Presentatie Maurice Beerthuyzen bij de kickoff van de 14e Dialogue Donderdag. Thema "Online Service". Weer informatie: http://ondi.me/do

1. PSYCHOLOGIE
VAN
GOEDE
SERVICE
DR.
DIRK
FRANSSENS
–
ONLINE
DIALOGUE
@DXFRANSSENS
#DIDO14

2. LET’S
MEET
FIRST
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
Some
stats
on
service

3. SOME
STATS
ON
SERVICE
Bron:
Accenture
2013
Global
Consumer
Pulse
Survey
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
Goal
of
Service

4. GOAL
OF
SERVICE
LOYAL
CUSTOMERS
HELP
YOUR
CUSTOMERS
NEW
CUSTOMERS
HAPPY
EMPLOYEES
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
more
stats

5. MORE
STATS
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
modality

6. MODALITY
OF
SERVICE
NEXT:
Self
Service
Modality
of
Customer
Service
is
changing:
Personal
Service
Bron:
Steven
van
Belleghem
op
FW.
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens

7. MODALITY
OF
SERVICE
Modality
of
Customer
Service
is
changing:
Self
Service
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
crowd
service

8. MODALITY
OF
SERVICE
Modality
of
Customer
Service
is
changing:
Crowd
Service
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
customer
flow

9. CUSTOMER
FLOW
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
customer
journey

10. CUSTOMER
JOURNEY
Customer
Service
Journey
OrientaWon
NEXT:
psychology
Buying
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
Enjoying

11. PSYCHOLOGY
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
data

12. DATA
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
webdata

13. WEBDATA
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
360
data

14. 360
DATA
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
data
insights

15. DATA
INSIGHTS
WHAT:
QuanWtaWve
Data
Insights
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
remembering
self
WHY:
QualitaWve
Data
Insights

16. REMEMBERING
SELF
NEXT:
two
brains
Experienced
self
versus
remembering
self:
a
story
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
16

17. TWO
BRAINS
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
cogniWve
flow

18. COGNITIVE
FLOW
NEXT:
cogniWve
flow
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
18

19. COGNITIVE
FLOW
NEXT:
cogniWve
flow
+
14%
calls
-­‐
29%
Kumar
&
Telang,
2012
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens

20. COGNITIVE
FLOW
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
cogniWve
flow

21. COGNITIVE
FLOW
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
autonomy

22. AUTONOMY
NEXT:
autonomy
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
22

23. AUTONOMY
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
self-­‐efficacy

24. SELF-­‐EFFICACY
NEXT:
self-­‐efficacy

25. SELF-­‐EFFICACY
NEXT:
peak
end
rule
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.
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
25

26. PEAK
ND
RULE
NEXT:
peak
end
rule
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
26

27. 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

28. PEAK
END
RULE
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens
NEXT:
happy

29. HAPPY
J
JUST
MAKE
EVERYBODY
HAPPY
J
Dialogue
Donderdag|
Psychology
of
Customer
Service
//
Dr.
Dirk
Franssens
@dxfranssens