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


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Presentatie Maurice Beerthuyzen bij de kickoff van de 14e Dialogue Donderdag. Thema "Online Service". Weer informatie:

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

  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