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Category: Analysis

Troy Powell

The Analytical Leader: Understanding Customer Experience Requires Thick Data

Thick Data provides insight into people’s emotions, motivations and ways of thinking. For our organizations to have a realistic view of the marketplace and our customers, CX leaders need to provide and advocate the use of Thick Data to supplement operational Big Data insights. This allows companies to challenge the status quo and reveal game-changing opportunities

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Leslie Pagel

Don’t let your emotional intelligence steal your sparkle!

“Most often, success or failure in a job comes down to how we manage ourselves and how well we manage relationships with coworkers…not how much we know.” Jennifer Shirkani During the 2017 Walker B-to-B CX Summit, Jennifer Shirkani talked about the importance of emotional intelligence. I admit, until her presentation I thought emotional intelligence was

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Phil Bounsall

Every Day Questions

There are certain questions we should constantly ask ourselves. Every day, these questions should be on our minds. I’ll bet we can all come up with a list. Here is a starter list:

  1. Every positive experience you encounter as a customer should be followed by the question, "How can I provide that kind of an experience to my customers?"
  2. And the first question's sibling: for every negative experience, “How can I make sure I never do that to my customers?”Questions to ask yourself every day
  3. Every time you think about how strategic your customers are to you, ask yourself, "How can I be as strategic to my customers as they are to me?"
  4. “What did I do today to create value for my customers and my company?”
  5. Time is precious. Days, weeks, months, quarters, and even years fly by. So, “Did I accomplish what I set out to today?”
  6. “Why?”
  7. It’s easy to think about the things we should do, but “What should I stop doing?”
  8. Sometimes a clean slate would be nice. No baggage, no history, no constraints. “If I were new in this position, what changes would I make?”

Add to the list. I know there are many more, and one question just might cause someone to think and act in a new way.

Amanda Wray

And How Does that Make You Feel? Measuring Emotions in CX

We all know that the human experience is rife with emotional ups and downs. You've probably experienced more emotions so far today than we could even count: angry while commuting, relieved (or stressed?) when finally entering the office, frustrated when you spilled your coffee on your brand-new white shirt (exasperated that of course you chose today out of all days to wear your new shirt), surprised yet thankful that you actually had your stain-eraser pen for once, etc. We live through our perceptions, with every action being processed through our emotional filter.

How are you feeling today?

So why would we expect any different for a customer's experience? Throughout each interaction with a business, a customer likely feels a certain way, maybe even those same feelings I listed above: anger, relief, stress, frustration, exasperation, surprise, and so on. How can we harness those feelings – emotions – to help us improve the customer experience?

I wrote another blog about emotions last year, in which I was pondering these same points, but unsure of how to measure emotion. Since then, we've had a chance to explore the measurement in more detail, allowing us to develop a few new approaches. Of course, text analytics can search for key terms that indicate emotion, and we've also incorporated quantitative questions in our surveys to ask directly what emotion was felt.

The example I want to share is an interesting opportunity to outline emotions during a customer's experience – journey mapping. Journey maps have already been helping to identify where customers might struggle or succeed the most when interacting with a business. Layer on common emotions felt during each key touch point, or moment of truth, and you have a much more powerful understanding of a customer's perspective. See the example below, inspired from a real journey mapping session.

Emotions were measured by asking customers how they felt about certain key moments. It can be that simple – "How did you feel when you were buying the product?" "From this pick list, choose one word that describes your experience when renewing your contract." These answers constituted the "Current" emotions in the top blue bar.

Separately, employees were asked how they wanted customers to feel during the interactions. Those emotions appear in the bottom blue bar, next to "Ideal." Then, planning sessions ensued to determine how to move customers from "Current" to "Ideal."

You'll notice that two of the emotions, "Trapped" and "Loyal," hearken to Walker's proprietary Loyalty Matrix. Not all emotions are going to manifest in a customer yelling and screaming about poor service, or in someone simply recommending a company to their pals. Feeling attached or feeling the need to escape are powerful emotions that could directly indicate what a customer's behavior will be.

There are a lot of emotions out there, likely more than one simple process or measurement could ever harness. However, keying in on important moments, as done in the journey map above, can help to prioritize at least where we should identify common feelings, and how those feelings could impact CX overall.