custex with conceptsnap
DESCRIPTION
In this real life study we show how to understand and design great customer experiences that will drive your KPIs - customer satisfaction, Trust, NPS and consideration.TRANSCRIPT
grow with vision, precision and certainty®
165 Cremorne StreetCremorne
3121 Victoria+61 3 9428 5417
www.mextconsulting.comwww.HuTrust.com
[email protected]@mextconsulting.com
A robust approach to customer experience design
that builds trust.
mext helps clients build greater customer value
through brand development, customer experience, innovation and engagement planning.
Knowing that trust is most valuable to customers, we specialise in building trust in client’s organisations, brands, people and products.
With strong international experience, rigorous processes and world best tools we work with many of the foremost organisations to significantly improve their performance.
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www.hutrust.comwww.mextconsulting.commelissa.wraith@[email protected]+ 61 3 9428 5417
The tools
Analysis
Case study
Implementing 29
Introduction
Sales & service calls so critical to the business and the customers are often referred to as ‘moments of truth’.
Using these calls as a basis for assessing the entire customer experience provides opportunity for quick analysis and, thereafter practical improvement.
In this case study we compared interactions with 2 service companies and analyse the customers’ experiences and resulting trust dynamics.
We asked 32 mystery shoppers from the valuable 18-24 audience to call these companies with a clear intent to purchase. Companies were called multiple times to eliminate the possibility of isolated good/bad experiences.
The experience analysis results were turned into immediate improvement pathways via:- Script optimisation- Process- Training- Marketing
Please note: This document is an excerpt only and strongly modified for confidentiality.
Touch point specific customer experience is a vital element of brand building, advocacy, competitive advantage and immediate revenue opportunity.
Pre-call ExpectationCompany 1 Company 2
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
Going into the interaction
Company 1
has a clear trust advantage and a
moderate experience expectation.
Using HuTrust and ConceptSnap the mystery shoppers rated their trust and described their expected experience.
0 1 2 3 4 5 6 7 8 9 10
Competence
Vision
Benefit
Relationship
Development
Stability
Overall trust
0 1 2 3 4 5 6 7 8 9 10
Competence
Vision
Benefit
Relationship
Development
Stability
Overall trust
Company 1 Company 2
Post call Performance
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
After the call, the respondents repeat their rating & experience description. This shows the impact of the actual experience.
Company 1
has lost positive associations & reinforced
negative ones.
Company 2has added a number of
positive associations and lost or diminished negative
ones.
security
practiced
powerful
leading
indifference
steady
enduring
successful
Old fashioned
experienced
?
Full and lazy
Not commercial, only self interested
effort
Effort from me
uneasy
vital
Australian
unintelligent
kindness
effortcomfort
honest fresh
refreshing
local
steady
practiced
modern
uncomplicated
freedom
Understanding
easy
leading
supportive
closeness
effort
Experience dimensions within the HuTrust
hexagon drive trust, those outside diminish
trust.
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
HuTrust Analysis
Company 1 Company 2
The HuTrust analysis shows which HuTrust Facets are impacted positively and
negatively by the customers’ experiences.
The ideal experience description
provides the benchmark for the gap
analysis.
enduring successful
practiced
steady
safe
kindness
comfort
honest
Australian
insightful
local
rewarding
transparent
developed
quality
reliable
flexible uncomplicated
green
fresh
freedom
supportive natural
innovative
experienced
Positive easy
leading
Understanding
effort
appreciationprofessional
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
The findings can immediately be turned into concrete action to develop high trust experiences.
Action & proof points
Prioritisation by activity
Experience design plan
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
Implementation
Methodology
Helping customers and internal stakeholders express themselves.For customers it is difficult to express the expected, actual and desired experience beyond rational and functional verbalisation. This makes it difficult to understand nuances between companies and grasp customers’ experiences beyond their post rationalisation. In order to gain a deeper and more accurate understanding, we developed a tool that helps customers and internal stakeholders express themselves better.
ConceptSnap comprises 3 parts:ConceptSnap was developed with a team of practitioners in brand, sales and marketing, psychologists and linguists. It has been calibrated over 10 years and adapted to different languages and cultures. In June 2013 alone more than 17,000 employees and customers conducted the ConceptSnap exercise offline and online.
Image sort: Based on 42 mood boards to help respondents define the atmosphere and symbols associated. These images have been calibrated for over 10 years.
Attribute sort: Normally we use only 10% of our available vocabulary. Our 350 attributes based on linguistic families and colour psychology allow respondents to precisely articulate what they mean. For you this means no more generic ‘innovation’ or ‘trustworthy’ expressions.
Emotion sort: What do customers really feel and how do they want to feel? How don’t they want to feel? Difficult to say, unless you have a full set of emotions for them to choose and pinpoint
approachable
inclusive
appreciated
indifference
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
ConceptSnap
HuTrust (human trust) reveals the six clear drivers of trust.
Developed under supervision of the father of the most modern psychology theory, Professor Salber, it is - psychologically correct- statistically robust and - practically proven
This understanding of how trust forms in our minds allows us to analyse the strengths, weaknesses and opportunities to build more trust better.
For more info visitwww.hutrust.com or www.mextconsulting.com
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0 1 2 3 4 5 6 7 8 9 10
Likelihood to recommend
Feel connected to
Go out of my way to buy a specific brand/product
Why focus on trustBecause trust is the root cause of most of our behaviours. The more we trust, the more likely we are to buy. A 20% increase in trust can mean a 400% improvement in buyer behaviour.
Most services companies score an average of 6.8-7.2, leaving ample room for improvement for most.
For those that measure the NPS or satisfaction: Trust has a very high correlation with both these measures and drives over 70% of them.
That’s not surprising as we only recommend someone if we trust them.
So, even if you use operational NPS, focusing your efforts on building trust is the most effective way to achieve improvements.
How to work with trust.
You can imagine the six drivers as six buckets of trust that need to be filled. The average of their levels is always the
same as trust and advocacy overall.
The Trust Effect
Stability trust
Development trust
Benefit trust
Competence trust
Visiontrust
Relationshiptrust
ConceptSnap ,HuTrust and the 6 drivers of Trust are trademark and copyright ifm/mext. Use of the concepts and any of their content is not permitted without express permission from the copyright holder and trademark owner. Photos copyright istock.com and mext.
The robust approach to analyse & build customer trust.
HuTrust
grow with vision, precision and certainty®
mext165 Cremorne Street
Cremorne3121 Victoria
+61 3 9428 5417www.mextconsulting.com