how emotions drive customer experience webinar
TRANSCRIPT
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EMOTIONSCUSTOMER EXPERIENCE
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CXemotionalrollercoaster
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GOAL TODAY
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
CONVERSATION
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
RAGE
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
RAGE
What Customers Who Complain Really WantIt generally won’t cost the business money
Source: 2013 Rage Study sponsored by ASU Center for Leadership, designed by CMCC and conducted by NOVO 1
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
EMOTIONS CUSTOMER EXPERIENCE
Source: Beyond Philosophy, The DNA of Customer Experience
TWO THINGS
EMOTIONPROBLEM
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
MATTER
250,000
15%
53%
84%
first 3 days first month second month
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
EMOTIONS CUSTOMER EXPERIENCE
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
Aug ‘13 Sept ‘13 Oct. ‘13 Nov. ‘13 Dec. ‘13 Jan. ‘14 Feb. ‘13 Feb. ‘14 Apr. ‘14 May ‘14 June ‘14 July ‘14
No dated transactions in portfolio; chart is based on a 1-year, 10,000.00 investment
30
25
20
15
10
5
0
-5
-10
-15
This slide is a go
Amazon, Costco, MarriottUPS, Apple, Delta, TD
CXi Leaders
Cigna, Humana, Cablevision, Travelers, Radio Shack, BB&T
CXi Laggards
S&P 500
Source: Google Finance, Portfolio Performance, August 2014; The Customer Experience Index, 2013, Forrester Research.
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
EMOTIONS WELL
Source: “Intense Emotions and Strong Feelings”, Psychology Today, December 2010
“Emotions are not particularly sophisticated or precise, but their speed and utility make up for what they lack in sophistication and precision.”
And this can turn out good, bad, or ugly. Especially when you’ve already taken 20 calls that day, and you have only 8 minutes to address BOTH parts problem and emotion.
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
Escalations –both your agent and your customers get “hooked”
Unhappy people(with either resolvedor unresolved issues) who say the experience was negative
EMOTIONS WELLROLE PLAY
TWO THINGS
EMOTIONPROBLEM
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
HELP AGENTSMANAGE SUCCESSFULLY
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
THE BIG 5ANXIETY
FRUSTRATION
CONFUSION
ENTITLEMENT
FRENZY
HELP AGENTSMANAGE SUCCESSFULLY
Each of these emotions, if not recognized and handled well, will lead to anger, and an escalation. This is a complete loss for your company.
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
How can we help ourselves and our agents manage them more successfully?
What role do these emotions play in our agents lives?
HELP AGENTSMANAGE SUCCESSFULLY
ANXIETY
FRUSTRATION
CONFUSION
ENTITLEMENT
FRENZY
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
EMOTIONAL
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
EMOTIONAL
ANXIETY
FRUSTRATION
ANXIOUS FRUSTRATEDHow they sound?
What do I hear?
What’sUnderneath?
What helps?
What hurts?
Action to redirect
Trigger phrase
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
USE
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
EMOTIONAL
Escalations Average Handle Time
First Call Resolution Calls Per Day Employee andCustomer Happiness
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GOAL TODAY
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@TaraPaluck @ unCustomerYExp ©2014 fassforward Consulting Group CXemotionalrollercoaster
SUMMARY
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CXemotionalrollercoaster