Posted on 2017-10-26 11:55 by Joakim Thörn

Here is one more exciting video from the Customer Experience Summit and the CX Talks gathering in Atlanta October 2, 2017. Tanner Hopkins from Thumbtack speaks about the importance of emotions and why their engaged customers spend about 45 percent more than the non-engaged. What can you learn from this? Type your comments and thoughts below and share if you like it. <3


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Here is a full transcript of this 10-minute video and presentation.

All right thank you. Thanks for also asking people for Thumbtack because no one has, but I'm explaining what it is. So while I was putting together this presentation, it was suggested that I pick a really compelling graph or statistic to really grab your attention. But as I was thinking about how we as CX practitioners can create more profound emotional experiences. I thought maybe more graphs and stats wasn't what we needed. So instead you get this, you may have a couple of questions.


Stalked Instagram account and strong emotional experience

Why is this dog rearing like a wild stallion and what does it have to do with customer experience. Well, let me tell you a story a couple of months ago me and my girlfriend received a package from Chewy dot com. And for those of you who don't know Chewey Dotcom is an online dog food delivery service every three weeks. A new bag of dog food is delivered to our door for our two dogs. 

This package was a little bit different. And when we opened it we were just as surprised as probably you were when you saw it. Then my girlfriend connected the dots a couple of weeks before this she and Chewey had an interaction on Instagram. Like any self-respecting millennial who shares every detail of her life online. She shared an Instagram story of our dog getting excited about the newest delivery and tag Shuey in it of course, and she sent her direct message.

Coincidentally this is how I got my first date with Kristen, but that's another story for a different conference. Instead of flirting with her shamelessly like I had done they acknowledged her loyalty and asked if she had any questions when she told me about it later. I was impressed. I already like Chewy but the fact that they would take the time to address her Instagram story made me like them even more. But while we'd moved on, Chewy kept trying to gain our loyalty.

They stalked Kristen's Instagram feed. Coincidentally just like I had done, and they found this picture of her and her dog Zeke and everything became clear. They decided to commission a painting, maybe from a high school student. I'm not sure to paint a picture of her dog Zeke and send it to her as a gift. So he got a kick out of this. And a new piece of fine art for our wall. But what did Chewy get? Chewy got our loyalty by doing this they created a strong emotional experience that we're going to associate with their brand for years to come.

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The emotional journey

So in business weeks when you guys know we focus on profits losses return on investment operational efficiency and things like that. And while we're focused on the numbers. Customers are making completely emotional purchasing decisions every day. And I realized that at Thumbtack we weren't doing enough to understand our service professionals and their emotions and how we as a support organization specifically can drive those emotions. 

But before I go into the story of what we did to learn more about that I want to talk about what Thumbtack is, a lot of people don't know about it. The story of Thumbtack starts here. This is an attack board at a local coffee shop where service professionals advertise their services to a broad range of potential customers hoping that one or two turns into a valid lead. The founders saw this and thought there must be a better way. So over the past few years, we've been building a technology platform that allows customers to request quotes from professionals and over a thousand categories from plumbers to personal trainers to general contractors were available to give you a quote on almost anything and we're in almost every county in the US. 

Now I want to highlight a pro, somewhat typical Thumbtack Pro. Meat Elyssa, she's a yoga instructor at yoga studios. She teaches classes, but she wants to earn some more money by taking on personal clients as a side hustle. She decides to join Thumbtack to get more leads. And over the coming weeks, she sent some messages to a few potential customers but she starts to get discouraged and frustrated because she hasn't been hired. So she decides to reach out to Thumbtack tech support. She calls us and she gets a hold of Dylan. 

Dylan's a Thumbtacks support specialist. She tells him about her issues and concerns and he gives her some general suggestions on how to improve her chances of being hired. After that interaction, she's feeling a little bit more hopeful but more skeptical than when she started. But she gets right to work implementing the suggestions that Dylan made. This highlights the emotional journey that our pros go through as they interact with us.


Positive emotions drive likelihood to continue

And as you can see her support interaction was an important part of that emotional journey. So like I said before we wanted to understand our pros emotions better and how in our support organization we can help drive those positive emotions to give us the best results. So what we did is, we put together a key driver study, I think some of you have done key drivers before. 

But rather than just asking standard survey questions like satisfaction or likelihood to continue or NPS-score, we did ask those, but along with it, we asked pros how they felt after their interaction with us. I thought of a lot of ways that we can measure this and then I came back to the simple let's just ask him how they felt after their interaction. So we did we asked them. So over six weeks, we received 7500 responses from many different types of pros from top pros who spent a lot of money to new pros to all sorts of pros in between and we took those survey responses and we connected them to the pros revenue spent before they interacted with us and after. We knew that we had to tie the experience results to the revenue in order to validate our study and these were the results.  


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As you can see from the chart this chart is really good looking, the colors are amazing. The positive emotions really drive likelihood to continue and the negative ones are wrote it which kind of makes sense. We thought this was going to happen. Whoever said that they were misled and then felt like we had to continue, I don't know why they would do that but so we knew that was probably going to happen. But what we really wanted to learn was why what could we do or what made some pros feel misled and some pros feel inspired.

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Re-imagine the emotional experiences for new growth

So we dug into the details. We reviewed every case where pros said that they were inspired. We listened to calls we reviewed transcripts and read for notes. We tracked everything that could possibly be a driver. And we found three that were statistically significant.

The first is when we gave confidence in the answer or the suggestions that we were providing that increased the probability of people saying they were inspired. Recognizing their success and accomplishments also increase the opportunity of that being inspired and last was when we were engaged and enthusiastic about assisting the pros. This one came through pretty loud and clear even in the survey comments; pros used the word enthusiastic over and over and over again when describing our support staff.

So we now know what things we can do to help improve the chances of creating inspired pros. And it doesn't guarantee that every time we do this Pros is going to be inspired and spend more with us but it significantly increases the chances. And that matters for Thumbtacks success. What we found in this study is that those Proses said they were much less likely to continue using Thumbtacks.

They spent 45 percent less than those pros said they were much more likely after the interaction. So what are we going to do with this data? Well heading into Q4 we have plans to re-imagine the support that we're offering, from retraining staff to piloting likelihood holding agents accountable to likelihood to continue and revamping our online self-service and automation. We're focused on taking the learnings from this study and incorporating them into how we can service our pros better to create those positive emotional experiences more often. 

Thank you.

Topics: Customer Expeience operations, Customer Experience insights, Customer Experience ROI, Net Promoter Score®, NPS, Emotions

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Joakim Thörn
Joakim Thörn
Customer Engagement Transformist. Father of two, husband, speaker, Helping companies grow through amazing Customer Experience. #CX,#EX,#EEM, #CXM read more