March 20, 2017
March 16, 2017 Leave a comment
As part of our push to drive more detailed discussions about emotion, we examined the emotions that consumers feel after specific interactions. It turns out that different interactions lead to a variety of emotions which have differing loyalty effects.
The chart below shows 10 emotions that 10,000 consumers selected to describe how they felt after completing eight interactions.
As you can see above:
- Most interactions lead to positive emotions, as the four most prevalent emotions on our list are Happy, Excited, Relieved, and Confident.
- Happy and Excited are the most common emotions.
- Purchasing a new pair of shoes leads to the most frequent emotion, Happy.
- Researching a health insurance plan doesn’t create any consistent emotional response, as the most common emotion (Relieved) was selected by less than one-third of consumers.
- Investigating a mistake in a monthly bill is the interaction that most frequently leads to Angry and Frustrated.
- Filing a claim with a home or auto insurance company is the interaction that most frequently leads to Appreciated and Worried.
- Researching a hotel or rental car for a trip is the interaction that most frequently leads to Confident.
- Researching a health plan is the interaction that most frequently leads to Confused and Disappointed.
- Using a new mobile phone or tablet for the first time is the interaction that most frequently leads to Excited.
- Reaching out for technical support for a computer is the interaction that most frequently leads to Relieved.
We also looked at the loyalty that consumers have to companies based on the emotions that they’ve experienced. The chart below examines the loyalty for each of the 10 emotions averaged across all eight interactions (I’ll examine interaction-specific data in a future post):
As you can see:
- Excited and Appreciated lead to the most loyalty.
- Disappointed leads to the worst loyalty profile.
- The lack of any of these emotions leads to less of both loyalty and disloyalty.
The bottom line: Focus on the specific customer emotions you’re creating.
March 14, 2017 Leave a comment
Here’s the data snapshot description:
In January 2017, we surveyed 10,000 U.S. consumers about their media usage patterns and compared the results to similar data we collected in January 2016, January 2015, January 2014, January 2013, and January 2012. Our analysis examines the amount of time consumers spend every day watching television, browsing the Internet (for both work and leisure), reading books (both print and electronic), reading newspapers (both print and electronic), listening to the radio, reading a print magazine, and using a mobile phone. This data snapshot breaks down the results by income level, education level, and, most expansively, by age.
Here’s a portion of the first figure from the data snapshot that contains 13 data-rich charts. As you can see:
- Time spent over the last six years with mobile web/apps has increased the most, followed by using the Internet at work and reading a book online.
- Across all of the media activities we track except for using the Internet at work, consumers spent more time doing them in 2017 than in 2016.
- Consumers increased their time reading paper books and magazines by 30% over last year, the largest increase of any activities.
- While consumers increased their reading of newspapers, they also had a jump of 27% in the amount of time they spent reading the news online.
March 4, 2017 3 Comments
I just heard that Pete Winemiller passed away, and it hit me hard. I knew that he had been battling cancer, but I thought that he was winning the fight. How could he not? Pete was one of the most positive people that I’ve ever met. The world lost a wonderful man… and a true customer experience trailblazer.
Pete was the Senior Vice President, Guest Relations for the NBA’s OKC Thunder. His work on customer experience focused on the people who were interacting with fans. Not just employees of the Thunder, but all of the people from all of the partners who played some role in the fan experience, including concessions, parking, ticketing, maintenance, and even the police force.
I actually was privileged to give Pete and his team two different CX awards. In 2012, the Thunder earned Temkin Group’s CX Excellence Award. When Pete heard that they had won, he immediately asked if we could provide multiple versions of the award to give to his partners. He brought his partners out during the half-time of a game to share the award with them.
In 2014, the Thunder won a CXPA.org CX Innovation Award. Pete flew in to accept the award and I gave it to him on stage. He was a big man who had a huge, warm handshake. As with all of his accolades, he wanted to share the award with all of the Thunder partners. In November of 2014, I went to OKC with my daughter to participate in the halftime ceremony (I’m on the left and Pete is next to me).
I really enjoyed that visit (you can read about it here). It was great to see Pete operate. He seemed to know the names of all the people who were working at the game. As he walked around the stadium, he was both a cheerleader and a stickler for quality. In his wake, he left a highly engaged workforce, most of whom were only part-time employees.
Pete was a great example of a purposeful leader. He operated with a clear, well articulated set of values. As a result, all of the employees who affected the fan experience delivered on the OKC Thunder’s five service principles (acronym CLICK!):
- Communicate courteously
- Listen to learn
- Initiate immediately
- Create connections
- Know your stuff
We regularly interviewed Pete as part of our research, so you will see snippets of the OKC Thunder’s efforts in may of our reports. One of the most detailed overviews of Pete’s work can be seen in our 2013 report, Lesson in CX Excellence (download for free using the code “ThanksPeteW“).
The world lost a true CX trailblazer and a great human being. I’ll miss him.