Successfully reported this slideshow.

Mobile measurement of what really counts emotion

1,022 views

Published on

Published in: Education, Business, Technology
  • Be the first to comment

Mobile measurement of what really counts emotion

  1. 1. Sep 10 1 Mobile Measurement of What Really Counts: Emotion! How customers’ emotions can reveal actionable insights for business Paul Roberts Managing Director, Customer and Employee Experience Mobile Research in the Mobile World December 2-3 2010
  2. 2. Sep 10 3 How do you feel? BrainJuicer® 2006 Neutral Contempt Surprise Anger Disgust Happiness Sadness Fear Conclusion: Don’t ignore your customer – acknowledge, explain & apologise!
  3. 3. Sep 10 4 Traditional Approach Overall experience Check-in was clean and tidy Check-in was easy Check-in was quick Staff were courteous Staff appearance was smart and professional Was a great start to my trip Agree Disagree Extremely Satisfied Extremely Dissatisfied
  4. 4. Sep 10 5 Leads to improved sales Customer Experience Is Important Improves customer retention Drives customer acquisition via word of mouth Helps reduce price sensitivity Gives you greater bargaining power with suppliers and distributors Small increases in satisfaction lead to increases in shareholder value. For a firm with average assets of $10 billion, we can expect an increase in value of $275m for every 1% increase in customer satisfaction. See Anderson, Fornell and Mazvancheryl, 2004
  5. 5. Sep 10 6 1. Feelings need to be re-interpreted through evaluative scales
  6. 6. Sep 10 7 2. Service offer artificially broken down into components
  7. 7. Sep 10 8 3. Surveys provide generic feedback that is not specific to time or place; when it is, then results appear some time after the event when it’s too late
  8. 8. Sep 10 9 4. Long and tedious surveys reflect poorly on business and result in low participation
  9. 9. Sep 10 10 5. And all too often serve an internal benchmarking agenda rather than providing a means of uncovering emotional experiences that lead to insights
  10. 10. Sep 10 11 Traditional scales hide what people are really feeling 6.25 6.86 6.62 6.03 5.83 5.43 0 1 2 3 4 5 6 7 Satisfaction Scale Surprised (and delighted) Contented Unemotional Sad (and disappointed) Angry SatisfactionScaleMeanScore (7ptscale) Research conducted by Westbrook & Oliver, 1991 Satisfaction scores among those feeling each emotion
  11. 11. Sep 10 12 Using a more intuitive and emotional measure in the transaction moment And how strongly do you feel [emotion]? BrainJuicer® 2006 Neutral How do you feel about your visit today? (Touch the face that best expresses how you feel) Contempt Surprise Anger Disgust Happiness Sadness Fear And why do you feel [emotion]? [MindReader® to capture reasons for each emotion]
  12. 12. Sep 10 13 One measure of emotions across a range of touchpoints
  13. 13. Sep 10 14 What we found Across all of our projects
  14. 14. Sep 10 15 When people feel warmly & efficiently treated, and expectations exceeded.. What we found 1.86 Total (2618) %ofrespondents Happiness 66% Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise The service I have received from Alison - is getting better by the day. She's great. They are good at work and heart warming staff . Thank you. Lots of staff at front to help you - better than the other HSBC banks I have been We achieved exactly what we wanted to and staff very helpful. Completely excelled on requirements, well done Jon High Recommendation correlates' to the use of someone name
  15. 15. Sep 10 16
  16. 16. Sep 10 17 1.86 Total (2618) %ofrespondents When incompetence perceived. What we found Anger 3% Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Only 1 paying in notes and 1 statement machine for such a large branch busy Still sending statements to old address despite changing it in branch There is always an ATM not working but no sign on it Because we have been waiting 25 mins just to get a change of name form. Asked for card to be sent to branch, come back twice after 10 working days. No card.
  17. 17. Sep 10 18 1.86 Total (2618) %ofrespondents When customers feel taken for granted and at the end of their tether What we found Disgust 2% Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Appalling ISA rate for existing long standing customers What are you going to do? Bank not open and it’s 9.10 £25.00 overdraft 'arrangement fees' even when overdraft not used. I'm leaving Poor printouts of receipts, very blurry and hard to read Pens don't work!!!!!!!!!!!!!! Employee moving outside but don’t worry about queue
  18. 18. Sep 10 19 Emotional Response by week: Branch C Week 5 (26th– 31st Oct ) 10 52 18 00 6 11 3 2.06 Week 2 (5th– 10th Oct ) 4 65 22 11 3 3 1.86 2 Week 3 (12th– 17th Oct ) 2 61 25 10 3 2 1.73 6 Week 4 (19th– 24th Oct ) 2 48 32 1 4 2 4 1.74 7 Week 1 (30th Sept – 3rd Oct) 4 67 20 2 1 3 2 1.88 2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3
  19. 19. Sep 10 20 20 Week 1 (30th Sept – 3rd Oct) Week 2 (5th– 10th Oct ) Week 3 (12th– 17th Oct ) Week 4 (19th– 24th Oct ) Week 5 (26th– 31st Oct ) 4 4 2 2 10 67 65 61 48 52 20 22 25 32 18 2 1 1 1 0 1 1 0 4 0 3 3 3 2 6 11 2 3 2 4 3 1.88 1.86 1.73 1.74 2.06 2 2 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3 Diagnoses problems in any given branch over time So lengthy queues at self-service machines Staff shortage at helpdesk Long queues Nobody offered help just carried on without saying “be with you in a moment” Half-term holiday Poor service long queue
  20. 20. Sep 10 21 It Seems that Happiness Drops off Dramatically at Lunchtime All Branches 69 72 73 60 64 62 63 64 62 20 30 40 50 60 70 80 0900-0944 (200) 0945-1029 (295) 1030-1129 (395) 1130-1229 (379) 1230-1329 (345) 1330-1429 (292) 1430-1529 (343) 1530-1629 (253) 1630 or later (116) %happy Total Sample Pre-lunch average 71.8% Post-lunch average 62.5%
  21. 21. Sep 10 22 Case Study: Global Telecommunications Company To monitor the quality of the company’s customer service seamlessly across multiple customer channels. Rationale - being able to track and therefore impact the relation between customer service, purchase / retention / recommendation. To get a larger proportion of customers providing feedback on the quality of their experience with the company. Rationale - the current system is thought to have low level of participation. To get more insightful and actionable information via this system. Rationale - the scales currently used are very one dimensional and therefore yield limited insight. Business Objectives
  22. 22. Sep 10 23 Project Setup Data from ongoing survey for the period of September 14 to October 18, 2010 with clients who had visited different store locations across Switzerland. Recruitment process: link was sent to customers’ mobile phone up to 24 hours after having visited the shop. Total number of responses received n = 424, that’s a response rate of 7.4% (vs. 16% previously). Hypothesis: non data package customers are significantly less likely to respond Respondent profile : 52% German speakers, 32% French speakers (up 16%), 7% Italian speakers and 8% English speakers Question Flow – FaceTrace® (emotion + intensity) – Selection of reason for emotion: friendliness, staff competence, waiting time or other – MindReader ® (reason why - optional) – Recommendation to a Friend (score from 0 = very unlikely to 10 = very likely)
  23. 23. Sep 10 24 Emotional Response – by Language 243 10 6 19 8 63 52 71 61 64 20 27 14 16 19 21 1 111 7 4 3 6 3 2 1.91 1.76 2.11 2.10 1.98 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% English French German Italian Total %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3 German speakers are happier than English, French, or Italian Thinking about your experience which of these faces best expresses how you felt?
  24. 24. Sep 10 25 Emotional Response – by Reason 25 9 10 4 7 8 80 66 31 42 64 7 18 44 30 19 1 3 8 2 1 2 1 1 4 16 12 6 2 1 1 2.35 2.05 1.21 1.53 1.98 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Friendliness Staff Competence Waiting Time Other Total %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3 Waiting time and ‘Other’ Reasons have the highest portion of negative emotions Friendliness and Staff Competence are felt strongly Thinking about your experience which of these faces best expresses how you felt?
  25. 25. Sep 10 26 Emotional Response – Day of Week 26 7 13 7 11 11 8 66 54 66 62 68 42 43 64 20 17 18 17 11 42 43 19 1 4 2 3 2 1 4 1 1 4 8 5 4 8 17 14 6 1 1 3 1 1.95 2.17 2.03 2.03 2.05 1.42 1.14 1.98 3 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Monday Tuesday Wednesday Thursday Friday Saturday Sunday Total %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3 * Date survey taken Thinking about your experience which of these faces best expresses how you felt?
  26. 26. Sep 10 27 Results for telecommunications company The client was able to better understand their customers on the basis of language, reason for visit and day of the week They resolved to improve customer service on the weekends, when stores were at their busiest By using a mobile platform, the company instilled a trust in their customers, showing them that their communication with the brand was not finished after purchase
  27. 27. Sep 10 28 One measure of emotions across a range of touchpoints
  28. 28. Sep 10 29 Implications of New Intuitive Emotional Approach Reveals how customers feel Measures performance and diagnoses problems all at once Human and intuitive framework for staff, revealing problems in real-time Causal relationships identified immediately, problems intuitively prioritised In the transaction moment for fresher and better feedback Allows comparisons between channels, geographies, transaction and customer types Is intuitive, fun even, for customers and reflects well on your business
  29. 29. Sep 10 30Sep 10 30 Contact Us: SatisTraction@BrainJuicer.com Paul Roberts Managing Director, Customer and Employee Experience paul.roberts@brainjuicer.com +44 7590 367 472
  30. 30. Sep 10 31 Presented @ International conference on Market Research in the Mobile World 2 & 3 Dec 2010, Berlin For more information Please visit: http://www.merlien.org

×