The customer experience, the customer relationship,… There is a common point. The human. Indeed, the customer experience and the relationship are above all based on the notions of feelings and emotions. Although customer journeys and contact points are increasingly dematerialized, digitized, robotized, the human remains an essential variable in the customer relationship.
How to detect emotions?
In order to detect emotions, speech analyzes are often carried out. Entire sentences, keywords, expressions are studied.
It is a question of evaluating the satisfaction from the feelings which could be detected in the analyzes of the various conversations with the customers.
Several notions are taken into account in order to determine the overall perception that the customer has of the company, such as attachment to the brand. This notion is then analyzed from the angle of the Net Promoter Score. This lets you know if a customer would be likely to recommend the business.
Identify emotions throughout the customer journey
In the omni-channel era, it is then a question of identifying the journey of customers in order to determine their level of satisfaction on all distribution / communication channels. The idea is to take an interest in consumer emotions at each stage of the journey using, for example, short questionnaires, conversational analyses, etc. That way, you're more likely to spot what's in the way. At one stage of the customer journey, for example, it is possible to see that many customers experience a peak of negative emotions. The business can then improve by identifying the sticking point experienced by consumers. In other words, the emotions and feelings of consumers, once identified, allow the company to better understand the journey and adapt their omni-channel strategy.
In practice, when a customer who has already called you and with whom the tone had been quite lively, may be offered an exchange with a different adviser, more experienced, better able to answer his problem because potentially more expert on the topic in question, etc. The objective being that the consumer leaves the conversation with a positive emotion, satisfied.
Can emotional management be supported by chatbots?
For the moment, chatbots are not yet really great assets for managing customer emotions. The current challenge is therefore to be able to propose an adviser " human " to a dissatisfied and/or dissatisfied customer with his interaction with the robot. The question that then arises is when to switch the conversation from the robot to the human? The challenge lies in this transition from the intelligent virtual agent to the adviser. It should be seamless. This implies that the robot transfers a set of context-related elements to the advisor who will take over the conversation.
Finally, managing all the emotions makes it possible to provide a better customer experience and subsequently to generate more satisfaction. The emotions experienced by the consumer lead him to action. We all already knew it (more or less), we are not such rational beings… Emotion plays a large role in our decision-making! Emotion has even been shown to play a central role in consumer loyalty. According to Forrester, "emotion is the first loyalty factor in 94% of cases".
Up to you ! Detect the emotions experienced at each stage of your customers' journey and create a map of them! The objective is to overcome negative affects as often as possible.
