#20 | DCX - Perspectives and insights on digital customer experience
DCX Podcast #7 - Response Time Analytics and the Future of CX; What is CES and how is it Deployed; DCX Linkedin Poll; Links to Industry news, ideas, insights, and the DCX Thought Leader of the week
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Response Time Analytics and the Future of Customer Experience
Today, I'm super excited to be talking with Rafal Ohme and Victor Szczerba, co-founders of Response Time Analytics, and Mike Kennedy, a strategy and business advisor to the team.
RTA has developed a neuroscience and AI application for response time analytics and filter responses. We're going to dig deep into what that means. It's been used for ultra-high-end surveys by consultancy companies to measure emotions. And this allows them to unlock emotions from digital feedback to detect more accurate feedback, which I think is something we're all looking for.
Here are the top 7 takeaways from the discussion:
First, RTA is about measuring hesitation.
With RTA, one can uncover sometimes small and sometimes significant insights previously invisible.
Cognitive psychology and social psychology say that when you hesitate, the likelihood that you will walk the talk and exercise your words into actions dramatically drops when you hesitate.
RTA was able to predict what the actual vaccine hesitation rate was almost a year in advance.
During COVID, only 80% of Italians who were asked, ‘Are you going to wash your hands for 20 seconds?’ said yes. However, only 18% said it without hesitation, vs. 61% in the US.
RTA’s tech is based on the Implicit association research of Anthony Greenwald and Mahzarin Banaji, authors of Blindspot, Hidden Biases of Good People.
Adding RTA to a survey system involves just nine lines of code.
Try out Response Time Analytics for yourself.
Scan the QR code, answer the questions and see how much of a Party Animal you are!
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What is CES - (Customer Effort Score), and how is it deployed?
CES is a metric that measures the effort required for a customer to interact with your company.
The higher the CES, the more satisfied customers will be.
Gather this data through surveys sent to customers at the end of purchase or after a service interaction.
CES surveys should be deployed immediately after interactions or touchpoints
1. Ask the customer how easy it was to get their issue resolved
2. And then ask why they rated this interaction easy or difficult
With these two questions tied to the moment of interaction, you can get actionable feedback to improve or close the loop on it and indicate whether they’ll return as a customer.
Calculate the CES score by finding the average of all responses.
In other words, divide the total sum of responses by the total number of survey respondents.
Here is the equation: (Total sum of responses) ÷ (Number of responses) = CES score.
CES Measurement Scales
There are several ways to conduct customer satisfaction surveys, but at the end of the day, they all get down to one thing: How much effort do customers expend to complete a particular action?
The Likert scale can measure satisfaction, agreement, desirability, and frequency. Generally, the Likert scale uses a 7-point scale.
You might want fewer answer choices for specific surveys because there is no need for a significant variation in responses. In this case, adjust the Likert scale from a 7 to 5 point scale.
The 1–10 scale easily translates your raw data to a CES score because of its focus on a numeric rating. Keep in mind that if you want to ask your respondents to rate the effort required to resolve a problem, be sure that the lowest numbers (1, 2, and 3) are associated with low effort levels, and higher numbers equate to high ones.
We all have customer issues we would like to fix, improve, or adjust. Understanding the customer efforts will help achieve that; thus, the best way to get customer effort is through customer experience efforts. Nonetheless, as you may note in the discussion above, it's critical to understand the CES concept in your efforts to move from traditional customer experience management initiatives to new digital solutions.
DCX Linkedin Poll
Customers’ self-serve expectations are changing rapidly, and companies need to respond to optimize and improve quickly. This means focusing on trust and empathy in the digital journey.
The survey found that 35% of respondents said omni-channel context was the most important digital tool to help build empathy and trust. Omni-channel context is the ability for brands to understand their customers in the context of all channels, including physical and virtual touchpoints, and across all devices. It's about understanding the customer journey from beginning to end, regardless of where that journey takes place.
For example, suppose a consumer visits your website on their computer but decides to make an online purchase using their mobile phone later that day. In that case, you need to know this information to provide a consistent experience across all channels.
Brands can deliver a more consistent experience across all media, including email, web pages, social media sites, mobile apps, and more. This consistency builds trust between brands and customers because it makes it easier for people to know what to expect from a company when interacting with them online or in person.
Empathy is considered a key attribute in customer experience because it allows businesses to better understand their customers' needs, wants, and desires. This helps marketers develop more effective strategies for attracting new customers and retaining existing ones.
Etc.
Links to Industry news, ideas, insights, and the DCX Thought Leader Linkedin Profile of the week
Who’s Who in Artificial Intelligence? Top 50 Influencers to Follow - Onalytica
This report highlights the Top 50 influencers who are driving the most engagement on the topic of Artificial Intelligence across LinkedIn & Twitter. You can discover various influencer personas in this list, ranging from Academics & Researchers, Event Speakers, Journalists & Contributors to Content Creators.
The AI Bill of Rights and Its Effect on Marketers, CX (cmswire.com)
I recently spoke with Jennifer Torres from CMSWire about the potential impact of the "AI Bill of Rights" on marketing and customer experience.
The White House released a set of guidelines for the ethics of artificial Intelligence in its new "bill of rights" The document is intended to serve as a guide for the design, use, and deployment of automated systems. The OSTP (Office of Science and Technology Policy) sought input from citizens from various sectors of communities nationwide, including industry leaders, developers, policymakers, and other experts. The blueprint highlights five principles: protection from “unsafe or ineffective systems,” Equitably designed algorithms, and systems that are not discriminatory. The AI Bill of Rights could significantly impact how brands and their customers interact.
What’s better for measuring CX - CES or NPS?
I sparked a spirited debate on Linkedin when I argued that Customer Experience Score (CES) is a better metric to use than Net Promoter Score (NPS) for measuring customer experience and gathering actionable feedback. Check out the conversation in the Customer Experience Professionals Group on Linkedin. (You may need to join the group to view the post.)
Age of Invisible Machines by Robb Wilson
Age of Invisible Machines is a treatise, well worth reading ASAP, on how conversational AI and hyperautomation will change customer and employee experiences.
Artificial Intelligence and hyperautomation are changing the nature of every job at every company. Wilson's book debunks common myths about conversational AI while laying bare the inevitable complexity of restructuring your business to unlock the massive opportunities this new era affords. A must-read for every business leader. You'll discover ways of internalizing and orchestrating new technologies that are force multipliers for rapid growth in your organization. In addition, you will learn how to develop a strategy for hyperautomation by identifying the outdated processes and systems holding your organization back.
DCX Thought Leader Linkedin Profile of the week
Every week, I share a person's profile from Linkedin that I think will benefit your life and career.
This week, I’d like to introduce you to Wayne Simmons, Customer Powerhouse Customer Experience Leader at Bayer Pharmaceuticals.
I came across Wayne about a month ago after he posted his article - New Experience Economy: The World Needs More Chief Experience Officers (ibtimes.com). He proposed the idea of bringing together customer experience, customer service, and customer success under one leader. I agree with him. The silos of most companies create a disconnected and inconsistent experience fraught with operational and experiential friction. I’ve been following him ever since.
Wayne started his career in the US Army in Airborne Intelligence, surveillance, and reconnaissance, moved into Big 4 consulting, and founded and ran a consultancy serving enterprise and public sector clients. In 2017 he joined Mercer, providing interim leadership for the Intellectual Capital Solutions business, an internal startup. In addition, he had a short stint at the Ritz-Carlton as Global head of delivery - where is transformed and led the delivery of the legendary ethos, practices, and systems of the Ritz-Carlton brand.
He currently serves in a dual capacity at Bayer Pharmaceuticals in the Global Marketing Customer Powerhouse commercial transformation program and the Customer & Business Insights organization. He’s driving digital engagement, brand preference, and growth, as well as voice-of-customer (VoC) analytics and insights for healthcare provider (HCP) and patient journeys.
Reach out, say hello and follow him!
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365 Days of Accountability
365 Days of Accountability Journal coming soon!
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