behavioural meetup: guy fielding

Communicating with

Customers: Practical problems and

Misleading models

Guy Fielding

horizon2

Bristol

20th March 2014

Join our meet-up group for details of upcoming events:

http://www.meetup.com/behavioural/

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In the beginning…

In the beginning…

Michael ArgyleAdam Kendon

In the beginning….

Channels

xxx

Defining/Conceptualising

Communication

“The imparting, conveying, or exchange of ideas,

knowledge, information etc (whether by speech,

writing, or signs)”

OED 1933

Models of Communication

Shannon & Weaver

Information Theory

(1948)

signal

Tra

nsm

itter

Noise

Message

Encodin

g

Attenuation

Channel Receiv

er

Message

Decodin

g

Destin

atio

n

Sou

rce

Models of Communication

How Good is this Model?

Conversation and the communication of information (truth):

Most of what we say in conversation isn’t strictly true (Studies show

that people self-identify 60%-70% of what they say as “not strictly

true”)

People are very poor at detecting whether or not people are

telling the truth. We perform at about chance level.

People do not improve their ability to detect lies with increased

information: the closer and more important the relationship, the

poorer the ability to detect deception

People do not improve their ability to detect lies with increased

information: detection of deception is poorer face-to-face than in

telephone conversations

How Good is this Model?

Polite, tactful

Rude, insolent

Funny, witty

Snobbish, standoffish

Friendly, warm

Arrogant, hostile

“Information Theory may

help us understand

something about the transmission of information;

however, it doesn’t seem to

connect with any other key

aspects of human conversation”

Models of Communication

Other functions of

conversation

Peter Robinson

Business

EffectivenessBE-Short-term

BE-Long-termCustomer

Experience

Operational

Efficiency

External

OversightEmployee

Experience

Business

Enlightenment

What counts

as Good?

Communication Channels

VoiceWeb

MobileEmail

Webchat

Inbound

OutboundIVR

Social mediaFacebook

Twitter

Text/smsInstant messaging

smartphonesiPhone

Android

Blackberry

Feature phones

landlines

TabletsPC’s/laptops

BlogsFAQ’sWikis

Instagram

In-storeWritten

Spoken

VerbalNon-verbalFace-to-face

Radio

TV

Press

BrochuresUser manual

YouTube

Video

teleconferencingVideoconferencing

Audio-conferencingSkype

Viber

LetterWhite mail

DMFaxes

The Channel Metaphor

“Is this a

channel?”

“Functional Channels”

• Interpersonal communication

• Group/social communication

• Personal broadcasting

• Business/Task Communication

• News and information gathering

• Personal entertainment

Functional Channels

• Voice calls

• Sms

• IM

• Emailplus

• Letters, postcards, cards

• Face-to-face

• Interpersonal communication

• Group/social communication

• Facebook

• Taking, sending, receiving photos• IM

• Playing games

plus

• Face-to-face

Functional Channels

• Personal broadcasting

• Blogs

• Micro-blogs (Twitter)

Functional Channels

Functional Channels

“This is not a

communication

channel”

In the end (as in the beginning)….

B = P x S

SS

In the end (as in the beginning)….

B = P x S

B = P x SSSbut

Thank you

Guy Fielding

Mobile: 07 860 873 671

Email: guy.fielding@horizon2.co.uk

Join our meet-up group for details of upcoming events:

http://www.meetup.com/behavioural/

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