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Jump for Joy
- 1. Jump For Joy Marcel Korst Advancing the Understanding and Application of Personality Analytics
- 2. #call2loyalty Looking Back: Emotions & Personality Matter “Innovative CX makes a difference” “Emotion is the most powerful lever for better CX” “The best agents connect with different personality styles” “Start with measuring emotion” & “use personality to measure emotion” “Design for emotion in your customer experience”
- 3. #call2loyalty Statsocial Uses Behaviors for Advanced Targeting
- 4. #call2loyalty Statsocial Uses Behaviors for Advanced Targeting
- 5. #call2loyalty Hirevue Uses Behaviors for Recruiting
- 6. #call2loyalty Gartner Created a Personality Category “Customer personality analysis evaluates customers according to their attitudes, communication or decision- making style….” Hype Cycle for Customer Analytic Applications, 2016
- 9. #call2loyalty Digging for Gold in the Contact Center 200 300 400 500 600 700100 162.5M (866x) 350,000 300,000 250,000 200,000 150,000 100,000 50,000 CONVERSATIONS SURVEYS 187.5k CONVERSATIONS AVERAGE WORDS
- 10. #call2loyalty More Than One Feeling Joy Anger Sadness Fear Fear Sadness Anger Joy No Others Emotions Detected 58% 29% 9% 5% 40% 39% 13% 8% 39% 25% 29% 7% 43% 21% 26% 10% Base: 118,116 contact center calls across 11 large companies Source: Mattersight Personality Labs Analysis: Temkin Group and Mattersight Personality Labs
- 11. #call2loyalty Joy Leads to the Best Calls Calls TransferredCall TimeNPS Joy Anger Sadness Fear 0.49 1.25 1.06 2.40 1.40 0.81 1.22 1.34 0.82 3.53 1.87 0.87 Company Average (1.0) Base: 118,116 contact center calls across 11 large companies Source: Mattersight Personality Labs Analysis: Temkin Group and Mattersight Personality Labs
- 13. #call2loyalty How You Can Use Personality Labs PUBLISH NEW RESEARCH EXPLORE RESEARCH ARTICLES INVITE GUEST SPEAKERS
Editor's Notes
- What a great insights we got today. We started at looking how customer experience makes an impact to bottom line results, what a big role emotion and personality play. Maxie from Forrester showed us best-in class approaches for measuring and Jenn talked about making it an integral part of your design. All of the insights are backed up by vast bodies of research and pointing in the same direction – emotion and personality matter. More and organizations are picking up on this notion and using it in different applications.
- The first example I’d like to share Statsocial. They enable marketer to create more compelling messages to prospects and customers. T
- Adding personality provides us with a much richer view of Anna. In this specific example marketers experimented with providing.
- Here is another example. Many companies attending today are using HireVue to help with screening of employees. For those of you who don’t Hirevue – they do the first round of interviewing through a tool, record the responses and apply analytics to help spot the best candidate against a number of criteria. In this specific scenario people applying for role in a call center where the HireVue platform is capturing their responses – reducing time for hiring managers for the first round of filtering. HireVue captures the personality as part of the scoring and uses the Process Communication Model to measure the amount of distress in the interview responses during roleplay excercises.
- There are many more examples out there. Gartner picked up on this trend and created two months ago a new technology category called customer personality analysis. It describes how application using behavioral models like Myers Briggs, Big 5 or the Process Communication Model are used in different functional areas – ranging across marketing segmentation, marketing communication to create more personalized content, recruiting, training, sales and customer service. Customer Personality Analysis Analysis By: Gareth Herschel Definition: Customer personality analysis evaluates customers according to their attitudes, communication or decision-making style, rather than according to their specific actions, requirements, value or level of satisfaction. In general, customers are matched to a limited number of predefined styles based either on directly captured data (such as word usage from call recordings or subjects they have chosen to comment on in social media) or data derived from analysis of behaviors (such as purchasing products with a consistent set of attributes). Position and Adoption Speed Justification: Although the academic literature about personality profiles has been around for decades (one of the best known tests — the Myers-Briggs Type Indicator — has its origins in the 1920s), the ability to automatically interpret all customers' behavior in a consistent and accurate way has only become feasible in the past decade. The increasing maturity of the intellectual grounding of the concept, and of the necessary technologies, has outstripped the awareness of how this concept might be applied and the willingness to use this technique in preference to other (more traditional) ways of segmenting and understanding customers (for example, those based on demographic profiles or transaction histories). As organizations identify use cases for this type of analysis, the maturity of the technology should enable swift adoption and the move to maturity. User Advice: Organizations seeking to differentiate the customer experience rely on segmentation, but there are various types of segmentation and this is just one. Apply this type of segmentation when the customers' requirements are not clear, but there is an opportunity to engage with the customer at an emotional level. Different approaches to customer personality analysis will be suitable in different circumstances (for example, communication style analysis may be helpful in a call center, while attitudes to risk or convenience may be more suitable for product recommendations). Business Impact: Service centers have used this technique to reduce handling time — average handle time (AHT) or average talk time (ATT) — and to increase first contact resolution (FCR) rates by routing the customer to an agent they will "get on" with, due to their personality match. Sales environments have used this technique to align sales people with customers or prospects, resulting in increased sales conversion rates. Benefit Rating: Moderate Market Penetration: 1% to 5% of target audience Maturity: Adolescent Sample Vendors: Cambridge Analytica; HireVue; IBM; Mattersight; Mattr; Receptiviti
- At Mattersight we are passionate about making better connections using personality and to enable research and thoughtleadership which led us to creation of Personality Labs.
- Personality Labs is a non-commercial platform to truly help advance using personality. It sits at the intersection between advanced analytics and data science, behavioral analytics and personality modeling. Please let me share some example from the findings.
- On pushing analytics, the paper digging for gold outlines how you can mine the treasure trove of data within contact center. Assume an enterprise contact center that handles 250k conversations during one day. On average each conversation consists between 400-500 words – generating 162M words a day. Most organizations today are confined to using surveys to understand what happened – applying an average survey response of 2% with open txt fields this represents approx. 200k words.
- As we have seen from the previous slide – a lot happens during a conversation. Using larger data sets allows to examine over the course of a conversation. Now looking at the whole conversations it became clear that in many interactions multiple emotions come into play. You may ask yourself – what that mean; so what.
- This is were Personality Labs partnered with Temkin Group. Augmenting emotions with NPS survey results – the team was now able to correlate emotions to Net Promoter scores. Positive emotions like Joy make a difference. It leads to shorter calls with higher NPS.
- This is just snapshot of what is now available on Personality Labs. Please go and check it out.
- In addition to exploring the research articles, there are more ways how you can leverage personality labs. We have access to speakers that can present the published information. Additionally, we are supporting new research leveraging anonymized datasets – for example a question we received last week; is there a difference in customer satisfaction scores for customers calling in from a cell phone or a landline, would they require a different experience? Thx Ya’ll