More Related Content Similar to Delta satisfaction how to avoid unintended bias when you research customer satisfaction Similar to Delta satisfaction how to avoid unintended bias when you research customer satisfaction (9) More from Beyond Philosophy More from Beyond Philosophy (20) Delta satisfaction how to avoid unintended bias when you research customer satisfaction1. Delta Satisfaction
How To Avoid Unintended Bias
When You Research Customer
Satisfaction
Beyond Philosophy
Steven Walden, Senior Head of Research and Consulting
Qaalfa Dibeehi, Chief Operating and Consulting Officer
www.beyondphilosophy.com
2. The Beyond Philosophy Perspective
Customer Experience Thought leadership is New fourth book
is all we do! our differentiator Is now available
Offices in London,
Atlanta with partners in
Links with academia Focus on the emotional side of
Europe & Asia
Customer Experience
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3. We are Proud to Have Helped Some Great Organizations…
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4. Delta Value Learning Objectives
Discover how
dissatisfaction is hidden or
being under-estimated
Understand Anchoring bias
and its implications
Learn how Delta Value
gives a more complete
measurement of
Satisfaction/Dissatisfaction,
Trust/Distrust, Willingness
to Recommend/Reputation
Destroyer
Explore actual case studies
with information you can
use
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4
5. The Revolution
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
CSAT Very Neither satisfied Very
Dissatisfied Nor Dissatisfied Satisfied
1 2 3 4 5
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither satisfied Very
Dissatisfied Nor Dissatisfied Satisfied
1 2 3 4 5
∆SAT On a scale from 1-5, (where 1 means not at all dissatisfied and 5 means very
dissatisfied) tell us how dissatisfied you are with your train service.
Not at all Very
Dissatisfied Dissatisfied
1 2 3 4 5
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6. DELTA VALUE
WHY BOTHER?
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7. Why Satisfaction? the baseline KPI
Source: Wikipedia
Turel, Ofir; Alexander Serenko (2006). "Satisfaction with mobile
services in Canada: An empirical investigation
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8. Why Satisfaction: the baseline for emotion (Kano)
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9. Four Problems with Satisfaction
• It overestimates actual
satisfaction
• It ever so slightly biases
towards positive answers
• It does not take account of the
fact that we customers can be
happy and unhappy about
aspects of a product/ service at
the same time
• It plateaus at the high end
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10. What makes for a good measure?
One that is psychologically valid i.e., covers the concept
in the mind of the consumer correctly not one that sounds
correct on paper or as a mathematical interpretation
One that covers the dimension in question adequately
Current measures are mathematically valid, not
psychologically valid
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11. Looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied Satisfied
1 2 3 4 5
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12. Looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied Satisfied
1 2 3 4 5
Conceptually it is accepted that Customer Satisfaction has to be
measured on a continuum that runs from very dissatisfied to very
satisfied
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13. Looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied 3.5 Satisfied
1 2 3 4 5
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14. Looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied 3.5 Satisfied
1 2 3 4 5
What is the psychological interpretation of this score? Does it
adequately enable consideration of dissatisfaction, in the minds of
the consumer! Does it enable consideration that things can be both
at the same time? If not then it lacks validity, even though it maybe
mathematically valid.
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15. Delta Value: looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied 3.5 Satisfied
1 2 3 4 5
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16. Delta Value: looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither satisfied Very
Dissatisfied Nor Dissatisfied 3.5 Satisfied
1 2 3 4 5
Anchoring and adjustment is a psychological heuristic that
influences the way people intuitively assess probabilities.
According to this heuristic, people start with an implicitly
suggested reference point (the "anchor") and make
adjustments to it to reach their estimate.
The anchoring and adjustment heuristic was first theorized
by Amos Tversky and Daniel Kahneman. In one of their first
studies, the two showed that when asked to guess the
percentage of African nations which are members of the
United Nations, people who were first asked "Was it more or
less than 10%?" guessed lower values (25% on average)
than those who had been asked if it was more or less than
65% (45% on average).
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17. Delta Value: looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied 3.5 Satisfied
1 2 3 4 5
Okish
Platform Interior
Construal is a social psychological
term used to describe how a person
Memory perceives, comprehends, and
Construal interprets the world around him or
her,
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18. Delta Value: looking at Customer Satisfaction
On a scale from 1-5, (where 1 means very dissatisfied and 5 means very
satisfied) tell us how satisfied you are with your train service.
Very Neither Satisfied Very
Dissatisfied Nor Dissatisfied 3.5 Satisfied
1 2 3 4 5
Okish
Platform Interior
„I do not pull out dissatisfaction moments, but bland moments; the
scale is a mathematical solution, not a psychological one.
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19. Delta Value: Unipolar solution
On a scale from 1-5, (where 1 means not at all dissatisfied and 5 means
very dissatisfied) tell us how dissatisfied you are with your train service.
Not at all Very
Dissatisfied Dissatisfied
1 2 3 4 5
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20. Delta Value
On a scale from 1-5, (where 1 means not at all dissatisfied and 5 means
very dissatisfied) tell us how dissatisfied you are with your train service.
Not at all Very
Dissatisfied Dissatisfied
1 2 3 4 5
Poor
Very crowded Rude inspector
Memory
Construal
Changes
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21. Delta Value
On a scale from 1-5, (where 1 means not at all dissatisfied and 5 means
very dissatisfied) tell us how dissatisfied you are with your train service.
Not at all
Dissatisfied
1.8 Very
Dissatisfied
1 2 3 4 5
Poor
Very crowded Rude inspector
Memory
Construal
Changes
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22. Prospect Theory
Losses speak louder than gains. Satisfaction is most sensitive to
negative construals; ironically, a bi-polar scale mutes its effectiveness
as a measure by failing to emphasis where losses occur.
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23. Delta Value
On a scale from 1-5, (where 1 means not at all Satisfied and 5 means
very Satisfied) tell us how satisfied you are with your train service.
Not at all
Satisfied
3.6 Very
Satisfied
1 2 3 4 5
OK
Slightly late Interior
Memory
Construal
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24. ∆SAT vs. Traditional CSAT
Which is a valid representation?
∆SAT 1.8
CSAT 3.5
Delta values are applicable to all indicators
and change the resource allocation drivers.
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25. What if we just ask opinion?
Not how satisfied but what do you think?
Lazarus tells us how people can have a positive
and negative response at the same time.
“We argue that customers are simultaneously satisfied and
dissatisfied and more over the relation of satisfaction and
dissatisfaction forms a system of meaning upon with they
draw and make behavioural decisions.”
Paaige K. Turner, Robert L. Krizek
Management Communication Quarterly, Volume 20, Number 2 (November 2006)
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26. Airport Screen
Unhappy: can hardly see it
Happy: flight is on time
Now rate the Airport Screen Experience!
Unhappy ___________Happy
There is a problem of Phenomenology inherent in quantitative
questioning i.e., it is always an artifice in may or may not capture
the full conceptual representation of an object.
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27. The meanings
X drives satisfaction A driver to satisfaction
X does not drive dissatisfaction
X drives satisfaction Example: parts of the call centre cause
X drives dissatisfaction satisfaction, parts cause dissatisfaction
X drives satisfaction A mega driver to satisfaction
X reduces dissatisfaction
X does not drive satisfaction No impact
X does not drive dissatisfaction
X does not drive satisfaction A driver to dissatisfaction
X drives dissatisfaction
X does not drive satisfaction A hygienic action
X reduces dissatisfaction
X reduces satisfaction Partioned experience: parts + and parts -
X reduces dissatisfaction
X reduces satisfaction A mega dissatisfier
X drives dissatisfaction
X reduces satisfaction A blandiser
X does not drive dissatisfaction
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28. DELTA VALUE
THE EVIDENCE
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29. Example: Fortune 500 Financial Services Company
Statement
Satisfaction Dissatisfaction Delta Satisfaction
Experience strongly drives
PE= 49.2% PE= 62.9% PE= 51.2% dissatisfaction -
a destroyer of
Usage 0.29 -0.12 0.31 satisfaction not
picked up
normally
Marketing 0.09 --- ---
Marketing has
Statement --- 0.52 -0.28 no value
Call Centre Experience -0.07 --- -0.04 Usage and
Complaints are
even more
Complaints experience 0.36 -0.19 0.51
important as
active reducers
Overseas call center -0.02 --- --- of dissatisfaction
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30. Example: Global Telecommunications Company
Delta Traditional Delta Variance under
Factor Label CSAT Dissatisfaction Less investment in
Satisfaction Allocation Allocation Delta
Customer Care,
1 1
Customer
In-store and
care
0.74 -0.33 1.07 44% 27% -17%
Network
Joining
--- --- --- 0% 0% 0%
Network both
drives CSAT and
2 2 Dissatisfaction
In-store
-0.5 0.27 -0.77 30% 22% -8%
High investment in
3
Advertising/
Brand
0.09 -0.16 0.25 5% 13% Product
8%
Experience
Network
0.35 0.12 0.23 3 21% 10%
Delta Satisfaction
-11%
actually predicts
there will be 28%
x 1
Product
--- -0.33 -0.33 0% 27% less 27%
return on
Experience (RoX)
VARIANCE
CSAT DELTA
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UNDER DELTA 30
TOTAL BY
31. To accurately allocate resources take proper account of the
customer experience
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32. A valid picture is only achieved by understanding its
opposite
Customer Satisfaction
Customer Dissatisfaction ∆SAT
Positive Word of Mouth
∆WOM
Negative Word of Mouth
Trust
∆Trust
Distrust
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33. Managerial Implications
Keep with your current Satisfaction,
Recommendation measures – you have
great longitudinal data
Complement these with a clear
understanding of Satisfaction and
Dissatisfaction (or positive and negative
sides of your measures)
Model in these Delta Values when making
resource decisions
Analyse negative information (i.e., what
drives dissatisfaction) as an active
measure
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34. Don‟t just look at one side of the equation
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35. Thank You
Delta Value
Beyond Philosophy
Qaalfa.Dibeehi@beyondphilosophy.com
Chief Operating and Consulting Officer
Steven.Walden@beyondphilosophy.com
Senior Head of Research and Consulting
www.beyondphilosophy.com