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6/28/2018
1
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential.
Window or Aisle?Why we should love the middle seat
Claire SportonSenior Vice President, CX Innovation
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. | 2
Window or aisle?
6/28/2018
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Let us introduce the problem
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
The ProblemGood Initial Results, Now Stagnating
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
The ProblemGood Initial Results, Now Stagnating
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
The Problem4 Key Areas Identified
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
State of the Nation
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Forrester, 2017
88% collect customer feedback,
Forrester’s Q2 2017 Global State Of Customer Experience Management Maturity Online Survey. Base 388 global online professionals
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
State of the Nation
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Forrester, 2017
33% drive change
How to Drive Action With Your Voice of the Customer Progam, Feb 2018
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
State of the Nation
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Forrester, 2017
14% deliver financial results
How to Drive Action With Your Voice of the Customer Progam, Feb 2018
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
State of the Nation
59%
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Forrester, 2017
Two years’ Warning: The customer centristity crisis, Storytellers, 2016
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. | 11
The Problem4 Key Areas Identified
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
The Problem4 Key Areas Identified
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Team Members
Senior Leadership
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Wouldn’t it be great if we could......
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Understand where they are coming from?01 Find their catalyst for change02 Monitor action & change03
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Wouldn’t it be great if we could......
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Understand where they are coming from?01 Find their catalyst for change02 Monitor action & change03
6/28/2018
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Social Styles
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Controlled
Emotional
Analytical
Amiable Expressive
Driver
Personal Styles & Effective Performance: Make Your Style Work for You, Merrill & Reid, 1981
Asking Telling
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The Problem4 Middle Managers, Each With Their Own Style
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What keeps them awake at night
• How are they measured ?
• What targets do they have to hit?
• What are their KPIs ?
Social Style ++
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Wouldn’t it be great if we could......
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Understand where they are coming from?01 Find their catalyst for change02 Monitor action & change03
6/28/2018
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudges
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Nudges
Clear communication
Information seeking
Probabilities
Expectation control/setting
Options and Probabilities
Illusion of control and ownership
Expert Opinions
Verbatim effect
Emotional commitment
Risk aversion
Relationships
Social norms
Outcome bias Bandwagon effectIngroup bias
Alternative overload
Sunk cost fallacy
Selective perception
Empathy gap
Decisionstagging
Confirmation bias
IKEA effect
Authority bias
Power of ownership
Status quo bias Projection biasFraming effect
Fundamental attribution error
Backfire effect
Present bias
Anchoring
Inbuilt bias
Loss aversion
Ambiguity aversion
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Example of “nudging”
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“Clearly men like a target!”
Aad Kieboom/ Jos van BedafSchiphol Airport. Amsterdam
Early 1990s.
80% decrease in “spillage”
20% decrease in cleaning costs
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudges
21
Nudges
Clear communication
Information seeking
Probabilities
Expectation setting
Options
Illusion of control
Expert Opinions
Visual
Emotional commitment
Risk aversion
Relationships
Social norms
Outcome bias Bandwagon effectIngroup bias
Alternative overload
Sunk cost fallacy
Selective perception
Empathy gap
Decisionstagging
Confirmation bias
IKEA effect
Authority bias
Status quo bias Projection biasFraming effect
Fundamental attribution error
Backfire effect
Present bias
Anchoring
Loss aversion
Ambiguity aversion
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudges for CX
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Nudges
Clear communication
Information seeking
Probabilities
Expectation setting
Options
Illusion of control
Expert Opinions
Visual
Emotional commitment
Risk aversion
Relationships
Social norms
6/28/2018
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudges for CX
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Nudges
Clear communication
Information seeking
Probabilities
Expectation setting
Options
Illusion of control
Expert Opinions
Verbatim effect
Emotional commitment
Risk aversion
Relationships
Social normsSocial norms
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Driver vs AmiableOptions vs Social Norms
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Driver vs AmiableOptions vs Social Norms
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. | 26
Nudges
Clear communication
Information seeking
Probabilities
Expectation control/setting
Options and Probabilities
Illusion of control and ownership
Expert Opinions
Emotional commitment
Risk aversion
Relationships
Social norms Visual
Analytics vs ExpressiveData vs Big Pictures
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Analytic vs ExpressiveOptions vs Social Norms
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Wouldn’t it be great if we could......
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Monitor action & change03Find their catalyst for change02Understand where they are coming from?01
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
If we actually want to change something, there are 3 steps:
29
Identify action Kick off & track Monitor impact
01 02 03
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Step 1
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Identify action01
Kick off & Track02
Monitor impact03
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 1
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7.0
7.0
7.0 +2.1
+2.4
+0.4
+1.8
8.0 +1.4
5.0
5.4
5.5
12.36 8 7.4 6.5 11
Identify action01
Kick off & Track02
Monitor impact03
7.0
7.0
7.0
+1.8
8.0
+1.4
5.0
5.5
12.36 8 7.4 6.5 11
7.05.0
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 2
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Identify action01
Kick off & Track02
Monitor impact03
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 2
33
Identify action01
Kick off & Track02
Monitor impact03
Product Knowledge
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 3
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Identify action01
Kick off & Track02
Monitor impact03
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 3
35
Identify action01
Kick off & Track02
Monitor impact03
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 3
36
Identify action01
Kick off & Track02
Monitor impact03
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 3
37
Identify action01
Kick off & Track02
Monitor impact03
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 3
38
Identify action01
Kick off & Track02
Monitor impact03
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Step 3
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Identify action01
Kick off & Track02
Monitor impact03
Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
We can now...
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Understand where they are coming from?01 Find their catalyst for change02 Monitor action & change03
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Copyright © 2018 Confirmit. All Rights Reserved. Confirmit Confidential. |
Handout
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Thank You
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Claire Sporton, Senior Vice President CX Innovation [email protected]
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6/28/2018
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Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential.