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Sep 10 1
Mobile Measurement of What
Really Counts: Emotion!
How customers’ emotions can reveal actionable
insights for business
Paul RobertsManaging Director, Customer and Employee Experience
Mobile Research in the Mobile World
December 2-3 2010
Sep 10 3
How do you feel?
BrainJuicer® 2006
Neutral
Contempt
Surprise
Anger
Disgust
Happiness
Sadness
Fear
Conclusion: Don’t ignore your customer – acknowledge,
explain & apologise!
Sep 10 4
Traditional Approach
Overall experience
Check-in was clean and tidy
Check-in was easy
Check-in was quick
Staff were courteous
Staff appearance was smart and professional
Was a great start to my trip
Agree Disagree
Extremely Satisfied Extremely Dissatisfied
Conclusion: Make check-in faster and wish customers a good trip?
Sep 10 5
Leads to improved sales
Customer Experience Is Important
Improves customer retention
Drives customer acquisition via word of
mouth
Helps reduce price sensitivity
Gives you greater bargaining power with
suppliers and distributors
� Small increases in satisfaction lead to increases
in shareholder value. For a firm with average
assets of $10 billion, we can expect an increase
in value of $275m for every 1% increase in
customer satisfaction.
See Anderson, Fornell and Mazvancheryl, 2004
Sep 10 6
1. Feelings need to be re-interpreted through evaluative scales
Sep 10 7
2. Service offer artificially broken down into components
Sep 10 8
3. Surveys provide generic feedback that is not specific to time or place; when it is, then
results appear some time after the event when it’s too late
Sep 10 9
4. Long and tedious surveys reflect poorly on business and result in low participation
Sep 10 10
5. And all too often serve an internal benchmarking agenda rather than providing a means
of uncovering emotional experiences that lead to insights
Sep 10 11
Traditional scales hide what people are really feeling
6.25
6.866.62
6.035.83
5.43
0
1
2
3
4
5
6
7
Satisfaction Scale Surprised (and
delighted)
Contented Unemotional Sad (and
disappointed)
Angry
Sati
sfa
cti
on
Scale
Mean
Sco
re
(7p
t scale
)
Research conducted by Westbrook
& Oliver, 1991Satisfaction scores among those feeling each emotion
Sep 10 12
Using a more intuitive and emotional measure in the transaction moment
And how strongly do you feel
[emotion]?
BrainJuicer® 2006
Neutral
How do you feel about your visit today?
(Touch the face that best expresses how you feel)
Contempt
Surprise
Anger
Disgust
Happiness
Sadness
Fear
And why do you feel [emotion]?
[MindReader® to capture reasons for each
emotion]
Sep 10 13
One measure of emotions across a range of touchpoints
Sep 10 14
What we found
Across all of our projects
Sep 10 15
When people feel warmly & efficiently treated, and
expectations exceeded..
What we found
1.86
Total (2618)
% o
f re
spo
nd
en
ts
Happiness
66%Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
The service I have received from Alison - is getting better
by the day. She's great.
They are good at work and heart warming staff . Thank you.
Lots of staff at front to help you - better than the other
HSBC banks I have been
We achieved exactly what we wanted to and staff very
helpful.
Completely excelled on requirements, well done Jon
High
Recommendation
correlates' to the
use of someone
name
Sep 10 16
Sep 10 17
1.86
Total (2618)
% o
f re
spo
nd
en
ts
When incompetence perceived.
What we found
Anger
3%Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Only 1 paying in notes and 1 statement machine for such a
large branch busy
Still sending statements to old address despite changing it in
branch
There is always an ATM not working but no sign on it
Because we have been waiting 25 mins just to get a change
of name form.
Asked for card to be sent to branch, come back twice after 10
working days. No card.
Sep 10 18
1.86
Total (2618)
% o
f re
spo
nd
en
ts
When customers feel taken for granted and at the end of their tether
What we found
Disgust
2%Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Appalling ISA rate for existing long standing customers
What are you going to do?
Bank not open and it’s 9.10
£25.00 overdraft 'arrangement fees' even when overdraft
not used. I'm leaving
Poor printouts of receipts, very blurry and hard to read
Pens don't work!!!!!!!!!!!!!!
Employee moving outside but don’t worry about queue
Sep 10 19
Emotional Response by week: Branch C
Week 5
(26th– 31st Oct )
10
52
18
00
6
11
3
2.06
Week 2
(5th– 10th Oct )
4
65
22
113
3
1.86
2
Week 3
(12th– 17th Oct )
2
61
25
103
2
1.73
6
Week 4
(19th– 24th Oct )
2
48
32
14
2
4
1.74
7
Week 1
(30th Sept – 3rd Oct)
4
67
20
213
2
1.88
2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% o
f re
sp
on
den
ts
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Sep 10 20
20
Week 1
(30th Sept – 3rd Oct)
Week 2
(5th– 10th Oct )
Week 3
(12th– 17th Oct )
Week 4
(19th– 24th Oct )
Week 5
(26th– 31st Oct )
4 4 2 2
10
67 65
61
48
52
20 22
25
32
18
2 11
10
1 10
4
0
3 3
32
6
11
2 3 2 4 3
1.88 1.86 1.73 1.74 2.06
2 2 67
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% o
f re
sp
on
den
ts
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
Diagnoses problems in any given branch over time
So lengthy queuesat self-service
machines
Staff shortage at helpdesk
Long queues
Nobody offered
help just
carried on
without saying
“be with you in
a moment”
Half-term holiday
Poor service
long queue
Sep 10 21
It Seems that Happiness Drops off Dramatically at LunchtimeAll Branches
69
72 73
60
6462 63
6462
20
30
40
50
60
70
80
0900-0944
(200)
0945-1029
(295)
1030-1129
(395)
1130-1229
(379)
1230-1329
(345)
1330-1429
(292)
1430-1529
(343)
1530-1629
(253)
1630 or later
(116)
% h
ap
py
Total Sample
Pre-lunch average 71.8%
Post-lunch average 62.5%
Sep 10 22
Case Study: Global Telecommunications Company
� To monitor the quality of the company’s customer service
seamlessly across multiple customer channels.
Rationale - being able to track and therefore impact the relation between customer service, purchase / retention / recommendation.
� To get a larger proportion of customers providing feedback on
the quality of their experience with the company.
Rationale - the current system is thought to have low level of participation.
� To get more insightful and actionable information via this
system.
Rationale - the scales currently used are very one dimensional and therefore yield limited insight.
Business Objectives
Sep 10 23
Project Setup
� Data from ongoing survey for the period of September 14 to October 18, 2010 with clients who had visited different store locations across Switzerland.
� Recruitment process: link was sent to customers’ mobile phone up to 24 hours after having visited the shop.
� Total number of responses received n = 424, that’s a response rate of 7.4% (vs. 16% previously). Hypothesis: non data package customers are significantly less likely to respond
� Respondent profile : 52% German speakers, 32% French speakers (up 16%), 7% Italianspeakers and 8% English speakers
Question Flow– FaceTrace® (emotion + intensity)
– Selection of reason for emotion: friendliness, staff competence, waiting time or other
– MindReader ® (reason why - optional)
– Recommendation to a Friend (score from 0 = very unlikely to 10 = very likely)
Sep 10 24
Emotional Response – by Language
243
106
19
8
6352
71
61
64
20 27
1416
19
21
1111
7
4 36
3 2
1.91 1.76 2.11 2.10 1.981
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
English French German Italian Total
% o
f re
sp
on
den
ts
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
� German speakers are happier than English, French, or Italian
Thinking about your experience which of these faces best expresses how you felt?
Sep 10 25
Emotional Response – by Reason
25
9 104
7 8
80
66
31
42
64
7
18
44
30
19
1
3 8
2
1
2
1
1 4
16
126
2 1 12.35 2.05 1.21 1.53 1.98
1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Friendliness Staff Competence Waiting Time Other Total
% o
f re
sp
on
den
ts
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
� Waiting time and ‘Other’ Reasons have the highest portion of negative emotions
� Friendliness and Staff Competence are felt strongly
Thinking about your experience which of these faces best expresses how you felt?
Sep 10 26
Emotional Response – Day of Week
26
713
711 11
8
66 54 6662
68
42 43
64
20
17
18 1711
4243
19
1
4
2 3 2
1
4
1 1
48 5
48 17
146
1 1 3 1
1.95 2.17 2.03 2.03 2.05 1.42 1.14 1.98
3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday Total
% o
f re
spondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
* Date survey taken
Thinking about your experience which of these faces best expresses how you felt?
Sep 10 27
Results for telecommunications company
� The client was able to better understand their customers on the basis of language, reason for visit and day of the week
� They resolved to improve customer service on the weekends, when stores were at their busiest
� By using a mobile platform, the company instilled a trust in their customers, showing them that their communication with the brand was not finished after purchase
Sep 10 28
One measure of emotions across a range of touchpoints
Sep 10 29
Implications of New Intuitive Emotional Approach
� Reveals how customers feel
� Measures performance and diagnoses problems all at once
� Human and intuitive framework for staff, revealing problems in real-time
� Causal relationships identified immediately, problems intuitively prioritised
� In the transaction moment for fresher and better feedback
� Allows comparisons between channels, geographies, transaction and
customer types
� Is intuitive, fun even, for customers and reflects well on your business
Sep 10 30Sep 10 30
Contact Us: [email protected]
Paul RobertsManaging Director, Customer and Employee Experience
+44 7590 367 472
Sep 10 31
Presented @ International conference on
Market Research in the Mobile World
2 & 3 Dec 2010, Berlin
For more information
Please visit: http://www.merlien.org
