Description
It also tells about making impact on customer, building commitment through choice and giving extensive customer insight.
? Behavioral
science explains how customer react to various experiences ? It provides new insights to better customer experience ? It is important to understand how the customer interprets the encounter
? Understand
? Sequence ? Duration
Emotions
Effect
Effect Effect
? Rationalization ? Shaping
attribution
Creating a good experience requires understanding what triggers different types of positive and negative emotions ? This helps evaluate the different events that trigger different kinds of emotion Types of emotions depends on whether: ? It improves our situation or makes it worse, ? Is associated with a penalty or a reward, ? Is certain or just a possibility, ? Is a significant / powerful event that is ? It is difficult to cope with or it’s not a very ? Is significant event and we can easily cope with the change ? Is caused by the individual or an outside agency
?
? When
people recall incidents, they don’t recall every single moment ? Top of the mind recall is always the last few events ? The assessment of the experience is based on sequence of pain or pleasure, the high and low points and the ending Ex: Call centre would give out the bad information first and then the solution or good news
? People
who are mentally engaged in a task don’t notice how long it takes ? When asked to notice the time, people usually overestimate the time taken ? Increasing the time segment, increases the perceived time taken Ex: The same dance sequel seems longer when divided into 5 segments than when it is divided into 2 segments
Perceived duration of a wait, or equivalently the level of dissatisfaction with a wait depends on
? Emotions
and moods, ? Rate of goal progress and evidence of goal progress, ? Degree of perceived control, and ? Attention paid to passage of time
People always want things to make sense ? The likely cause of an event is usually one event and not a series of events ? The more powerful the customer feels, the less angry he gets in an event of mishap ? Deviation from norms and rituals are usually perceived as the cause of mishaps Ex: Bad marks in an exam is because the student was not carrying his lucky pen ? People ascribe blame to an individual and not to the system Ex: Is the coffee was served was bad, it’s the waiter’s fault and not the coffee machine manufacturer’s
?
? Every
service outcome contains the potential for placing blame or claiming credit ? Provides insight to how people make judgments ? Servers should avoid communicating near misses when dealing with a customer in situations when a constellation of factors resulted in the undesired final outcome
? FINISH
STRONG ? GET THE BAD EXPERIENCES OUT OF THE WAY EARLY ? SEGMENT THE PLEASURE, COMBINE THE PAIN ? BUILD COMMITMENT THROUGH CHOICE ? GIVE PEOPLE RITUALS, AND STICK TO THEM
? Last
impression is very important ? People want an upward progression in the experience ? Ex: A movie with a good beginning that ends badly, is perceived according to the later ? Always keep the golden points for the end ? Give the customer good service till the last touch point ? Ex: Holding and greeting the customer at the exit point
? People
prefer to have undesirable events
first ? When given an option to pick between bad and good news, people pick bad news first ? Although the queue at the theatres are long, a good movie compensates for it ? The last experience dominates the memory of the customer
Break pleasant experiences into many slots and combine unpleasant experiences Ex: People don’t like going to hospitals because the long wait just increases their agony ? When dealing with customer complains, shorten the time/steps taken to resolve the issue ? Distract the customers when they are experiencing unpleasant events Ex: When you call to complain, they play a tune while you are waiting for the executive
?
? Customer
is more comfortable consuming a service/product, when he/she has the power to choose ? This gives them a sense of power over the process ? Ex: When your are given the power to choose the seat on a flight, you feel more contended
? Rituals
are important as they set expectations from the customers end ? It adds to the customer experience ? They are used to set standards, which if met, equals to a good experience ? Ex: A badly turned out candidate seldom gets the job ? Lapse in following a norm/ritual leads to negative perception in the customer’s mind
? Time
seems to drag, when it speeds by, and when in a sequence of events an uncomfortable experience will be least noticeable. ? Customers interpret an event after it's over ? People blame individual instead of the system ? We are predisposed to accept responsibility for success and reject responsibility for failure.
doc_878651289.pptx
It also tells about making impact on customer, building commitment through choice and giving extensive customer insight.
? Behavioral
science explains how customer react to various experiences ? It provides new insights to better customer experience ? It is important to understand how the customer interprets the encounter
? Understand
? Sequence ? Duration
Emotions
Effect
Effect Effect
? Rationalization ? Shaping
attribution
Creating a good experience requires understanding what triggers different types of positive and negative emotions ? This helps evaluate the different events that trigger different kinds of emotion Types of emotions depends on whether: ? It improves our situation or makes it worse, ? Is associated with a penalty or a reward, ? Is certain or just a possibility, ? Is a significant / powerful event that is ? It is difficult to cope with or it’s not a very ? Is significant event and we can easily cope with the change ? Is caused by the individual or an outside agency
?
? When
people recall incidents, they don’t recall every single moment ? Top of the mind recall is always the last few events ? The assessment of the experience is based on sequence of pain or pleasure, the high and low points and the ending Ex: Call centre would give out the bad information first and then the solution or good news
? People
who are mentally engaged in a task don’t notice how long it takes ? When asked to notice the time, people usually overestimate the time taken ? Increasing the time segment, increases the perceived time taken Ex: The same dance sequel seems longer when divided into 5 segments than when it is divided into 2 segments
Perceived duration of a wait, or equivalently the level of dissatisfaction with a wait depends on
? Emotions
and moods, ? Rate of goal progress and evidence of goal progress, ? Degree of perceived control, and ? Attention paid to passage of time
People always want things to make sense ? The likely cause of an event is usually one event and not a series of events ? The more powerful the customer feels, the less angry he gets in an event of mishap ? Deviation from norms and rituals are usually perceived as the cause of mishaps Ex: Bad marks in an exam is because the student was not carrying his lucky pen ? People ascribe blame to an individual and not to the system Ex: Is the coffee was served was bad, it’s the waiter’s fault and not the coffee machine manufacturer’s
?
? Every
service outcome contains the potential for placing blame or claiming credit ? Provides insight to how people make judgments ? Servers should avoid communicating near misses when dealing with a customer in situations when a constellation of factors resulted in the undesired final outcome
? FINISH
STRONG ? GET THE BAD EXPERIENCES OUT OF THE WAY EARLY ? SEGMENT THE PLEASURE, COMBINE THE PAIN ? BUILD COMMITMENT THROUGH CHOICE ? GIVE PEOPLE RITUALS, AND STICK TO THEM
? Last
impression is very important ? People want an upward progression in the experience ? Ex: A movie with a good beginning that ends badly, is perceived according to the later ? Always keep the golden points for the end ? Give the customer good service till the last touch point ? Ex: Holding and greeting the customer at the exit point
? People
prefer to have undesirable events
first ? When given an option to pick between bad and good news, people pick bad news first ? Although the queue at the theatres are long, a good movie compensates for it ? The last experience dominates the memory of the customer
Break pleasant experiences into many slots and combine unpleasant experiences Ex: People don’t like going to hospitals because the long wait just increases their agony ? When dealing with customer complains, shorten the time/steps taken to resolve the issue ? Distract the customers when they are experiencing unpleasant events Ex: When you call to complain, they play a tune while you are waiting for the executive
?
? Customer
is more comfortable consuming a service/product, when he/she has the power to choose ? This gives them a sense of power over the process ? Ex: When your are given the power to choose the seat on a flight, you feel more contended
? Rituals
are important as they set expectations from the customers end ? It adds to the customer experience ? They are used to set standards, which if met, equals to a good experience ? Ex: A badly turned out candidate seldom gets the job ? Lapse in following a norm/ritual leads to negative perception in the customer’s mind
? Time
seems to drag, when it speeds by, and when in a sequence of events an uncomfortable experience will be least noticeable. ? Customers interpret an event after it's over ? People blame individual instead of the system ? We are predisposed to accept responsibility for success and reject responsibility for failure.
doc_878651289.pptx