Show some emotion Course Opening Lecture
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Morris Pentel presents a slide deck on improving customer experience by understanding customer emotion. The slides discuss how people communicate emotion through words and context, and how businesses often focus too much on functional aspects and metrics rather than emotional experience. Pentel describes a case study where they listened to customer calls to understand emotional highs and lows. They identified best and worst practices, and areas for agents to improve the customer's emotional experience. Clients reported quick improvements from implementing the recommendations. Pentel advocates treating behavioral customer data with the same importance as voice of customer data to better understand emotional needs.
Show some emotion Course Opening Lecture
- 1. All rights reserved Morris Pentel Show Some Emotion By Morris Pentel If you are training in Athens or waiting to join in January you must review these slides
- 2. All rights reserved Morris Pentel Goal get out of the way of your staff and customers because they want to build you a better business Everything you are about to see is real science
- 3. All rights reserved Morris Pentel Howwe think, talk and act Howwe understand context Why businesses get it wrong Howdo we change
- 4. All rights reserved Morris Pentel On a scale of 1 – 10…….. Think of 10 things in your life that are a perfect 10 How we think, talk and act
- 5. All rights reserved Morris Pentel E-score Think about 10 things in your life that are ok or a little or a lot! OK Care Very very very More than Don’t Ok Centred Metric 1 - 10 Based
- 6. All rights reserved Morris Pentel OKmeans the same to everyone even though they lead completely different lives in completely different situations. Even though it seems that OK in a prison camp does not mean the same as OK to a lottery winner…..it actually is. Not the circumstances but the feeling because the feeling is “within context”.
- 7. All rights reserved Morris Pentel OK– floats mathematically according to the situation because OK is really “OK Given the circumstances” and that equals CONTEXT. So does “too much” A little, A lot, Very THEY ALL FLOAT It has a hard and certain common definition which is “neutral - given the circumstances”. OK centred is therefore mathematically more reliable than 1 – 10. You do not need to understand Quantum Maths – just how to float Heisenberg by Artokingo
- 8. All rights reserved Morris Pentel Sometimes….the digital experience is less than perfect more like a broken road and then the bot <app <website <agent helps the customer across the bridge across the pot holes at the phygital* interface This requires a different skill set and escalation approach to conversation to help a customer get through this experience in the most emotionally efficient way! *Phygital is where digital and the real world meet and sometimes………………..
- 9. All rights reserved Morris Pentel Howwe understand context
- 10. All rights reserved Morris Pentel Escalation 2020 AI/Decisioning Channels =AGENT/BOT/IVR/WEBSITE/ CHAT/VOICE/APP/SOCIAL…
- 11. All rights reserved Morris Pentel Terrible wonderful I’m in love I really hate them Fine Awful Fantastic You will not believe it Fit as a fiddle Unbelievable Unbelievable Impossible Impossible Worse than averageBetter than average A bit down good You will not believe it We instinctively understand this model of verbal answers We can describe feelings with words on an emotional scale – its implied in behaviour chill cool happy Impossible Sick Sick How do you feel about? Emotion-Score Verbatim Calibration Wall OK
- 12. All rights reserved Morris Pentel Terrible wunderbar muy bien Realmente los odio ﺣﺳﻧﺎ AwfulYou will not believe it Fit as a fiddle Unbelievable ထက်ပိ&'ပီး Impossible Lehetetlen pas bonpas mal Un peu triste excité C'est fou We instinctively understand this model of verbal answers We can describe feelings with words on an emotional scale – its implied in behaviour راﺋﻊ cool 행복hihetetlen Syk kul Any standard language OK 불행한 رھﯾب ထက်ပိ&'ပီး Realmente los amo Εντάξει
- 13. All rights reserved Morris Pentel • Create Context Model • Open Source • • On Line • No sign up Context
- 14. All rights reserved Morris Pentel Core Functional its instrumental purpose (use value). A torch , for instance, lights; a knife cuts. 1 Exchange its economic value. One carving knife may be worth three fish knives; and one torch maybe worth 500 matches or one sheep etc. Both are different exchange values. 2 Symbolic a value that a subject assigns to an object in relation to another subject (i.e., between a giver and receiver). A pen might symbolize a student's school graduation gift or a commencement speaker's gift; or a diamond may be a symbol of publicly declared marital love. 3 Any value proposition is always made up of elements in different %’s This is how you create your own template Core Values are ones that you share with customers or not! Sign its value within a system of objects. A particular pen may, while having no added functional benefit, signify prestige relative to another pen; a diamond ring may have no function at all, but may suggest particular social values, such as taste or class. 4 Build a context / value matrix - this contains experience within an e-score model
- 15. All rights reserved Morris Pentel
- 16. All rights reserved Morris Pentel What is the VOC/BOC business challenge? ……………It is not in understanding voice and behaviour of the customer and their emotions because all of us do this every day because we live in an emotional context IT IS ……talking with them and about them in a business setting – which we don’t IT IS …..learning to talk about customers emotions and feelings more Let me tell you about our terms and conditions Body language Why businesses get it wrong IT IS …..thinking about the actions NOT JUST THE VOICE of the customer as part of business culture, as part of CX and HR, as part of metrics and scorecards as a type of value
- 17. All rights reserved Morris Pentel IF Voice of Customer + Observation ≠ Outcome of Metric Net Promoter Score Customer Effort Score CSAT Therefore METRIC FAIL Happy or not Trustpilot
- 18. All rights reserved Morris Pentel Net Promoter Score Happy or not Customer Effort Score CSAT Trustpilot Therefore METRIC Improved More Than More Than
- 19. All rights reserved Morris Pentel Net Promoter Score Happy or not Customer Effort Score CSAT Trustpilot Therefore METRIC Improved again!!!!! More Than More Than
- 20. All rights reserved Morris Pentel Case Study: Using Conversation based Emotion Analysis + Emotional Channel Modelling. Rapidly setting up a EQA Test point and finding quick wins “…….this helped so we can create the in store experience over the phone” Howdo we change
- 21. All rights reserved Morris Pentel Why calls? We can use any data but calls are easier to start with as a first step. They are quick to fix cost effectively. Having better conversations = better outcomes and you can measure the ROI We want to get a sense of the experience for both customers and agents - In voice you can hear both sides of the experiences so you can score Customer and Agent experience together and compare them! The quickest source for the test was agents in the voice channel although the process is the same in all channels. We set up a sensor* but we only used conversation tools and some basic AI. We listened to calls using our e-score processes. Listen to phone calls We listen for a large range of indicators
- 22. All rights reserved Morris Pentel We are looking at emotional exchanges like emotion affects such as micro-expressions hesitations, at this level of detail Slow down We started by looking for large variations or big scores as we observe the experience and listen to a call, with about 100 different items on our observational agenda Then we focus in more details until we are able to identify the actionable insights with the biggest impact at the micro level We are identifying best and worst practice so you can start to drive improvement
- 23. All rights reserved Morris Pentel Customer Agent Both Sides of the conversation In every thought you can hear the emotions 1 2 3 1 2 3 Are you solving my problem Do you care How do I feel How much effort How much satisfaction How can I help I want to tell you my outcome I want to tell you my priority Where is he I want to say how I feel How do I feel? My wait was not nice LATE LATE Time is passing This is not the beginning of this story and you are not the story I can’t see you My Brand relationship is at stake I want to feel better Can I trust you? Process related Info such as order numbers and reference numbers DPA containing 3 + bits of info = Effort and emotional change Turn Customer into co- operator - meet emotional need first by meeting brand expectation Create new opening behaviour How well do my systems work and how do I protect the brand
- 24. All rights reserved Morris Pentel We apply some AI tools to help identify patterns in conversations Filter AI
- 25. All rights reserved Morris Pentel Best and Worst Training tools Best and Worst focus is the core of most continuous improvement methodologies We use it to create training tools so a continuously improving understanding becomes part of the daily habits of each member of staff We help improve outcomes for both customers and agents by designing better conversations. Then we help you to integrate improvements into agents daily lives and measure the improvements. Conversational or experience micro projects. Always self - calibrated by your best and worst practice and your profile therefore always actionable
- 26. All rights reserved Morris Pentel Emotional Fulfilment Arc EmotionalFulfilment Functional fulfilment High Low High Pre-call Activity Introduction Ending Lesser Practice Functionally led fulfilment supported by emotional fulfilment Emotionally led fulfilment supported by functional fulfilment Better Practice Better Practice Vector Plotting the best and worst Plotted Best Practice Vectors for all factors Exchange fulfilment Symbolic fulfilment Sign fulfilment
- 27. All rights reserved Morris Pentel Outcome for Waitrose Best Practice - Identified what best and worst emotional experiences sounded like so they can be used to help calibrate and improve best practice Actionable Insights & Improvements - Identified some emotional effort road block and other points in the conversation that could be improved emotionally and provided some tactics to test Compared Channels - Measured emotion, complexity of journey and effort for agents and customers against in-store experience and social media Delivered Report
- 28. All rights reserved Morris Pentel Feedback from both Clients “It started to have an impact in days of rollout! this helped so we can create the in store experience over the phone” sitel also said: It was a great success. Easy to understand for all the stakeholders. The audit gave us a lot of things we could use straight away. We are so pleased we are already looking at expanding the programme into other clients” Waitrose also said: it provided quick reliable actionable insight “We also found how we can help improve the way advisors interpret customer emotion and behaviour ….and how systems, knowledge and monotony of reoccurring issues can drive attrition, negative language in conversations and lack of motivation to surpass customer expectations on occasions. …..the E-Score EST (Emotional Support Team) are helpful and friendly and when we explained about the drive to reduce effort they quickly focused on emotions that we could action quickly
- 29. All rights reserved Morris Pentel Amazon Habit Centered Momentum Part of their design expenditure is on habit How much is your spend? Part of how you spend your time releasing: good chemicals, feelings, autonomy, mastery, and purpose, etc. as a shopping experience
- 30. All rights reserved Morris Pentel In context an experience - not a survey! More than 1000 data segmentation options from design 11m 30 sec engagement 70% Completion Case study – Dublin Bus Working with WIZU.COM
- 31. All rights reserved Morris Pentel VOC BOC (Behaviour of Customer) The most powerful enriched input to business strategy Is a core part of the Customer Experience not a separate activity Actions are part of communications so treat of all of your customer behaviour in the same way you analyse the VOC Collect it and use it NOW to change this experience
- 32. All rights reserved Morris Pentel What can we do tomorrow? 1. Find a better way to talk to and about your customers 2. Ask questions as you go through the call - not post call surveys 3. Listen for emotional baggage and carry it for the customer 1. Use best practice loop to improve behaviour 2. Explain the processes as you go if appropriate (unless the customer has been through the process before) 3. Ask yourself if the customer was more or less angry at the end of the call? 4. Get out of the way of your customers and staff and they will build you a better business 5. Be careful of faster horses
- 33. All rights reserved Morris Pentel Morris Pentel Thanks info@cxfo.org