Mike Ashe, Vice President and Account Executive at Mattersight, discussed how a company can have easy, effortless conversations with its customers during a Thought Leadership Spotlight Presented by Mattersight at the 2014 Customer Care Leadership Forum in Denver on Sept. 11. In his presentation, “Personality Matters,” Ashe noted how a company’s employees interact with customers can have the same effects as an advertisement. According to Ashe, language is important, especially for call center agents. Listening to a call center representative, Ashe said, enables a company to learn about this agent’s personality and how he or she builds relationships with customers. Ashe added a call center agent needs to express emotions and show that he or she is empathetic to help a company improve its customer satisfaction levels: “A thoughts-based person does not want to hear ‘I’m sorry.’ They want to hear ‘Okay, I’m going to take responsibility for your issue. Here are the three things I’m going to do,’ and as soon as you say that they write down on their pad one, two, three, because they always take notes, they always know who they spoke with.” Data often is secondary for customers, Ashe said. If a call center agent makes a customer feel appreciated, Ashe pointed out, this representative can be a valuable contributor to his or her company: “There is a good way and a bad way to handle that call. The right way is for someone to say, ‘Thank you so much for taking your time to call in. You’re making Compaq the best computer company we can be,’ so we can be acquired by Hewlett-Packard. The wrong way to handle that is to say, ‘Why did you call? Why did you bother?’ because then they would feel disrespected.” - See more at: http://www.argylejournal.com/customer-care/thought-leadership-spotlight-presented-by-mattersight-personality-matters-mike-ashe-vice-president-and-account-executive-mattersight/#sthash.McU5z06N.dpuf

1. Personality Matters
Argyle Forum Denver
Mike Ashe, Vice President
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2. Mattersight…The Leader in Transforming Unstructured
Interactions into Powerful Business Insights
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Key Facts
Founded 2006
Headquarters Chicago, IL
Employees ~200
Behavioral Algorithms 8+ Million
Development to Date 650+ Man-Years
R&D Investments ($) $80+ Million
 Innovative unstructured data
analytics
 Sales, service, retention, CSAT,
and collections applications drive
3X-10X return on spend
 Growing blue-chip and middle
market customer base

3. Have you ever had a conversation with
someone where it’s easy, effortless, and
the conversation just flows smoothly?
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Language and Human Connection
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How about other times where the
conversations doesn’t flow smoothly, feels
very difficult/forced and you might as well
be speaking a different language?

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Language and Human Connection
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How about other times where the
conversations doesn’t flow smoothly, feels
very difficult/forced and you might as well
be speaking a different language?

5. Understanding Personality through Language
• That connection or mismatch is established through
recognizable language patterns
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− Key words
− Tones and tempo
− Grammar
− Syntax
− Facial Expressions
• These recognizable language patterns advertise an
individual’s underlying personality traits, and a constellation
of associated behaviors
− How we want to be interacted with
− What we want out of the interaction
− What our psych needs are – a need, not a want
− How and why we behave as we do when in stress
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6. The Process Communication Model
• In the 1970’s Dr. Taibi Kahler recognized these communication
patterns and developed the Process Communication Model (PCM)
• These communication patterns can be categorized into six
Emotions
Compassionate, Sensitive, Warm
(Princess Diana)
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personality styles
• While everyone has all of these styles, each of us has a base,
foundational personality part which strongly defines our language
and orientation to the world
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Thoughts
Logical, Responsible, Organized
(Spock)
Opinions
Dedicated, Observant, Conscientious
(Bono)
Reactions
Spontaneous, Creative, Playful
(Ellen DeGeneres)
Reflections
Calm, Introspective, Imaginative
(Mahatma Gandhi)
Actions
Adaptable, Resourceful, Charming
(Donald Trump)

7. Why It Works – Agent Variability by Caller Personality
Pat’s Accept Rate is 13.3% per Sales Call
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Pat
All Callers
13.3%

8. Why It Works – Agent Variability by Caller Personality
But all callers don’t communicate and interact the same way
and Pat’s accept rate is very different for different personality styles
Emotions (Princess Diana)
Compassionate, Sensitive, Warm
Logical, Responsible, Organized
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Thoughts (Spock)
Opinions (Bono)
Dedicated, Observant, Conscientious
Reactions (Ellen DeGeneres)
Spontaneous, Creative, Playful
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All Callers
17.6%
15.1%
9.2%
12.8%
Pat
13.3%
13.3%

9. Pat’s Not Alone…Agents Are Variable by Caller Personality
Accept Rate Variability by Agent by Caller Personality
Agent Emotions Opinions Reactions Thoughts Average
Kevin 24.4% 18.3% 29.1% 20.9% 23.9%
Hailey 9.7% 28.2% 15.2% 12.8% 15.3%
Kim 11.1% 6.1% 3.1% 11.4% 7.5%
Jeff 0.8% 2.4% 2.7% 6.4% 4.0%
Average 12.7% 12.8% 12.6% 13.3% 12.8%
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Pat’s
2nd Best Rate
Pat’s
Best Rate
Pat’s
Worst Rate
Pat’s
3rd Best Rate
Pat 17.6% 9.2% 12.8% 15.1% 13.3%
Accept Rate Variability: 600+ Seat Inbound Sales Center
Agent
Performance
Quartile
Agent’s Best
Personality
Pairing
2nd Best
Personality
Pairing
3rd Best
Personality
Pairing
Agent’s Worst
Personality
Pairing
Average
Q1 28.3% 24.0% 19.6% 15.0% 20.4%
Q2 21.3% 17.0% 13.9% 10.2% 14.4%
Q3 16.2% 12.2% 9.3% 6.2% 9.8%
Q4 8.5% 5.9% 4.2% 2.4% 3.8%
Average 18.6% 14.8% 11.8% 8.5% 12.1%

10. Personality Matters - What Can You Do About It?
1. Recognize the impact of personality and behavioral attributes on
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your business
2. Customers are looking for different styles of communication:
Personalize the experience based on their personality style and
how they digest information and communications
3. Employees handle certain personalities better than others: Coach
agents and employees on handling and connecting with customers
based on communication styles and behavioral characteristics
4. Automatically create better experiences for agents, customers and
your business by leveraging behavioral and personality data for
agent-level call routing
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Thank You!
Mike Ashe
Vice President, Account Manager
mike.ashe@mattersight.com
office: (312) 454.3603