiences beyond their post ra:onalisa:on. In order to gain a deeper and more accurate understanding, we developed a tool that helps customers and internal stakeholders express themselves be]er. ConceptSnap comprises 3 parts: ConceptSnap was developed with a team of prac::oners in brand, sales and marke:ng, psychologists and linguists. It has been calibrated over 10 years and adapted to different languages and cultures. In June 2013 alone more than 17,000 employees and customers conducted the ConceptSnap exercise offline and online. Image sort: Based on 42 mood boards to help respondents define the atmosphere and symbols associated. These images have been calibrated for over 10 years. AMribute sort: Normally we use only 10% of our available vocabulary. Our 350 a]ributes based on linguis:c families and colour psychology allow respondents to precisely ar:culate what they mean. For you this means no more generic ‘innova:on’ or ‘trustworthy’ expressions. Emo<on sort: What do customers really feel and how do they want to feel? How don’t they want to feel? Difficult to say, unless you have a full set of emo:ons for them to choose and pinpoint approachable inclusive appreciated indifference ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. part of the Asia Pacific mext/duxton group
- 11. HuTrust – the robust approach to analyse and build customer trust HuTrust (human trust) reveals the six clear drivers of trust. Developed under supervision of the father of the most modern psychology theory, Professor Salber, it is -‐ psychologically correct -‐ sta:s:cally robust and -‐ prac:cally proven This understanding of how trust forms in our minds allows us to analyse the strengths, weaknesses and opportuni:es to build more trust be]er. For more info visit www.hutrust.com or www.mextconsul:ng.com Why focus on trust Because trust is the root cause of most of our behaviours. The more we trust, the more likely we are to buy. A 20% increase in trust can mean a 400% improvement in buyer behaviour. Most services companies score an average of 6.8-‐7.2, leaving ample room for improvement for most. For those that measure the NPS or sa:sfac:on: Trust has a very high correla:on with both these measures and drives over 70% of them. That’s not surprising as we only recommend someone if we trust them. So, even if you use opera:onal NPS, focusing your efforts on building trust is the most effec:ve way to achieve improvements. How to work with trust. You can imagine the six drivers as six buckets of trust that need to be filled. The average of their levels is always the same as trust and advocacy overall. The Trust Effect Stability trust Development trust Benefit trust Competence trust Vision trust Rela:onship trust ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permiDed without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext. part of the Asia Pacific mext/duxton group
- 12. Duxton Consul<ng Singapore Email: laurenz.koehler@duxton consul:ng.com Address: 26 Duxton Rd. Singapore 089490 Phone: +65 6323 3340 Chris<na Eisenschmid Email: chris:na.eisenschmid@psyma.co m Address: Nymphenburger Str. 14 80335 Munich Phone+49 (0) 89 20209610 Concerto Marke<ng Suite 250 – 128 Has:ngs St. West Vancouver, BC V6B 1G8 t: 604-‐684-‐8933 f: 604-‐684-‐8934 Who Group Australia M.Dudley Email: md@whogroup.com Level 2, 1 Southbank Blvd Southbank VIC 3006 03 8636 4000 Tred Interna<onal Adam Thorp, Director Mobile: 0417 584 599 Phone: 02 9300 6439 www.tredinterna:onal.com Email: info@tredinterna:onal.com Global contact: mext Consul<ng Australia Stefan Grafe, Managing Partner & HuTrust® Developer Stefan.grafe@mextconsul:ng.com 165 Cremorne Street Richmond VIC 3122 +61 3 94285417 For further information and HuTrust® usage, please contact: