Expectations of the module - Customer interaction

New module and new things to learn and reflect over!

 

In my organization we have  made an significant improvement within this area the last year and new theories will inspire us how to improve even more. I am especially interested of the interaction over the phone since a lot of our customers never meet anyone from our company in person but just speak to us over the phone.

 

Looking forward to these weeks!

 Gabriella

Com Hem using influencing strategies by Caldini

I decided to analyses this add/picture, that I found on comhem.se under the page ”Om Com Hem” (about Com Hem). Since Com Hem´s vision is to get the most satisfied customers in Sweden it is very important with the kind of communication that support this.

The add/picture below has the purpose to tell our customers that Com Hem´s network is the greatest, understood – you will be satisfied with Com Hem!

The text says: “We offer you one of Europe’s most modern network.”

 

 

 

 

With Caldinis influencing strategies in mind I have some suggestions to how to straiten this add/picture.

If Com Hem would use the principle of Authority Com Hem would let someone else convey the message. Com Hem has for instance won the Netflix speed index several months in a row. I therefore suggest that this should be used in this add/picture. I think that very few customers care about if the network is modern or not. They just want their services to work, and one way to get them to work is by offering a speed that can handle for instance streaming, which is a common use on internet. This test would then serve the purpouse by saying that Com Hem has the best speed when Netflix are doing their tests on different operators in Sweden.

The text could then be formulated like this: “Com Hem has been placed on top several months in a row on Netflix Speed ​​Index”. In this way it will be more trustworthy than Com Hem themselves stating that they have the most modern network.

Or what do you think?

 

 

Principles of persuations in adds

In this blogpost I will analyse 3 different adds with help of the principles of persuation.

The first add from Synsam is using the principle of scarcity. The underlying message is buy now and get a huge discount.

SYNSAM: “ 50% discount of all spectacle frames. Applys when you buy complete spectacles and is valid until 28/11.”

This ad is probably targeted towards all kinds of people with a vision problem nomatter of age since there is different versions with different models. I think that it will probably work to attract customers that need new spectacles to go to this company instead of a competitor. I do not think that it will get a person that is not looking for new spectacles to byu new ones though since you only get 50% of on the frames when you buy complete spectacles. The price for complete spectacles will cost a substantial sum, and is not something that you buy spontaniously.

 

 

The “stamp” below is using the principle of social proof. We tend to like the things that others like.

IF: “Sweden´s most satisfied customers.”

The underlying message is that others are satisfied with this company and therefore you would be able to be that to. It will probably help the company in a situation where a customer is comparing two similar insurance companies and the other does not have this “stamp”.

 

The next add is using the principle of authority.

NORVITAL: “Proofs: The product against hereditary hair loss helps.” Associate professor Jonas Muntzing: The amount of hairs increased after the treatment.

The underlying message is that an associate professor has commented the test and therefore the test is valid. The ad doesn´t say anything about  how the test has been performed, how many it has helped, who it has helped and so forth. I think that this add will work very poorly. What might work is that the ad in itself create awareness of the product.

 

Principles of persuation within telcom

While reflecting on the principles of persuasion I realize that telecom companies are very efficient with using the principles for sales. For example within telecom we often use reciprocity in terms of giving the customer 3 months for free if they sign up for an even longer period afterwards, there are several methods for consistency when it comes to prolonging customers when they are out of binding, there are often time limited offers presented to the customers (scarcity).

When it comes to how we use the principles for customers satisfaction telecom companies often distribute test results of well performed speed tests and coverage tests done by independent sources, using the principle of authority.

I though find a great potential at least to how my organization are working with these principles to persuade customers to be satisfied with us. We could perform much better when it comes to telling our costumers the improvements we have done in for instance NPS results. This would then make more of our customers think that we are making tremendous improvements and be willing to recommend us according to the principle of consensus.

Interesting week with lots of new ideas.
Gabriella Elias

Influencing strategies

In this module we will learn about influencing strategies.

I am really curious to learn more about strategies to influence customers and to reflect upon the principles of persuasion linked to my organization.

I expect to learn more and to be able to discuss theories I have learnt with other classmates and colleagues at work.

While watching the first video I realize that trends will affect the whole business structure of companies. Quite large changes need to be made within companies to match shifting trends, and if we could learn to be more susceptible to this, companies would benefit a lot from it.

With high expectations on more knowledge in this topic!
Gabriella

Vacation with friends and family

Right now I am with my family and friends at Mallorca. With my computer I am located at the terrass of a beautiful house that we have rented together with two other families. The house and the location over delivered towards all our expectations. The owner of the house even said himself that many guests before us had said to him that the pictures of the house did not live up to the performance of the house.

Even though the weather has been quite bad, comparing to the expectations we had when booking a trip to sunny Mallorca, the whole experience is great.

Depending on long term and short term satisfaction I think that all of us at this trip will talk about how great it was for all our lives. Could it be a combination between that we put a lot of effort, money, planning, longing and other high expectations into this, and that a trip with close friends give so much back in terms of positive emotions? We all want this trip to be great and therefore we all exert ourselves a little bit more to live up to all expectations.

Soon making a trip to a white sanded beach
Gabriella

I am satisfied!

Has the course so far lived up to my expectations?
Well the short answer is YES! J

I had to remind myself what my expectations were. I wrote in my first blog that “I hoped that the course would help me to build a network to help me and my colleagues to reflect on our company’s challenges, and I also hoped to get a better platform of knowledge”.

The course so far has not only helped me to build a network outside of work (which is great), but above all a network within the organization. I have a colleagues that has joined the open course out of interest (and perhaps one more that will join). We now have interesting discussions about the different theories. I also have colleagues that are interested in what I study and are following my blog. This also gives me new opportunities to reflect upon theories in the context of company challenges.

My satisfaction judgement of this course has been experience based and not based on quality of the course as I would have thought before learning about the theories behind.

I have learned through the theories that quality of a product/service and satisfaction judgement is different concepts which needs to be considered within the organization, especially when working towards having “the most satisfied customers” like my organization do. To be able to increase customer satisfaction our company need to consider what actually influence satisfaction. We need to be aware of the difference between quality judgement and satisfaction judgement.  Traditionally we have measured rational parameters, interpreted in my organization to speed of our BB, design of the modem, surf uptime etc, and now we also have to add perceived or subjective quality, for instance if speed is good enough for my own consumption over internet, for streaming the films that my friends do or playing the games that my friends play etc. (regardless of what speed it is). Is my BB working at the time of day when I am chatting with my friends? (Not if it is working 99,8% or 99,9% of the time).

I set the expectations on the course after reading about the course content. But, while reflecting on my expectations I realize that my own expectations was described according to measurable parameters, but in fact I was not only expecting a new network, but a new network relevant for me that I felt confident to use and that I trust. In fact I was not even aware of my own expectations, or I did not know what I could expect or what made me satisfied before my studies started. Anyway performance has over delivered compared to expectations and disconfirmation has arisen and lead to satisfaction, (according to the disconfirmation model).

From the way I talk about this course I can relate to the theory that word of mouth, loyalty and repeated purchase is a consequence of satisfaction. I talk well about the course, I intend to continue my study and if there will be a continuing course I will definitely look over the possibility to take that one too.

Gabriella Elias