4. Step 1 - Talking
• 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
• 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. On a scale of 1 – 10……..
Can you think
of 10 things in
your life that
are a perfect 10
I’m in love
I really hate them
You will not believe it
Fit as a fiddle
Worse than averageBetter than average
A bit down
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
How do you feel about?
its instrumental purpose
A torch , for instance,
lights; a knife cuts.
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.
a value that a subject assigns to an
object in relation to another
(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.
Any value proposition is
always made up of elements
in different %’s
This is how you create your
Values are ones that you share
with customers or not!
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
Build a context / value matrix - this contains experience within an e-score
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
Then to use that to
develop a reporting stack
connect it to your
customer journey and
other elements of your
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
• 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
21. 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
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.
22. 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
9. Mismatched comments
10. Asking for explanations or more
11. Agreements and Disagreements
12. Increased Agitation/ Excitement
13. Emotional Baggage
14. Conversation Outcomes
23. 1. Project
Conversations are a series of micro projects on a raceway
starting at the beginning of a conversation and ending
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
24. 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
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
25. 3. Speed of
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
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?
26. 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
2. Is the customer silent because they are listening to what the agent is
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
5. What are the different silence that occur in your calls?
6. Does the call end on a silence?
27. 5. Ignored Questions
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
28. 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
29. 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
5. Passive Positives – as with negatives but the
positive equivalent. (Low yes umm I see of course)
30. 8. Repetition
There are several different types of repetition
1. Positive re- statements of understanding by other
2. Negative re-statements of understanding by
3. Summary of conversation
4. Lack of understanding or clarity
5. Lack of agreement
6. Process failure
7. Building Rapport
31. 9. Mismatched
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
A> Hello this is Anna how are you today?
A> Hello Bill this is Anna
B> Good Morning
32. 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
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.
33. 11.Agreements and
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
34. 11. Agreements and
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
35. 12.Increased Agitation/
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
36. 13.EB (Emotional
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
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
4. It can also result in all the other negatives you have learned in
this session such as agitation disagreement etc.
At the end of each conversation it is wise to think of it in terms
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?
38. Would you be willing to?
Remember…you can stop at any time
But you are free to accept or refuse
I don’t like
That sounds interesting