ask better questions€¦ · why use hate/love scales to measure satisfaction? (zcm’s zero...

© All rights reserved 2018 - Morris Pentel www.cxfo.org

Satisfaction how to measure it more accurately

By Morris PentelFebruary 2018


Insight programmes are full of jargon

CSAT

Recommendation/PromotersAskes about a theoretical state with all of the associated drawbacks. Scientific basis now debunked by growing group of global players dissatisfied (ironically)

LoyaltyComes from the same stable of ideas and much of the accepted wisdom – is muddled up with loyalty schemes and loyalty as a feeling

Behavioural AnalyticsSentiment, talk-over, stress, trigger words volume and speed. There are very powerful tools that bring together and analysis a huge range of disparate sources to a single scored view.

SatisfactionEvent based feelings.

Transactional and measures the customer’s attitude towards their latest interaction with the company very well. Longer term satisfaction is not its strength.

Trust

Customer Effort Score

Customer Emotion

Engagement

Tone of Voice

Happy or Not

Action based calculations Feelings/Emotions


What can you measure?

Quality of Service

Recommendation Responses

SatisfactionCustomer Effort

Churn

Contact/

ContentAre you measuring which parts of your

content create the need for contact

EmotionSentiment

Work

Value for money

Trust

Buying Behaviour

Engagement

First Call Resolution

Average Resolution Time

Sort different metrics into different groups


OKCompletely Satisfied

Completely Dissatisfied

Satisfaction

How satisfied do you feel?

Does this question looks good?


Whoops we have omitted answers from our question and data collection

Don’t care


Completely DissatisfiedMore than More than

5 -5

What about more than?



Consistent approach

Active in a heightened or passionate state

Don’t care

Active in a heightened or passionate

state


Completely DissatisfiedMore than More than

5 -5


Result: We need to ensure that a “more than” exists in every scale as it always exists in life.


OK

How are you - answers?

Terrible

wonderfulI’m in love

I really hate them

Fine

Awful

Fantastic

You will not believe it

Fit as a fiddle

Unbelievable

Unbelievable

Impossible

Impossible

Worse than averageBetter than average

A bit down

good

You will not believe it

This allows you to calibrate the verbatim you collect into simple emotional states.There are many words that will describe the states and for every version of the question in every community those words and *phases can be different

(*Part 3 How angry is Angry?)

chill

cool

happyImpossible

Sick

Sick

Emotion-Score Verbatim Calibration Wall


The way we think

We think about feelings in a different process to thinking about action so “how do you feel?” goes through a different process to “what would you do?”

How are you?

…is not a 1 - 10 question!

We think of our average daily experience as the centre of a scale by which we measure all of our experience

How are you? is the second most common communication habit we have

We process visual information in a different way to text or voice and some parts of our relationship with questions is part of habit*.*Not all of these habits are good

All conversation is based around the concept of

normal because we talk about change and new

experiences

Its at the centre of descriptive language


Why use Hate/Love Scales to measure satisfaction? (ZCM’s Zero Centred Measure)

To measure feelings and emotions you must use a zero centred way to ask any questions and score information.

It mathematically reflects perception to match the way we think and talk about things so we get better information and can connect common language

1 – 10

V

-5 - 0 - +5

Zero Centred

Linear

We don’t really think in scales of 1 – 10 naturally.

It makes us uncomfortable and interferes with the accuracy of answers we give. Our natural thinking process is based around understanding our lives on a minus and plus scale with zero or ok in the middle. I am ok…and things could be better or worse.

A ZCM is a score with zero in the middle rather than a 1 – 10 scale. A

ZCM is from 5 to 5.


bad metrics = bad experience

The recommend question structure doesn't’ allow me to say in simple terms “no I won’t recommend you and I am going to tell my friends about you. Is that 1 out of 10 because most people in research didn’t think that’s what it meant – it is also seen as a bad experience to deliver if I am unhappy.

It’s like going up to someone and saying….on a scale of 1 – 10 how much do you like me? Its an unnatural question.

“Is 10 love or just I like you as much as I can…..and as you have asked me the question can I say I hate you…..because right now I do.”

You have asked for my opinion but not provided a clear opportunity for me to express myself. There is nothing wrong with asking the recommend question but it is a bad experience if you are unhappy. That’s basic behaviour not complicated.

Treat me like a child


-1

-2

-3

-4

-5

+5+4+3+2

+1+1

Importance

Recommend is constrained to the positive part of the emotional scale

Is not a ”feelings” question

Mapping emotions

Not recommend is not the

same as angry there is no

easy opposite

The opposite of recommend?


How do you measure?

Digital behaviour

Voice Surveys

Text/SMS

Web page pop-up

Paper Surveys

Point of Sale or Service

Mystery Shop

Social Media Sentiment

Engagement

Phygital behaviour

Chat bot Surveys

Digital Surveys

There are manydifferent ways to track behaviour and to ask customers questions

Different methods apply to different situations

Voice of the Customer

Verbatim


Using chat bots

Experience is still new

Chat bots create the 4th wall of theatre they help suspend belief if used in the right way

They can create the illusion of intimacy and conversation

Chat conversations were 4 times longer and completed 70% in CXFO test

Chat can build trust


Go visual

Where possible go visual if possible

Significantly more likely to produce an honest and unfiltered response

Visual connects to feelings in a fundamentally different way


Go verbal

Where possible improve the language used in written or spoken surveys

Use emotionally sensitive language

Provide opportunities for a real dialogue as an outcome

Score the experience design for empathy


Focus on pain points and collecting praise

Pain points are a good point of focus for insight

Try to provide a balanced view of insight into the good and bad of experience

Asking about something that you excel at is great but it won’t improve your journey.

It is still important


….and finally

What are the key metrics for us?

What is our success criteria?

Where are we on our journey?

Are we collecting the right data?

Can we join our different metrics into insight?

What tools should we use?

How do we improve our questions emotionally?

How do we connect our insight into Customer Service


….and finally

Satisfaction is an important metric gathered throughSpoken wordSocial actionDigital behaviourContact data

Its strengths and weaknesses must be balanced by appropriate choice of additional metrics, scoring systems, and words

For every behavioural insight and data feed you can connect you increase the value of your data by multiple rather than %


Where are we now?

Single MetricNPS CSAT FCR etc.

Several Metrics

Insight using several different sources and

in several ways are

brought together

Metric Driven Intervention

ZCM based Insight collection is

part of CX and triggers response

Aligned to Customer Journey Map

Metric Driven Intervention/

DesignInsight collection is

part of CX and triggers response, inputs into

design, connects to all aspects of the

customers digital and experiential journey.

Your last response in a survey fed into the start of next experience you have. Breaking down silos

between Insight and Experience

Emotional questioning, insight capture, and experience design

Alignment to scorecard and reporting

Effectiveness increases by a factor as you move up the maturity scale

1 2 3 4 All rights reserved ©

The collection and appropriate use of

blended behavioural and digital inputs to

drive activity

CXFO Insight Maturity Model


Context is everything

So….on a scale of 1 – 10

how likely are you to recommend me?

Morris [email protected]

Learn to measure Customer Emotions at: www.cxfo.org

mailto:[email protected]

http://www.cxfo.org/

ask better questions€¦ · why use hate/love scales to measure satisfaction? (zcm’s zero...

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