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Max Israel Founder & CEO de Customerville @maxisrael @Customerville The new behavioral science rules for surveying your customers
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Max Israel, Congreso DEC. The new behavioral science rules for surveying your customers

Feb 08, 2017

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Page 1: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Max IsraelFounder & CEO de Customerville@maxisrael @Customerville

The new behavioral science rules for surveying your customers

Page 2: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

2015 Customerville2015 Customerville

DEC | Madrid | Oct 23, 2016

Simon Baron-Cohen PhD

University of Cambridge

MIND BLINDNESS,ASPERGER’S ANDSURVEY FATIGUE

Page 3: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

• Tone-deaf surveying isn’t only bad customer experience. It can get your

brand ridiculed in the popular press and damage brand reputation.

The Emerging Backlash: Survey Fatigue

© 2016 Customerville, Inc.

Page 4: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

The Emerging Backlash: Survey Fatigue

• INCREASE: Number of organizations

seeking feedback from you

– 20 Billion in 2015

– 40 Billion in 2016?

• INCREASE: Number of requests for

feedback you get

• DECREASE: Survey response rates

• DECREASE: Brand perception

• Public skepticism about sharing data with

companies

© 2016 Customerville, Inc.

Page 5: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Customerville / GMA Research Study on Survey Fatigue

© 2016 Customerville, Inc.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

20122013201420152016

5 to 10Requests PerWeek

11-50Requests PerWeek

• In 2012, 46% of people were

asked for feedback over 5x per

week.

• In 2016, that number had

climbed to 80%

• The increase between 2015

and 2016 was almost

completely due to people

asked for feedback 11-50

times/wk.

Page 6: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

Why do

people dislike

surveys?

“They’re too

long.”

“Poor UX.”

“The public’s

not interested in

sharing

feedback.”

Page 7: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

“I don’t like conversations that

take longer than 10 seconds”,

said nobody, ever.

Page 8: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

What does a successful

feedback interaction look like

between people?

Page 9: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Actions

Often doing most of the talking

Actions

Doing most of the listening

Demonstrating empathy: verbal

and non-verbal

acknowledgement

Adjusting responses to meet

emotional level

Sharer of

Story

Receiver of

Story

What happens in healthy face-to-face feedback?

© 2016 Customerville, Inc.

Both sides leave the conversation feeling more

invested in the relationship

Page 10: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Actions

Often doing most of the talking

Actions

Not listening authentically

Either not sending non-verbal

cues, or sending the wrong

ones

Failing to meet the sharer’s

emotional level

Sharer of

Story

Receiver of

Story

What happens in unhealthy face-to-face feedback?

© 2016 Customerville, Inc.

Leaves conversation feeling

less invested in the

relationship.

Page 11: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

Human feedback interactions

fail when empathy fails.

Page 12: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Drawing Lessons from Asperger’s Research

People who have Asperger’s

Syndrome can’t always

empathize. It makes

conversations difficult for them –

and for their interlocutors.

Simon Baron-Cohen PhD

University of Cambridge

© 2016 Customerville, Inc.

Page 13: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Drawing Lessons from Asperger’s Research

Simon Baron Cohen described this

inability to empathize as Mind-

blindness.

Mind Blindness is the inability to

attribute mental states to the self and

other. The individual may be unaware of

others' mental states, or incapable in

attributing beliefs and desires to others.

Simon Baron-Cohen PhD

University of Cambridge

© 2016 Customerville, Inc.

Page 14: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Drawing Lessons from Asperger’s Research

Therapists offer help by teaching

techniques for mimicking these

social cues.

• Creating conversational context

• The right physical reaction at

the right time

• Knowing when to give back

control of the conversation

Simon Baron-Cohen PhD

University of Cambridge

© 2016 Customerville, Inc.

Page 15: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

Survey fatigue and unsuccessful

human feedback have much in

common.

A failure to demonstrate empathy

via nonverbal cues.

Page 16: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

They also share common

solutions.

Replicating the nonverbal cues

people need to create

engagement.

Page 17: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Does This Seem a Little Too Familiar?

© 2016 Customerville, Inc.

Page 18: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Example 1: Strive for a Conversation

© 2016 Customerville, Inc.

Page 19: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Example 2: Humanize the Experience

© 2016 Customerville, Inc.

Page 20: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Example 3: Give Control As Necessary

© 2016 Customerville, Inc.

Page 21: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Hardwired Social Instincts Are Tough to “Deactivate”

2. It’s very difficult for us to “turn

this off”.

– We subconsciously judge

authenticity, an instinct we can’t

“deactivate”.

– Conventional surveys fail to

respond in human ways. They

ask for engagement while

missing a host of social queues.

– That’s why people dislike them –

and form negative opinions of the

brands behind them.

– The “black tooth” test.

© 2016 Customerville, Inc.

Page 22: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

2. It’s very difficult for us to “turn

this off”.

– We subconsciously judge

authenticity, an instinct we can’t

“deactivate”.

– Conventional surveys fail to

respond in human ways. They

ask for engagement while

missing a host of social queues.

– That’s why people dislike them –

and form negative opinions of the

brands behind them.

– The “black tooth” test.

© 2016 Customerville, Inc.

Hardwired Social Instincts Are Tough to “Deactivate”

Page 23: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

Practical Real World Solutions

In other words, what now?

Page 24: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla

Practical Real World Solutions

Page 25: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

About trust Customers trust that your values of caring

about their personal outcomes are

authentic.

None of your actions must ever break that

trust. There are no throwaway experiences.

Grounded in storytellingPeople give context for everything.

Emotional storytelling works so well

because humans are wired to need it.

(This is twice as true when asking for

feedback.)

Inspirational & creativeFeedback is not a data collection

exercise. Design-driven feedback seeks

to delight the customer with how we ask,

and inspire employees with how we

share.

InnovativeLet’s avoid standardization for the sake

of standardization. Design-Driven

feedback requires a deeper level of

customer engagement that out-of-the-

box thinking would provide.

The Best Feedback Programs Are…

© 2016 Customerville, Inc.

Page 26: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

It’s next Monday at 9am. What now?

© 2016 Customerville, Inc.

DO.

Map the conversation to a

human flow.

Leverage design and

technology to mimic non-verbal

cues humans expect.

Be frank about why you’re

asking and what you’ll do with it.

Humanize the feedback

experience.

DON’T.

✖ Adhere to a rigid feedback

agenda

✖ Barrage the respondent

✖ Treat this like an interrogation

✖ Overlook social response cues

✖ Disregard the shared emotion

Page 27: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Two Key Take Aways For CX Professionals

1. Our need for non-verbal

cues is hard-wired.

– We’re incredibly sensitive

feedback devices.

(Ex: You know when someone

is lying to you.)

– We’ve developed over a very

long time the ability to know

when someone isn’t genuine.

– Our survival depended on this

for almost 3 Million years.

© 2016 Customerville, Inc.

Page 28: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Two Key Take Aways For CX Professionals

2. It’s very difficult for us to “turn this off”.

– We subconsciously judge authenticity, an instinct we can’t “deactivate”.

– Conventional surveys fail to respond in human ways. They ask for engagement while missing a host of social cues.

– Even though we’re consciously aware that we’re interacting with a brand’s survey and not a human, we subconsciously judge them.

– The “black tooth” test.

© 2016 Customerville, Inc.

Page 29: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

• Bla bla bla

[email protected]

+34 622 857 251

MAX ISRAEL

CEO | Customerville

Page 30: Max Israel, Congreso DEC.  The new behavioral science rules for surveying your customers

Nº5. Análisis de los KPIs: Pasos a seguir

2015 Customerville

• Bla bla bla