Max Israel
Founder & CEO de Customerville
@maxisrael @Customerville
The new behavioral science rules for surveying your cu...
2015 Customerville2015 Customerville
DEC | Madrid | Oct 23, 2016
Simon Baron-Cohen PhD
University of Cambridge
MIND BLINDN...
• Tone-deaf surveying isn’t only bad customer experience. It can get your
brand ridiculed in the popular press and damage ...
The Emerging Backlash: Survey Fatigue
• INCREASE: Number of organizations
seeking feedback from you
– 20 Billion in 2015
–...
Customerville / GMA Research Study on Survey Fatigue
© 2016 Customerville, Inc.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
201...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
Why do
people dislike
surveys?
“They’re too
lon...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
“I don’t like conversations that
take longer th...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
What does a successful
feedback interaction loo...
Actions
 Often doing most of the talking
Actions
 Doing most of the listening
 Demonstrating empathy: verbal
and non-ve...
Actions
 Often doing most of the talking
Actions
 Not listening authentically
 Either not sending non-verbal
cues, or s...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
Human feedback interactions
fail when empathy f...
Drawing Lessons from Asperger’s Research
People who have Asperger’s
Syndrome can’t always
empathize. It makes
conversation...
Drawing Lessons from Asperger’s Research
Simon Baron Cohen described this
inability to empathize as Mind-
blindness.
Mind ...
Drawing Lessons from Asperger’s Research
Therapists offer help by teaching
techniques for mimicking these
social cues.
• C...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
Survey fatigue and unsuccessful
human feedback ...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
They also share common
solutions.
Replicating t...
Does This Seem a Little Too Familiar?
© 2016 Customerville, Inc.
Example 1: Strive for a Conversation
© 2016 Customerville, Inc.
Example 2: Humanize the Experience
© 2016 Customerville, Inc.
Example 3: Give Control As Necessary
© 2016 Customerville, Inc.
Hardwired Social Instincts Are Tough to “Deactivate”
2. It’s very difficult for us to “turn
this off”.
– We subconsciously...
2. It’s very difficult for us to “turn
this off”.
– We subconsciously judge
authenticity, an instinct we can’t
“deactivate...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
Practical Real World Solutions
In other words, ...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
Practical Real World Solutions
About trust
Customers trust that your values of caring
about their personal outcomes are
authentic.
None of your actions m...
It’s next Monday at 9am. What now?
© 2016 Customerville, Inc.
DO.
 Map the conversation to a
human flow.
 Leverage desig...
Two Key Take Aways For CX Professionals
1. Our need for non-verbal
cues is hard-wired.
– We’re incredibly sensitive
feedba...
Two Key Take Aways For CX Professionals
2. It’s very difficult for us to
“turn this off”.
– We subconsciously judge
authen...
Nº5. Análisis de los KPIs: Pasos a seguir
• Bla bla bla
misrael@customerville.com
+34 622 857 251
MAX ISRAEL
CEO | Custome...
Nº5. Análisis de los KPIs: Pasos a seguir
2015 Customerville
• Bla bla bla
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Max Israel, Congreso DEC. The new behavioral science rules for surveying your customers

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Presentación de Max Israel en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

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

  1. 1. Max Israel Founder & CEO de Customerville @maxisrael @Customerville The new behavioral science rules for surveying your customers
  2. 2. 2015 Customerville2015 Customerville DEC | Madrid | Oct 23, 2016 Simon Baron-Cohen PhD University of Cambridge MIND BLINDNESS, ASPERGER’S AND SURVEY FATIGUE
  3. 3. • 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.
  4. 4. 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.
  5. 5. Customerville / GMA Research Study on Survey Fatigue © 2016 Customerville, Inc. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 20122013201420152016 5 to 10 Requests Per Week 11-50 Requests Per Week • 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.
  6. 6. 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.”
  7. 7. 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.
  8. 8. Nº5. Análisis de los KPIs: Pasos a seguir 2015 Customerville • Bla bla bla What does a successful feedback interaction look like between people?
  9. 9. 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
  10. 10. 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.
  11. 11. Nº5. Análisis de los KPIs: Pasos a seguir 2015 Customerville • Bla bla bla Human feedback interactions fail when empathy fails.
  12. 12. 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.
  13. 13. 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.
  14. 14. 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.
  15. 15. 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.
  16. 16. 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.
  17. 17. Does This Seem a Little Too Familiar? © 2016 Customerville, Inc.
  18. 18. Example 1: Strive for a Conversation © 2016 Customerville, Inc.
  19. 19. Example 2: Humanize the Experience © 2016 Customerville, Inc.
  20. 20. Example 3: Give Control As Necessary © 2016 Customerville, Inc.
  21. 21. 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.
  22. 22. 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”
  23. 23. Nº5. Análisis de los KPIs: Pasos a seguir 2015 Customerville • Bla bla bla Practical Real World Solutions In other words, what now?
  24. 24. Nº5. Análisis de los KPIs: Pasos a seguir 2015 Customerville • Bla bla bla Practical Real World Solutions
  25. 25. 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 storytelling People 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 & creative Feedback 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. Innovative Let’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.
  26. 26. 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
  27. 27. 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.
  28. 28. 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.
  29. 29. Nº5. Análisis de los KPIs: Pasos a seguir • Bla bla bla misrael@customerville.com +34 622 857 251 MAX ISRAEL CEO | Customerville
  30. 30. Nº5. Análisis de los KPIs: Pasos a seguir 2015 Customerville • Bla bla bla

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