From food chain to cognition chain (and what this means for CX professionals), by Lotte Willemsen, Professor University of Applied Sciences Utrecht

1. Lotte Willemsen • lotte.willemsen@hu.nl • @lottewillemsen
From food chain to cognition chain (and what
this means for CX professionals)
#inSpiredEvent2017

2. FROM FOOD CHAIN TO
COGNITION CHAIN
AND WHAT THIS MEANS FOR CUSTOMER
EXPERIENCE
DR. LOTTE WILLEMSEN
@LOTTEWILLEMSEN

3. THE FOOD CHAIN.

4. COGNIFICATION.

5. 70%
FIVE YEARS FROM NOW, ROBOTS WILL OUTPERFORM
HUMANS IN ANSWERING SERVICE QUESTIONS
SOURCE: UPSTREAM (2017)
“DO NOT AGREE”

8. BY 2020 THE AVERAGE PERSON WILL HAVE
MORE CONVERSATIONS WITH BOTS THAN
WITH SPOUSES

9. WEB OF AIGENTS.
2024
WEB OF THINGS.
2014
WEB OF PEOPLE.
2004
WEB OF PAGES.
1994
FLOW OF BIG DATA
INFORMATION

10. Bron: Kelley (2016)
PEOPLE • (INTERNET OF) THINGS • AiGENTS
MULTIPLE SPECIES OF COGNITION

11. THE COGNITION CHAIN.
Say “hi’ to AI

12. HUMAN TECH

13. HUMAN

14. • •
|
Goren et al., 1975

15. • •
|
Vouloumanos et al., 2007

16. WE ARE MORE PRONE TO LIKE A CAR
WHEN IT SEEMS TO SMILE (VS. FROWN)
(Aggarwal & McGill, 2007)

17. WE HAVE MORE TRUST IN SELF-DRIVING CARS
WHEN GIVEN A HUMAN NAME AND VOICE
(Waytz et al., 2014)

18. A CONVERSATIONAL HUMAN VOICE HAS A POSITIVE IMPACT ON :
TRUST • SATISFACTION •NPS• REPUTATION
Willemsen & Van Noort, 2015

19. DIRECT ADDRESS
INFORMAL VOCABULARY ‘GREAT
DISCOURSE MARKERS ‘OK’
EMOTICONS & EMOJI’S
INFORMAL PUNCTUATION ‘…’
SOUND MIMICKING ‘YAY’
Willemsen & Van Noort (2015), Gretry et al. (2017)

20. HUMAN = WHATEVER
SEEMS HUMAN
HUMAN

21. … FORM
… VOICE
… NAME
… COMMUNICATION STYLE
… ETC.
HUMAN

22. A MIND

23. 1.EXPERIENCE
THE ABILITY TO SENSE AND FEEL EMOTIONS

24. 2. AGENCY
ABILITY TO SET GOALS, PLAN, HAVE (GOOD) INTENTIONS

25. AGENCY
EXPERIENCE
Gray et al. (2006)

27. Gray & Wegner (2012)

28. AGENCY
EXPERIENCE
Gray et al. (2006)

29. QUARTZ: ADRESSES EMOTIONS (EXPERIENCE) AND ALLOWS SELF-CONTROL
(AGENCY)

30. HUMANS
AS ROBOTS

31. EXPERIENCE
AGENCY?

32. 61%
AUTHORITY TO ADDRESS COMPLEX QUESTIONS OR
COMPLAINTS?
SOURCE: KIRC (2017)
“LITTLE OR NO AUTHORITY”

33. CONVERSATIONAL
HUMAN VOICE
OR …
A DISTINCTIVE
TONE OF VOICE?

35. 1
2
3
4
5
6
7
SOPHISTICATED STOER
SOPHISTICATED STOER
ALIGN TONE OF VOICE WITH BRAND
PERSONALITY
BRANDEVALUATION
SOPHISTICAT
ED.c
TOUGH.c
TOUGH.cSOPHISTICAT
ED.c
Sirianni et al., 2013

36. ALIGN TONE OF VOICE TO CUSTOMER’S
PERSONALITY:
MORE SATISFACTION + HIGHER NPS
Horzyk et al. (2009)

37. HUMAN = ABILITY TO
EXPERIENCE
HUMAN

38. … SHOW EMOTION
… ADRESS EMOTIONS OF OTHERS
… HAVE A DISTINCTIVE PERSONALITY
… ADAPT TO PERSONALITY CUSTOMER
HUMAN

39. HUMAN = ABILITY TO
HAVE AGENCY
HUMAN

40. … ORGANIZE MANDATE
… FLEXIBLE IN THINKING
… FACILITATE INPUT & SELF-CONTROL
… PROVIDE OPTIONS
HUMAN

41. LOYALTY HIGHEST IF AN ORGANIZATION COMBINES DIGITAL SELF-SERVICE
WITH
HUMAN SERVICE – ESPECIALLY FOR NEW AND COMPLEX TASKS

42. 1.HUMAN ≠ HUMAN
TOUCH
HUMANS CAN FEEL LIKE ROBOTS
ROBOTS CAN FEEL LIKE HUMANS

43. 2. ASK THE RIGHT
QUESTIONS
CAN [CHANNEL X] PROVIDE A HUMAN
TOUCH?
HOW CAN [X] PROVIDE A HUMAN TOUCH?

44. 3. OUR INTELLIGENCE
MIND IS WHAT
MAKES US HUMAN
EXPERIENCE & AGENCY DEFINING
FACTORS

45. FROM FOOD CHAIN TO
COGNITION CHAIN
AND WHAT THIS MEANS FOR CUSTOMER
EXPERIENCE
DR. LOTTE WILLEMSEN
@LOTTEWILLEMSEN

46. Lotte Willemsen
#inSpiredEvent2017
Email: lotte.willemsen@hu.nl