PSYCHOLOGIE	
  VAN	
  GOEDE	
  SERVICE	
  
DR.	
  DIRK	
  FRANSSENS	
  –	
  ONLINE	
  DIALOGUE	
  
@DXFRANSSENS	
  #DIDO14...
LET’S	
  MEET	
  FIRST	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk...
SOME	
  STATS	
  ON	
  SERVICE	
  

Bron:	
  Accenture	
  2013	
  Global	
  Consumer	
  Pulse	
  Survey	
  	
  	
  

Dialo...
GOAL	
  OF	
  SERVICE	
  

LOYAL	
  CUSTOMERS	
  
	
  HELP	
  YOUR	
  CUSTOMERS	
  
NEW	
  CUSTOMERS	
  
HAPPY	
  EMPLOYEE...
MORE	
  STATS	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Frans...
MODALITY	
  OF	
  SERVICE	
  

NEXT:	
  Self	
  Service	
  

Modality	
  of	
  Customer	
  Service	
  is	
  changing:	
  P...
MODALITY	
  OF	
  SERVICE	
  

Modality	
  of	
  Customer	
  Service	
  is	
  changing:	
  Self	
  Service	
  

Dialogue	
...
MODALITY	
  OF	
  SERVICE	
  

Modality	
  of	
  Customer	
  Service	
  is	
  changing:	
  Crowd	
  Service	
  

Dialogue	...
CUSTOMER	
  FLOW	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Fr...
CUSTOMER	
  JOURNEY	
  

Customer	
  Service	
  Journey	
  
	
  
	
  
	
  
OrientaWon	
  
	
  
	
  	
  

NEXT:	
  psycholo...
PSYCHOLOGY	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Franssen...
DATA	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Franssens	
  @...
WEBDATA	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Franssens	
...
360	
  DATA	
  

	
  
	
  
	
  
	
  
	
  	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //...
DATA	
  INSIGHTS	
  

	
  
	
  

WHAT:	
  QuanWtaWve	
  Data	
  Insights	
  

	
  
	
  
	
  	
  

Dialogue	
  Donderdag|	
...
REMEMBERING	
  SELF	
  

NEXT:	
  two	
  brains	
  

Experienced	
  self	
  versus	
  remembering	
  self:	
  a	
  story	
...
TWO	
  BRAINS	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Frans...
COGNITIVE	
  FLOW	
  

NEXT:	
  cogniWve	
  flow	
  

	
  
	
  
	
  
	
  	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  ...
COGNITIVE	
  FLOW	
  

NEXT:	
  cogniWve	
  flow	
  

+	
  14%	
  calls	
  
-­‐	
  29%	
  

Kumar	
  &	
  Telang,	
  2012	
...
COGNITIVE	
  FLOW	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  F...
COGNITIVE	
  FLOW	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  F...
AUTONOMY	
  

NEXT:	
  autonomy	
  

	
  
	
  
	
  
	
  	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
...
AUTONOMY	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
  Franssens	...
SELF-­‐EFFICACY	
  

NEXT:	
  self-­‐efficacy	
  
SELF-­‐EFFICACY	
  

NEXT:	
  peak	
  end	
  rule	
  

	
  
ü  EnacWve	
  Mastery:	
  give	
  posiWve	
  feedback	
  on	
...
PEAK	
  ND	
  RULE	
  

NEXT:	
  peak	
  end	
  rule	
  

	
  
	
  
	
  
	
  	
  

Dialogue	
  Donderdag|	
  	
  Psycholog...
PEAK	
  END	
  RULE	
  

NEXT:	
  peak	
  end	
  rule	
  

	
  
ü  Make	
  sure	
  the	
  posiWve	
  peak	
  is	
  at	
  ...
PEAK	
  END	
  RULE	
  

Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
  Service	
  //	
  	
  Dr.	
  Dirk	
 ...
HAPPY	
  J	
  

JUST	
  MAKE	
  EVERYBODY	
  HAPPY	
  J	
  
Dialogue	
  Donderdag|	
  	
  Psychology	
  of	
  Customer	
...
Upcoming SlideShare
Loading in...5
×

#DiDo14 Psychologie van een goede service - dr. Dirk Franssens

521
-1

Published on

Presentatie Maurice Beerthuyzen bij de kickoff van de 14e Dialogue Donderdag. Thema "Online Service". Weer informatie: http://ondi.me/do

Published in: Business, Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
521
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

#DiDo14 Psychologie van een goede service - dr. Dirk Franssens

  1. 1. PSYCHOLOGIE  VAN  GOEDE  SERVICE   DR.  DIRK  FRANSSENS  –  ONLINE  DIALOGUE   @DXFRANSSENS  #DIDO14  
  2. 2. LET’S  MEET  FIRST   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  Some  stats  on  service  
  3. 3. SOME  STATS  ON  SERVICE   Bron:  Accenture  2013  Global  Consumer  Pulse  Survey       Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  Goal  of  Service  
  4. 4. GOAL  OF  SERVICE   LOYAL  CUSTOMERS    HELP  YOUR  CUSTOMERS   NEW  CUSTOMERS   HAPPY  EMPLOYEES   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  more  stats  
  5. 5. MORE  STATS   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  modality  
  6. 6. MODALITY  OF  SERVICE   NEXT:  Self  Service   Modality  of  Customer  Service  is  changing:  Personal  Service   Bron:  Steven  van  Belleghem  op  FW.   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens  
  7. 7. MODALITY  OF  SERVICE   Modality  of  Customer  Service  is  changing:  Self  Service   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  crowd  service  
  8. 8. MODALITY  OF  SERVICE   Modality  of  Customer  Service  is  changing:  Crowd  Service   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  customer  flow  
  9. 9. CUSTOMER  FLOW   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  customer  journey  
  10. 10. CUSTOMER  JOURNEY   Customer  Service  Journey         OrientaWon         NEXT:  psychology   Buying   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   Enjoying  
  11. 11. PSYCHOLOGY   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  data  
  12. 12. DATA   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  webdata  
  13. 13. WEBDATA   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  360  data  
  14. 14. 360  DATA               Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  data  insights  
  15. 15. DATA  INSIGHTS       WHAT:  QuanWtaWve  Data  Insights           Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  remembering  self   WHY:  QualitaWve  Data  Insights  
  16. 16. REMEMBERING  SELF   NEXT:  two  brains   Experienced  self  versus  remembering  self:  a  story           Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   16  
  17. 17. TWO  BRAINS   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:    cogniWve  flow  
  18. 18. COGNITIVE  FLOW   NEXT:  cogniWve  flow             Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   18  
  19. 19. COGNITIVE  FLOW   NEXT:  cogniWve  flow   +  14%  calls   -­‐  29%   Kumar  &  Telang,  2012   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens  
  20. 20. COGNITIVE  FLOW   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  cogniWve  flow  
  21. 21. COGNITIVE  FLOW   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  autonomy  
  22. 22. AUTONOMY   NEXT:  autonomy             Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   22  
  23. 23. AUTONOMY   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  self-­‐efficacy  
  24. 24. SELF-­‐EFFICACY   NEXT:  self-­‐efficacy  
  25. 25. SELF-­‐EFFICACY   NEXT:  peak  end  rule     ü  EnacWve  Mastery:  give  posiWve  feedback  on  their  behavior.   ü  Verbal  persuasion:  use  social  influence  as  evidence  that  other  people  are  also   capable  of  performing  the  desired  behavior.   ü  Enhancement  (reducWon)  of  affecWve  state:  reduce  anxiety/stress  to  prevent   customers  from  believing  self-­‐service  is  not  effecWve.               Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   25  
  26. 26. PEAK  ND  RULE   NEXT:  peak  end  rule             Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   26  
  27. 27. PEAK  END  RULE   NEXT:  peak  end  rule     ü  Make  sure  the  posiWve  peak  is  at  the  end  (of  your  service  dialogue).   ü  Map  your  dialogue  and  provide  small  peaks.   ü  Give  unexpected  “gids”.               Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens  
  28. 28. PEAK  END  RULE   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens   NEXT:  happy  
  29. 29. HAPPY  J   JUST  MAKE  EVERYBODY  HAPPY  J   Dialogue  Donderdag|    Psychology  of  Customer  Service  //    Dr.  Dirk  Franssens  @dxfranssens  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×