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From Customer Emotions to Actionable Insights, with Peter Dorrington

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From Customer Emotions to Actionable Insights, with Peter Dorrington

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From Customer Emotions to Actionable Insights -- A presentation by Peter Dorrington, founder, XMplify Consulting, at the 2020 CX Emotion conference (https://cx-emotion.com), July 22, 2020.

From Customer Emotions to Actionable Insights -- A presentation by Peter Dorrington, founder, XMplify Consulting, at the 2020 CX Emotion conference (https://cx-emotion.com), July 22, 2020.

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From Customer Emotions to Actionable Insights, with Peter Dorrington

  1. 1. From Customer Emotions to Actionable Insights Peter Dorrington Founder, XMplify Consulting 22nd July 2020 22 July 2020 ©2020 XMplify Consulting. All rights reserved 1 …setting an example to follow
  2. 2. First, a few words about me 22 July 2020 ©2020 XMplify Consulting. All rights reserved 2 • 40+ years of practical experience • Experience Management (XM) • Customer Experience (CX) • Employee Experience (EX) • Partner Experience (PX) aka B2B CX • Combining data science + behavioural science …understanding why people do what they do, what they are likely to do next, and how organisations should best respond
  3. 3. So, before we begin… How are you feeling right now? 22 July 2020 ©2020 XMplify Consulting. All rights reserved 3
  4. 4. Feelings are an important part of how we interpret experiences – but not the whole story “At the end of the day people won't remember what you said or did, they will remember how you made them feel” ― Maya Angelou Neuroscience shows that all human decisions contain an emotional component - which is not to say that decisions are always made emotionally 22 July 2020 ©2020 XMplify Consulting. All rights reserved 4
  5. 5. Why should we care? Quantifiable business results! Used well, emotion analytics can lead to better decision-making, resulting in: • Differentiation from competition • Increase revenue • Lower costs • Protect margins • Reduce customer churn, and • Improve satisfaction and advocacy 22 July 2020 ©2020 XMplify Consulting. All rights reserved 5 Increased Revenue More Products Lowered Costs Reduced Churn
  6. 6. Emotion Analytics can impact every phase of the customer lifecycle Acquiring Identifying what customers care about Targeting similar customers Accelerating the buying process Retaining Targeting ‘at risk’ customers Rewarding loyalty Promoting economic activity Onboarding Targeting activation campaigns Supporting onboarding Making Recommendations Engaging Encouraging self-service Personalising NBA Delivering empathic experience 22 July 2020 ©2020 XMplify Consulting. All rights reserved 6
  7. 7. What customers value and how they choose a vendor Motivation Psychological Rational / Functional SelectionCriteria Internal • Habit • Self-esteem / pride / prestige • Autonomy • Belonging • Distinction / uniqueness • Competence / ambition / self-development • Pleasure-stimulation • Physical wellbeing • Self-actualisation / meaning • Security • Popularity-influence / sex appeal • Money-luxury • Emulation / imitation • Removal of pain • Suitability to need / utility • Durability / quality • Variety of use / adaptability • Economy / price / affordability • Safety / fear / anxiety • Ease / quickness • Profitability / value • Curiosity • Scarcity External • Awareness • Appearance • Recommendation / trust • Imitation • Exclusivity / prestige • Habit • Convention • Convenience • Accessibility • Price • Availability of credit • Payment mechanism • Associated services • Ease of purchase • Prior customer experience • Reputation 22 July 2020 ©2020 XMplify Consulting. All rights reserved 7 CustomersVendor Marketing PurchaseProfit EconomyPrice Features Convenience Proximity Capacity Availability Costs ‘Need’ Suitability Satisfaction
  8. 8. Why apparently similar people behave differently Human decisions are based on multiple factors: Needs ‘Rational’, bounded – price, availability, convenience Wants ‘Emotional’, unbounded – more joy, less fear, increased certainty External Influences The ‘wisdom of crowds’ (e.g. star ratings, recommendations) Internal Biases Cognitive & unconscious biases (faulty logic / prejudice) Stimulus & Context What I am trying to do, where, when, how… History Recalling prior experiences, expectations, habit 22 July 2020 ©2020 XMplify Consulting. All rights reserved 8 What I Need What I Want External Influences Internal Biases Stimulus History
  9. 9. Emotions, Arousal, Valence and Dominance 22 July 2020 ©2020 XMplify Consulting. All rights reserved 9 High Arousal Low Arousal PositiveValence (pleasant) NegativeValence (unpleasant) Sad Joy Calm Based on the circumplex model of emotion developed by James Russell Enraged Annoyed Angry Serenity Apprehension Pensiveness Annoyance Joy Fear Sadness Anger Ecstasy Admiration Terror Amazement Grief Loathing Rage Vigilance Based on the research of Robert Plutchik
  10. 10. Longitudinal effect on emotional attachment Example: how our feelings about a car change over time 22 July 2020 ©2020 XMplify Consulting. All rights reserved 10 pre-purchase ‘new car’ ‘my car’ ‘a car’ ‘old car’ ‘wreck’ ‘classic’ ‘vintage’ attachment t
  11. 11. How to represent emotion for analysis 22 July 2020 ©2020 XMplify Consulting. All rights reserved 11 The person feeling the emotion(s) What Where When Why Subject Emotion(s) Intensity Aspect(s) Start Time Duration The stimulus (cause) of the emotion Their location (physical or virtual) when the emotion started What emotions are they feeling about the ‘subject’ What about the subject is causing an emotional response? The peak intensity of each emotion they are feeling We rarely feel one emotion in isolation How long after the stimulus did the feeling start / last Trigger time When the stimulus event happened When the emotion began to change How long it took the emotions to return to ‘normal’ What does this person care about and why
  12. 12. High-level flow – research phase 22 July 2020 ©2020 XMplify Consulting. All rights reserved 12 Emotional personae Customer records Verbatim narratives Quantitative data Topic modelling Emotion analytics Sentiment analytics Behavioural analytics Correlation models Grouping models Explanatory models Predictive models NLP / NLU Moments that matter Model factory Modelling Journey Analysis Surveys Ontology / taxonomy
  13. 13. High-level flow – operational phase 22 July 2020 ©2020 XMplify Consulting. All rights reserved 13 Emotional personae Customer records Quantitative event data Behavioural scoring Moments that matter Model factory Customer emotion delta scores Customer emotions table Model tuning Regular refresh Operational systems
  14. 14. Emotions and change management - employees are people too The Vision To Results framework allows leaders to set up a really solid platform for transforming employee motivation and performance in delivering the organisation’s goals • Set Direction – provides clarity; what is the goal? Why is it important? What does the data say? And, how to inspire the change • Engage & Excite – Often overlooked, this section focused on gaining ‘buy-in’ and gauging willingness to change • Enable & Execute – Align execution around best practice, allocate the work and ensure accountability • Sustain Momentum – Measure and celebrate success, adapt to change and identify future requirements. ©2020 XMplify Consulting. All rights reserved 14 Vision Reality Strategy Believability Desirability Capabilities Prioritised Activity Accountability Maintain Energy High Visibility CreateContextDrivePerformance Rational Emotional Set Direction Engage & Excite Enable & Execute Sustain Momentum 1 2 3 4
  15. 15. Summary • Feelings are an important part of how we interpret experiences • Deployed effectively, emotion analytics delivers quantifiable business results • There are lots of factors that contribute to a customer's decision to act • I recommend using a small number of emotions - we can derive nuance • Time is also a factor, influencing about how strongly we feel about something • For analysis, we need to know more than just 'what feelings, and when' • Deployment has 2 phases: research and operationalising • Employees are people too - we need to address their emotional needs 22 July 2020 ©2020 XMplify Consulting. All rights reserved 15
  16. 16. 22 July 2020 ©2020 XMplify Consulting. All rights reserved 16 peter@xmplify.co.uk linkedin.com/in/peterdorrington @pdorrington

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