Actually, it all started because I was on a mission to develop a financial model for CX Business Case but nothing worked properly and we spend billions on bad info.
This was nearly 10 years ago when I ran the customer experience project in a big bank. Back then CX was a project not a team! Didn't solve it then but kept thinking about it. It was taking years! I had left that job and started consulting but I could not sort it out. I looked at all the main metrics.
Some of the metrics were nothing more than marketing spin but did detect emotions slightly.
Other metrics were more emotionally efficient but none of them connected VOC to accurate scoring so that I could create some kind of emotional currency and build an AI model that worked.....for some reason or other the body language or the micro expressions or the other 25 different ways of looking at experience did not produce the same result.
There was something wrong with each of the metrics but some of them failed more than others.
NPS was easy - there is no opposite of recommend so it could never cover everything and its about the companies agenda not the customer. Also, its a construct (emotional dissociative future active hypothetical - technically) process habit so it failed more frequently than CSAT. And ridiculous as it sounds it has a series of quantum issues as well - don't ask!
CSAT was good because its about a feeling and proved much more accurate but it failed to differentiate between very unhappy customers and those leaving sometimes. The same was true of CES. Customer Effort Score is an almost perfect metric and it failed least. But it only looked at a small range of emotions. Trust Pilot also failed a bit as did the brilliant Happy or Not both of which failed in the same way but scored much higher for emotional satisfaction!
If this was a movie there would be a montage of me travelling the world....getting older going "why". Staring into space, thumping the desk and of course asking everyone. You get the idea - I do mean years!
But why? and then it stuck......More Than!
So there it was the answer...they didn't account for "more than" and that was an emotional bias. Ironically as a therapist I would have picked up on it in the language of a patient in a second. Having spent a life in large organisation I had become numb to the fact that we sometimes "more than" upset peoples lives and don't measure it properly. Its morally wrong!
So that was it. Just add "more than" to the scale and it would make scores more useful. More than Happy, Satisfied, Difficult/Easy, VeryVery, Very Completely, easy to translate common phases into Math
I know that most of you have no idea what that means but suddenly I can describe the importance of any emotion on any experience so a person and an AI can both understand it. People and companies can both understand it so it becomes a currency. But for those who do check it and find the flaw because so far we can't - but it's early days.
Except it it still had a flaw. There is no such thing as a perfect 10. We had to change the way the scales worked to reflect how we thought. The second Lightning bolt was Zero. Everyday we wake up and we go through a process of establishing our emotional state. I could use that. We all start from OK as how we feel anchored to but ok works for everything. OK = Zero. I HAD done it.....It still was not easy for people to use. The five states worked but I could not get users to understand it.
The 3rd bolt happened perhaps because by now I was getting help from amazing people. We needed a structure for describe types of feelings and other experience elements and there was one we could adapt to provide a reliable human data emotional interface.
You can describe any feeling. Satisfaction, effort, loyalty, anger, engagement, what ever is important to you. You can use you best and worst examples to calibrate and to develop best practice.
AI is now accessible to behaviouralists and it is now possible to analyse the micro-moments of experience....if you have a model that can tell you 3 things:
Is it true [On/Off]
Does it matter [Active / Passive]
How much [Degree]
In data terms we are talking about 3 values over 5 values that define an infinity of emotions as waves and states......look mum and dad I am doing quantum!
These are the data items that are added to time cadence and other metrics to provide a Hi-Def picture of Customer Emotions that anyone can understand. They allow for conflicts between drivers and explain them using common language like more than and very. Ask 4 questions and you can score anything within an emotional framework that is relevant to your experience.
This is the riddle of emotion solved, or not. I await my academic beating with baited breath because at the end I will know the answer!
How angry is the customer....but now I can tell you the rough value of your customers emotion - which is useful!
find out more at www.e-score.today
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