This was originally posted on the Customer Experience Matters® blog.
In a previous post, I discussed results from a joint study that we conducted with Mattersight Personality Labs (MPL) to examine customer emotions within contact center interactions.
MPL isolated the occurrence of four specific emotions: joy, anger, sadness, and fear in more than 118,000 calls across 11 large brands. In addition to detecting the customer emotion, we also analyzed the lengths of the calls, the percentage of calls transferred to other agents or supervisors, and the Net Promoter® Score (NPS®) provided by customers right after their calls.
To normalize the analysis across companies, we divided the data for individual calls by company averages. So a “1.0” is equal to company average.
While the previous post examined the individual emotions, this post looks at the combinations of the four emotions. While less than 1% of callers experienced all four emotions, it happened during more than 650 calls—more than enough for us to analyze.
As you can see in the chart above:
- Joy plus Fear creates the longest calls. When the calls contain all four emotions, they are almost two and a half times as long as an average call. The next two combinations, which are also more than two times as long as an average call, also contain joy and fear.
- Multiple emotions create longer calls. The only calls that are shorter than average are those where we could only detect sadness. The next shortest calls were those that only hadjoy and anger.
- Anger plus Fear creates the most transfers. When callers exhibit both anger and fear, the calls are transferred at a rate that is seven times the average. The next highest transfers also happen when the caller demonstrates fear.
- Joy creates the fewest transfers. The three types of calls that have the lowest transfer rates all contain joy, as do six out of seven. The only types of calls without joy that also have below average transfer rates are those that only contain sadness.
- Joy raises NPS. When a caller feels only joy, the call results in the highest NPS. Joy is also a part of the calls that earn the two next highest NPS.
- Anger plus other emotions lowers NPS. The lowest NPS occurs whenever anger is combined with another emotion. The worst combination is anger plus sadness.
The bottom line: Anger and fear are terrible emotions to occur on a call.