Report: Humanizing Digital Interactions

humanizing digital interactionsWe just published a Temkin Group report, Humanizing Digital Interactions.

Emotions play an integral role in how customers make decisions and form judgments. This means that how a customer feels about an interaction with a company has an enormous impact on his or her loyalty to that company. However, companies tend to ignore customer emotions, especially during digital interactions, which is problematic as customers are increasingly interacting with companies online. This report focuses on humanizing digital interactions by replicating the elements of strong human conversations.

Here are some highlights:

  • We developed The Human Conversational Model, which is made up of seven elements – Intent Decoding, Contextual Framing, Empathetic Agility, Supportive Feedback, Basic Manners, Self-Awareness, and Emotional Reflection.
  • We share over 35 examples of best practices from companies that are designing digital experiences across the seven elements of The Human Conversational Model.
  • We demonstrate how you could apply The Human Conversational Model to three types of digital activities: opening a new bank account online, purchasing a pair of shoes through an app, and getting technical support online.

Download report for $195
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A gratifying conversation requires two processes:

  • Cooperative Interface. Each participant is required to collaborate with her partner to achieve the shared goal of the conversation – be that casually catching up, gathering information, sharing knowledge, etc. This is the part of the model that a conversational partner sees and responds to, and it consists of five elements: contextual framing, intent decoding, empathetic agility, supportive feedback, and basic manners.
  • Background Mindfulness. This portion of the model is not observable within what would normally be considered the scope of the conservation as it pertains to what happens internally within person. Each participant has a pre-existing notion of who he is as an individual (self-awareness) and throughout the course of the conversation, learns about how he affects other people (emotional reflection). Though not directly observable, “background mindfulness” informs the way in which each participant communicates with his current and future partners.

Here’s an overview of the Human Conversation Model along with best practices we highlight in the report:

human conversation model for digital interactions

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Report Outline:

  • Emotion in Digital Experiences
    • Digital Interactions Need an Emotional Makeover
  • Introducing The Human Conversational Model
    • The Seven Elements of The Human Conversational Model
  • Applying The Human Conversational Modelto Digital Interactions
    • Intent Decoding
    • Contextual Framing
    • Empathetic Agility
    • Supportive Feedback
    • Basic Manners
    • Self-Awareness
    • Emotional Reflection
  • Applying The Human Conversational Model

 

Figures in the Report:

  1. The Three Components of a Customer’s Experience
  2. Impact of Success,Effort, and Emotionon Loyalty
  3. The Human Conversational Model
  4. Best Practices Across The Human Conversational Model
  5. Amazon: Remember previous interactions
  6. NorthFace: Ask Questions
  7. HomeAdvisor: Group together like-minded customers
  8. Regions Bank: Modulate tone
  9. Hilton: Use chat
  10. Types of Digital Body Language
  11. Virgin Atlantic and MusicMagpie: Monitor digital body language
  12. TELUS: Make it easy to reach a human
  13. Moven: Adjust communication style
  14. HomeAdvisor: Use loading animation to indicate delays
  15. MailChimp: Use microcopy
  16. Walgreens: Design for mental models
  17. Don’t Interrupt
  18. USAA: Make Information Easily Digestible
  19. California State Lottery: Core brand emotions
  20. Organizational Personality
  21. Moven: Incorporate Emotions Into CJM
  22. Applying The Human Conversational Model

Download report for $195
download humanizing digital interactions

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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