Customer data everywhere & not a drop of value
If you are an analyst or decision maker, you might be forgiven for feeling a little jaded. It seems that a Big Data explosion occurred precisely at the same time our world became more demanding and complex. If you have waded through or produced pages of descriptive statistics trying to find hidden nuggets you might have even give up for lack of time.
Here’s the thing – data in and of itself has absolutely no value. What gives data value is the insights it provides as they relate to the reader. But how can you extract value and deliver that value to change behaviour?
Social Cognitive Psychology has been examining this very question. According to the theory, human motivation is highly regulated by an individual’s prior thinking and beliefs. The impact a message has upon an individual depends upon how strongly they believe the environment affects them, what they can do to change it and their confidence in their ability to make change happen.
Put into action, one study found that simply changing the way health data was presented about soft drinks caused a 50% reduction in purchases amongst teenagers. Rather than listing that a drink contained 250 calories, a message easily ignored, the label was reworded to say “this drink takes 50 mins of jogging to burn off”. Teenagers read the label and opted to change their behaviour.
In this study, the actual data did not change, however it was reworded so that teenagers could see the impact of their decision and could make an easy switch to a healthier behaviour. Voila – behavioural change!
These findings have been replicated for over 20 years and applied to sun smart, smoking and exercise campaigns. One muses how much more effective global warming messages might be in changing public behaviour if the lessons learned in health psych were applied.
Customer Psychology in practice
Can these lessons be applied to speech analytics findings and more importantly to customer and agent behaviours?
The answer is yes, but you need to change the way the data is presented. The insights you uncover in analytics should do three things:
- Be presented in ways that help the reader visualise the issue.
- Identify actions the reader can DO to bring about change.
- Highlight what the reader can change themselves.
If you have found your analytics insights have been met with a ho-hum response or if you are drowning in data delivered by your well meaning, but ill informed staff, it might be time to consider changing your reporting approach and processes.