"Satisfaction is laziness - you can quote me on that."
"Satisfaction is a commodity. Since many years we know that efforts around customer experience, product and service quality, and loyalty benefits and rewards create satisfaction yet find a hard time establishing real relationships: keeping satisfied customer active and keep them as customers in the first place. Indeed, anything you do FOR customers leads to satisfaction, but only the things you do WITH customers leads to loyalty. Relational experience is the conversation of what we are going to do together."
– Dr Olaf Hermans PhD, Co-founder, Director of Science, SiR Meta-Intelligence LLP.
A relationship is a process not an outcome
Working with SiR, we use two loyalty inducing relationship protocols that make up a relationship-based loyalty experience:
1) Relational Experience by Design
2) Open Relational Conversation by Navigation (using an intelligent engine)
Are you asking the right questions?
We start with a zero baseline Relational Design Measurement, serving to ask people if they feel that what we do is sufficiently relational, and if they believe that you have their best interests at heart. We use structured conversation which is a substitute or extension to traditional customer satisfaction surveys, but go to deeper levels (where needed) to uncover any inconvenient truths. We introduce to you new metrics that allow you to implement RX and build up loyalty profiles of your customers.
We subtly intertwine relational elements into your existing processes. For the first protocol, Relational Experience by Design, we add loyalty intent and relational interaction into your processes to identify service participants with the most goodwill and transform them into Goodwill Actors. Where goodwill is low, we add relational interaction to repair the relationship. The second protocol, Open Relational Conversation by Navigation, has several conversation model categories which we implement as appropriate. The models include elements for caring encounter, conversion, perspective sharing and cooperative enhancement of people, processes, programmes and platforms.
Measure your customer behaviours
The relational behaviours SiR aim to build are patronage, ambassadorship, experience co-ownership and goodwill. Once you have learned how to create a Relationship Experience (RX) in digital, physical-virtual touchpoints, we will work with you to monitor performance of your relational interactions. We use our conversation-driven dashboard of metrics for Relational Design Measurement and the insights gained from your customers to advise your on your ongoing RX strategy.
Relational Experience by Design delivered by Magia and SiR at a National Bank
A National Bank ran monthly surveys countrywide for businesses that met a certain threshold. This resulted in the production of a report which was fed back to the participants. As other parties were running similar surveys, the bank started seeing an attrition in response rates and significant manual effort, such as phone calls to the businesses, to collate the minimum level of information to ensure the dataset was both relevant and significant enough to be adequately reflective of businesses.
SiR implemented Relational Experience by Design, adding loyalty intent and relational interaction to the survey. The core survey question wording was complemented by commentary and additional questions designed to move the user away from a transaction towards a more emotional journey. Similarly the communications were also updated to help increase audience engagement. SiR's vision was digitised by Magia on the Oracle platform.
Response rates increased with 90% of businesses answering the survey, with a single round of contacting nonresponding businesses. The result was more respondents, less coaching, and therefore a less resource heavy, more cost effective process. We also extended the panel of contacts and there was an increased interest in other research activities of the bank.
Take a relational approach
People have natural inclination towards being caring and loyal. Take a relational approach to people, by implementing a RX. If you do that, people are inclined to return loyalty behaviours, take ownership of their processes and display goodwill behaviour.