More Than A Feeling - How to Quantify Emotion in CX
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Transcript of More Than A Feeling - How to Quantify Emotion in CX
More Than a Feeling: How to Quantify Emotion in CXMaxie Schmidt
October 12, 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 3
5 times less loyal
Evoke? Avoid? You must measure how customers feel about their experiences
Source: Wikipedia
Capturing emotions when measuring CX is a nascent practice
Source: Dominicus Johannes Bergsma
Measuring emotions is hard
Overwhelming number of measurement tools and approaches confuses
Skepticism about measuring emotions at all abounds
9© 2016 Forrester Research, Inc. Reproduction Prohibited
Campaign for emotion measurement
Build your measurement toolbox
Define metrics for key emotions1
2
3
10© 2016 Forrester Research, Inc. Reproduction Prohibited
Campaign for emotion measurement
Build your measurement toolbox
Define metrics for key emotions
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Find experiences where emotions most affect customer behavior
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Check it out! http://www.paulekman.com/atlas-of-emotions/
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Source: Maersk
Identify “value-creating” and “value-destroying” emotions
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
Valued, appreciated, confident Annoyed, disappointed, frustrated
Advocacy: 90%Enrichment: 67%Retention: 87%
Advocacy: 8%Enrichment: 13%Retention: 15%
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Examples of emotion metrics
Customers›% of customer with
negative sentiment
›% customers who feel a defined emotion
›% customers who feel negative at the end
Experiences ›% calls with high level of
negative emotions
›Ratio of positive/negative emotions per experience
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
20 to 18 to 1
64 to 1
18© 2016 Forrester Research, Inc. Reproduction Prohibited
Campaign for emotion measurement
Build your measurement toolbox
Define metrics for key emotions
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
Experiencing SelfHow do I feel now?
Remembering SelfHow did I feel overall?
Retrospective/ Memories
Real-time / Emotions
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Subjective feeling Expressive behaviors Body reactions
Emotion
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Subjective feeling
HSBC used kiosks to measure emotions when leaving a branch
Verizon gauged from verbatims what customers felt
Combine what customers say with their personality style
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
ORIGINAL
DOER
ORGANIZER
ADVISOR
DREAMER
“I’m sorry. I am so confused! I feel really stupid when it comes to these things!”
“I am getting frustrated because none of this makes sense!”
“You’re telling me that you can’t do anything about this? This is wrong…just wrong.”“What? Nobody told me. How was I supposed to know that?”“This is completely unacceptable. Bottomline, it’s your problem. Fix it.”
“…So many possibilities…” withdrawing
CONNECTOR
Speech patterns when in distressBehavior model
Behavior models based on process communication model
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Subjective feeling Expressive behaviors
Micro expressions tells us what customers feel
A fast food restaurant uses Emotient’s expression analysis to find stress triggers
© 2016 Forrester Research, Inc. Reproduction Prohibited 30
Subjective feeling Expressive behaviors Body reactions
British Airways identified stress with happiness blankets
Source: http://news.mit.edu/2016/detecting-emotions-with-wireless-signals-0920
mPath MOXO sensor / MIT Lab EQ Radio
© 2016 Forrester Research, Inc. Reproduction Prohibited 33
SurveysSentiment analysis
Facial codingVoice analysis
Body sensorsWireless
34© 2016 Forrester Research, Inc. Reproduction Prohibited
Campaign for emotion measurement
Build your measurement toolbox
Define metrics for key emotions
Lenovo ties emotion measurement to business success
A large retailer drives buy in by sharing emotion insights widely with Opinionlab
FedEx helps employees detect, react to and improve customer emotions
Source: Flickr/AlanClarkDesign
© 2016 Forrester Research, Inc. Reproduction Prohibited 38
More questions? Additional resources!Forrester Research
Reports
› How To Measure Emotion In Customer Experience
› The Customer Emotions Driving CX Success
› Understanding The Impact Of Emotion On Customer Experience
Forrester’s Podcast “CX Cast”
forrester.com
Thank you
Maxie Schmidt, Ph.D.@maxieschmidt