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LET’S MEET FIRST NEXT: Some stats on service
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
SOME STATS ON SERVICE NEXT: Goal of Service
Bron: Accenture 2013 Global Consumer Pulse Survey
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
GOAL OF SERVICE NEXT: more stats
NEW CUSTOMERS
LOYAL CUSTOMERS
HAPPY EMPLOYEES
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
HELP YOUR CUSTOMERS
MORE STATS NEXT: modality
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
MODALITY OF SERVICE NEXT: Self Service
Modality of Customer Service is changing: Personal Service
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
Bron: Steven van Belleghem op FW.
MODALITY OF SERVICE NEXT: crowd service
Modality of Customer Service is changing: Self Service
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
MODALITY OF SERVICE NEXT: customer flow
Modality of Customer Service is changing: Crowd Service
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
CUSTOMER FLOW NEXT: customer journey
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
CUSTOMER JOURNEY NEXT: psychology
Customer Service Journey
OrientaWon Buying Enjoying
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
PSYCHOLOGY NEXT: data
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
DATA NEXT: webdata
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
WEBDATA NEXT: 360 data
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
360 DATA NEXT: data insights
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
DATA INSIGHTS NEXT: remembering self
WHAT: QuanWtaWve Data Insights WHY: QualitaWve Data Insights
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
REMEMBERING SELF
Experienced self versus remembering self: a story
NEXT: two brains
16 Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
TWO BRAINS NEXT: cogniWve flow
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
COGNITIVE FLOW
NEXT: cogniWve flow
18 Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
COGNITIVE FLOW NEXT: cogniWve flow
Kumar & Telang, 2012
+ 14% calls -‐ 29% calls
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
COGNITIVE FLOW NEXT: cogniWve flow
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
COGNITIVE FLOW NEXT: autonomy
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
AUTONOMY
NEXT: autonomy
22 Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
AUTONOMY NEXT: self-‐efficacy
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
SELF-‐EFFICACY
ü EnacWve Mastery: give posiWve feedback on their behavior.
ü Verbal persuasion: use social influence as evidence that other people are also capable of performing the desired behavior.
ü Enhancement (reducWon) of affecWve state: reduce anxiety/stress to prevent customers from believing self-‐service is not effecWve.
NEXT: peak end rule
25 Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
PEAK ND RULE
NEXT: peak end rule
26 Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
PEAK END RULE NEXT: peak end rule
ü Make sure the posiWve peak is at the end (of your service dialogue).
ü Map your dialogue and provide small peaks.
ü Give unexpected “gids”.
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
PEAK END RULE NEXT: happy
Dialogue Donderdag| Psychology of Customer Service // Dr. Dirk Franssens @dxfranssens
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