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Escore contact centre l2 slides day 1


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This is the CXFO E-score Contact Centre Day 1 Slides

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Escore contact centre l2 slides day 1

  1. 1. E-Score Managing Customer Emotions Contact Centre Level 2
  2. 2. Agenda Day 1 • Understanding Emotions • Understanding Conversations
  3. 3. 1 Talking about emotion 2 Analysing Conversations 3 Developing HBT (Habit Based Transformation) 4 Continuous improvement E-score Cycle
  4. 4. Step 1 - Talking about Emotions • Using “common language” to create a clear understanding of emotions. Emotions can be divided into 4 key elements that are crucial to our understanding of their relationship to experience • Thought • Feeling • Priority • Stakeholders • Context • By focusing on these elements we can easily build a common understanding of emotions as they impact our behaviour as customers or colleagues • The e-score model is platform agnostic and can be used across all channels
  5. 5. On a scale of 1 – 10…….. Can you think of 10 things in your life that are a perfect 10 Feelings are much more accurate to score than numbers
  6. 6. E-score Think about 10 things in your life that are ok or a little or a lot! OK Care Very very very More than Don’t Ok Centred Metric 1 - 10 Based
  7. 7. Active Passive OK Care Very very very More than Don’t Ok Centred Metric
  8. 8. Terrible wonderful I’m in love I really hate them Fine Awful Fantastic You will not believe it Fit as a fiddle Unbelievable Unbelievable Impossible Impossible Worse than averageBetter than average A bit down good You will not believe it We instinctively understand this model of verbal answers We can describe feelings with words on an emotional scale – its implied in behaviour chill cool happy Impossible Sick Sick How do you feel about? Emotion-Score Verbatim Calibration Wall OK
  9. 9. Active Passive OK A lot Completely Really Unbelievable A little Ok Centred Metric
  10. 10. Feelings Passive Don’t Know Don’t Care Care but not enough Active Care and will speak or act Care and speaking and acting now Care and action is my primary purpose
  11. 11. Core Functional its instrumental purpose (use value). A torch , for instance, lights; a knife cuts. 1 Exchange its economic value. One carving knife may be worth three fish knives; and one torch maybe worth 500 matches or one sheep etc. Both are different exchange values. 2 Symbolic a value that a subject assigns to an object in relation to another subject (i.e., between a giver and receiver). A pen might symbolize a student's school graduation gift or a commencement speaker's gift; or a diamond may be a symbol of publicly declared marital love. 3 Any value proposition is always made up of elements in different %’s This is how you create your own template Core Values are ones that you share with customers or not! Sign its value within a system of objects. A particular pen may, while having no added functional benefit, signify prestige relative to another pen; a diamond ring may have no function at all, but may suggest particular social values, such as taste or class. 4 Build a context / value matrix - this contains experience within an e-score model
  12. 12. Meeting Habits You are learning how to build a Notepad Using conversation analysis to turn conversations into maths, insight and data accurately in an excel spreadsheet. Then to use that to develop a reporting stack connect it to your customer journey and other elements of your customer experience
  13. 13. Take notes of what people say in meetings verbatims, VoC etc.
  14. 14. Note that different stakeholders have different views about the same thing
  15. 15. Talk about the feelings Howe strong are the feelings ….of what people say in meetings verbatims, VoC etc. using the e-score model
  16. 16. feelings overview Any easy to understand view of the feelings involved
  17. 17. Talk about the priorities using the e-score model with basic common language terms Not Bottom Low Average High Top
  18. 18. Emotional Priorities using the e-score model How do they align?
  19. 19. Exercise Working as a group you will discuss the thought feeling, priority and context as though you are a family with different ages from small children through to elderly parents • You are buying a new home and you want to get certain things for you and those who you live with. • Members of the family have different needs both socially and practically. • There are several properties that you might like to consider but you need to discuss what is important to each member of your family • You must consider the budget constraints terms of location and size • What other factors influence your decision
  20. 20. Step 2 – Analysing Conversations Conversation is designed to be understood – that is its purpose Conversation is the single richest source of actionable customer insight available to every organisation that can change outcomes. It is also the most underused. Conversations are habits. It doesn’t matter if it’s a phone call an instore conversation or a digital chat unlocking the patterns of conversation will be the next step change in Customer Experience By analysing conversation you can create a habit based transformation programme that is cheap, easy to role out and gives a bigger bang per buck than any other methodology and you can see the results through your normal Metrics.
  21. 21. Table of Conversation Analysis Indicators 1. Project Breakdowns 2. Tone of Voice 3. Speed of conversation 4. Silent moments 5. Ignored Questions and Statements 6. Long Statements 7. Over talk Positive/Negative 8. Repetition 9. Mismatched comments 10. Asking for explanations or more information 11. Agreements and Disagreements 12. Increased Agitation/ Excitement 13. Emotional Baggage 14. Conversation Outcomes
  22. 22. 1. Project Breakdowns Conversations are a series of micro projects on a raceway starting at the beginning of a conversation and ending with goodbye 1. Each project has a simple structure that can be thought of as a type of habit. These are social in nature but are at the core of conversation 2. After a party initiates any project it is important to look at the beginning and ending of the project as well as its outcome to find emotional efficiency and to score the conversational value 3. We will look at detailed examples of this through this section what successful and unsuccessful projects will be 4. Think of each project as a building block for the Analyst to understand and to score
  23. 23. 2. Tone of Voice In the CC environment we are looking at the tone of voice for both the Customer and the agent so here are some basic questions about tone that should be used to score a conversation 1. What is the starting tone of both sides of the call? 2. Do both sides start to match? 3. Does the tone improve during the call? 4. How is that indicated 5. What caused the change
  24. 24. 3. Speed of conversation The speed of a conversation plays a vital role in the outcome (successful or otherwise) 1. Is the customer in a hurry or want to talk slowly to make sure they understand? 2. Are you using empathy to match the customers pace and able to control the pace of the conversation? 3. Can you shorten the call for a customer in a hurry by taking some of the actions after the call where appropriate? 4. How much Customer time is wasted in the conversation by processes or the need for agents to use complicated processes that add to the stress? 5. Does the agent have enough time to complete the appropriate tasks in the conversation?
  25. 25. 4. Silences There are several patterns of Silence to be aware of in conversation analysis and each can indicate different things. Over time you can develop and start to score these silences . As you come to understand them better you can use them to improve your outcomes 1. Is your agent and customer silent at the right points in the conversation 2. Is the customer silent because they are listening to what the agent is saying? 3. Is the agent silent because they are trying to concentrate on navigating through different systems rather than paying attention? 4. At the end of a silence is the response is a clear indicator of how the silence worked? 5. What are the different silence that occur in your calls? 6. Does the call end on a silence?
  26. 26. 5. Ignored Questions and Statements Ignored questions by either side are indicators of several different issues. Is the question ignored by the customer because: 1. it is asked at the wrong time – is the same true if you move its place in a conversation 2. It is not appropriate 3. It is ignored by either parties because it is not important? 4. The wording is not the most efficient way of explaining or asking the question 5. You must ask why of the customer and yourselves - compare the answers
  27. 27. 6. Long Statements When only one person is talking for a long period of time it is a clear indicator of a vital section of a call 1. It might be the key moment or purpose of the call 2. It might be the compliance element of the call 3. It is a danger to the bond between the caller and the agent so are there natural pauses? 4. How long is too long 5. How can you use long customer statements to build rapport?
  28. 28. 7. Over Talk There are several different types of over talk 1. Interruption – this project is failing or permission 2. Close Down – This is where the customer or agent has already understood the point being made but will not accept it 3. Agreement - This is where the customer or agent has already understood the point and starts to agree before the other person has finished 4. Passive Negative – This could range from sounds to sarcasm generally at low volume but clearly indicating mood 5. Passive Positives – as with negatives but the positive equivalent. (Low yes umm I see of course)
  29. 29. 8. Repetition There are several different types of repetition 1. Positive re- statements of understanding by other party 2. Negative re-statements of understanding by other party 3. Summary of conversation 4. Lack of understanding or clarity 5. Lack of agreement 6. Process failure 7. Building Rapport
  30. 30. 9. Mismatched Comments Mismatches are a clear indicator of the progress of any conversation and there are many different types to look out for. Poor responses to openings are a good place to start. A> Hello this is Anna how are you today? B> Hello A> Hello Bill this is Anna B> Hello B> Good Morning B> Yes?
  31. 31. 10. Asking for explanations or more information When asking for explanations or more information one of 2 states may exist. These are not the same and do not have the same impact. Explanations are a clear indicator that you have not been clear enough or that the process itself is not efficient. It indicates clearly that the conversation has gone off the rails and that there is something wrong with the conversation. More information could mean the same negatives as above but might also be part of a good process. In selling it might indicate buying signals and in general conversation it may mean that the conversation is moving down its runway.
  32. 32. 11.Agreements and Disagreements There are often enough agreements and disagreements in conversations and this is a very important area to consider in CA. Agreements may only be to end an encounter or because of the mismatch between the power within a relationship. When listening to agreements in conversation ask the following 1. Is there a real sense of both parties really agreeing 2. Are both parties happy with the agreement 3. Are there agreed next steps that both parties will be doing in a short time frame. The longer the timeframe to the next action the less likely that an agreement will stand. 4. How many agreements like this are made every day and are kept to
  33. 33. 11. Agreements and Disagreements Disagreements are a key focus for CA Disagreements may indicate 1. A key failure in a process 2. A failure to understand context 3. A step outside of fairness by either party 4. A social behaviour that is part of a particular culture
  34. 34. 12.Increased Agitation/ Excitement Conversation Analysis is all about understanding the changes to the emotional states of the parties ANY STAGE of any conversation the analyst must be looking for those changes and scoring them. Increased Agitation happens in stages and can be found through the other items you are listening for. Failure to react to this will escalate into anger with the associated impacts. Aggressive questions or responses, Over Talk Increased volume, Sarcasm and other indicators can be listened for and as with disagreements agitation must be subjected to root cause analysis. Excitement is generally a good indicator of positive outcomes but may mean that the offer is too good or that the other party on the call is no longer paying attention
  35. 35. 13.EB (Emotional Baggage) EB is a natural part of the narrative and projects that take place in a conversation. It explains the context, importance to the customer of the situation and as a standard part of the building of rapport between caller and agent. 1. You are listening for the recognition of the EB 2. You are listening for the transfer of EB to the agent. This can be scored by the number of times each party refers to the EB and in what circumstances 3. Failure to recognize and to take ownership of EB by the agent will also be detected by the repetition of the caller and will increase AHT 4. It can also result in all the other negatives you have learned in this session such as agitation disagreement etc.
  36. 36. 14.Conversation Outcomes At the end of each conversation it is wise to think of it in terms of Outcome 1. Was it a success for both parties? 2. What words and phases worked better than others? 3. Did the conversation flow? 4. Was there a lot of effort for either party and if so what can be done to reduce the effort for instance are there parts of the conversation that might be better handled through different channels or in a different order 5. If this was a conversation with your parent or child how happy would you be?
  37. 37. Would you be willing to? Remember…you can stop at any time But you are free to accept or refuse Suppose we I don’t like That sounds interesting