More Than A Feeling - How to Quantify Emotion in CX

More Than a Feeling: How to Quantify Emotion in CXMaxie Schmidt

October 12, 2016

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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

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Campaign for emotion measurement

Build your measurement toolbox

Define metrics for key emotions1

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3

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Campaign for emotion measurement

Build your measurement toolbox

Define metrics for key emotions

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Find experiences where emotions most affect customer behavior

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Check it out! http://www.paulekman.com/atlas-of-emotions/

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Source: Maersk

Identify “value-creating” and “value-destroying” emotions

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Valued, appreciated, confident Annoyed, disappointed, frustrated

Advocacy: 90%Enrichment: 67%Retention: 87%

Advocacy: 8%Enrichment: 13%Retention: 15%

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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

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20 to 18 to 1

64 to 1

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Campaign for emotion measurement

Build your measurement toolbox

Define metrics for key emotions

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Experiencing SelfHow do I feel now?

Remembering SelfHow did I feel overall?

Retrospective/ Memories

Real-time / Emotions

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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

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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

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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

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SurveysSentiment analysis

Facial codingVoice analysis

Body sensorsWireless

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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

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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