use science to build trusting relationships and reduce churn
TRANSCRIPT
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Using Science to Build
Trusting Relationships
and Reduce Churn
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Relationship is a Process
Sources: Blieszner, R. & Roberto, K. A. (2003). Friendship across the lifespan: Reciprocity in individual and
relational development. In F. R. Lang & K. L. Fingerman (Eds.), Growing together: Personal relationships
across the lifespan (pp. 159-182). Cambridge, U.K.: Cambridge University Press.
Initiation Maintenance Dissolution
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Loyalty Research
Product
Relationship
Market
Trust Moderates Loyalty
Adapted from: Ruyter, K., Moorman, L., Lemmink, J. (2001)
Loyalty
Affective commitment
Calculativecommitment
TRUST
High
Low
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Trust Factors
• Ability: competence, predictability and
consistency
• Benevolence: caring, goodwill, empathy
and commitment to shared goals
• Integrity: fairness, objectivity, honesty and
open communicationSource: Borum, R. (2010) Science of Interpersonal Trust. SelectedWorks of Randy Borum, University of South Florida
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Trust Learning Quiz
Learning occurs in a single experience.
TRUE FALSE
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Trust Learning Quiz
First impressions linger.
TRUE FALSE
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Trust Learning Quiz
Once a belief is formed, it’s easy to change.
TRUE FALSE
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Trust Over Time
High
Low
Life Cycle Trust
Source: Seeing is
believing:
Trustworthiness as a
dynamic belief,
Cognitive Psychology
61 (2010) 87–105
Luke J. Chang, et al
Initial Trust
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Customer Journey Mapping
Recognize Investigate Decide Purchase
Customer Lifecycle
Implement Learn Use Terminate
Customer Acquisition Service Delivery
Business Process/UX
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A New Twist…
Recognize Investigate Decide Purchase Implement Learn Use Terminate
Customer Acquisition Service Delivery
Initiation MaintenanceDissolu-
tion
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Mindful Customer Experience Design
Recognize Investigate Decide Purchase Implement Learn Use Terminate
Customer Acquisition Service Delivery
Initiation MaintenanceDissolu-
tion
Effective andAffective
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Gaining Trust
Five Critical Moments
Connection Build relationships through commonality
Power Increase mastery, autonomy and choice
Proof Show that you keep your promises
“Wow!” Surprise and delight
Truth Show character when the chips are down
See my blog post: http://se-partners.com/five-critical-moments-in-the-customer-experience/
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Moments of ConnectionAffective Effective
“I noticed you live in Denver.
Whereabouts?”
“My sister lives there. So are
you also a Broncos fan?”
“What got you into this
industry?
“Can you tell me a little more
about your business?”
“What problem are you
trying to solve?”
“What’s important to you?”
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Communication CadenceSubscription Renewal
Phone
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Faces, Faces, Faces!
Photos in e-mails
Photos in sales and support chats
Web conferencing
Video help topics on YouTube
Video e-mails
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Three Practical TakeawaysMoments of Connection
1. Make training item #3 in your onboarding
call agenda
2. Front-load your cadence
3. Add faces—everywhere!
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Mindful Customer Experience Design
Recognize Investigate Decide Purchase
Customer Lifecycle
Implement Learn Use Terminate
Customer Acquisition Service Delivery
Business Process/UX
CONNECTION, POWER, PROOF, “WOW!” TRUTHFive Critical
Moments
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Questions?
Ed PowersService Excellence Partners
www.se-partners.com
970-235-0078