Ik hoor jullie denken ik hoor sommige van jullie denken in funtiewoorden Ik geloof hier echt helemaal geen f**k van

Ik hoor jullie denken ik hoor sommige van jullie denken in funtiewoorden “Ik geloof hier echt helemaal geen f**k van”

• Ah, maar….dat zinnetje alleen al heeft betekenis en zegt iets over degene die dit denkt! • Je had ook kunnen denken “Dit lijkt me niet erg waarschijnlijk” • Het voornaamwoordje “Ik” spreekt boekdelen …

Department of Marketing & Supply Chain Management www.marketingsite.nl

Maar hoe luister naar dat soort woorden? • Het is onmogelijk om verschillen te horen… • Bij iemand met een narcistische neiging zal misschien het voornaamwoord “Ik” in 6,9 % van alle functionele woorden gebruiken, terwijl bij iemand die emotioineel stabiel is dat 4,3%. • Dat is statistisch significant, maar dat kunt U niet horen of zien


Maar dit soort woorden zijn wel belangrijk: • Iemand kan een perfecte indruk krijgen van iemand alleen op basis van functionele woorden (Parks & Floyd, 1996; Walther,1992, 1996)

• Iemand die zich voegt naar de wijze waarop dit soort woorden worden gebruikt in een conversatie maken een positievere indruk en komen geloofwaardiger over (Ireland and Pennebaker, 2010).


IK (small word, big truths): • Mensen met een depressieve aanleg, en/of lagere sociaaleconomische status gebruiken het vaker! • Mensen met meer zelfvertrouwen en/of leugenaars gebruiken het minder!! • Blogs na 11 September scherpe daling gebruik ‘ik’, terwijl gebruik ‘wij’ enorm toenam!!! • Bij vrouwen vormt ‘ik’ 14.2% van het totale woordgebruik, bij mannen 12.7%!!!! Department of Marketing & Supply Chain Management www.marketingsite.nl

‘Style Matching’ kom je overal tegen:


Bij reviews op Amazon.com:

“I love it, it is a fantastic book, definitely worthwhile buying” “Yo what up Dudes, this book rocks, fricking AWESOME  !”

“Personally, I consider this book to be up to the standards of its predecessors” Department of Marketing & Supply Chain Management www.marketingsite.nl

Onderzoek • ‘Text-mined’ AMAZON.com • N=1047 boeken in alle genres • Uitgebracht tussen 15 April en 5 Mei 2011: 19.317 customer reviews • De combinantie taalgebruik en stijl verklaart conversie het best!! Controleren voor: star-rating, review quantity, reviewer expertise, price discount, lagged conversion rate, additional advertising exposure Department of Marketing & Supply Chain Management www.marketingsite.nl

Wie een hamer heeft ziet overal spijkers…


• Klant-gestuurde innovatie door User Communities – Veel bedrijven maken er vandaag de dag gebruik van (Mahr and Lievens 2012)

– Het grote voordeel:

Meer en originele ideeën, betere fit met wat klanten willen (Jeppesen and Lakhani 2010;

Nambisan and Baron 2010; O'Hern and Rindfleisch 2010; Piller and Ihl 2009; Poetz and Schreier 2010; von Hippel 2005)


9

Hoi, hoe bevalt je nieuwe laptop eigenlijk die je vorige maand met je studentenlening kocht?

• Dynamische websites in relatie tot persona’s … • Het meten van effect van customer intimacy training modules… • Hoe communiceren virtuele medewerkers … • Leugens en bedrog … Department of Marketing & Supply Chain Management www.marketingsite.nl

Verbale leugen detector? Words used in deceptive claims

Words used in truthful claims

VS.


Largest Positive Correlations With Deception 0,30

Deceptive claims have more: 0,25

0,20

0,15

0,10

Negations (No, not, never) Time (End, until, season) Impersonal pronouns (It, it’s, those) Cognitive Processes (cause, know, ought) Tentative (maybe, perhaps, guess) Inhibition (block, constrain, stop) Money (Audit, cash, owe) Inclusive (And, with, include) Me (I, myself)

0,05

0,00


Bottom up: hoe definiëren klanten privacy, verantwoordelijkheid en andere waarden (letterlijk dan)


Centraal bij klantcontact staat het vinden van de juiste balans tussen waarde en waarden … (einde value chain)



Overal doemen communities op…


Overal doemen communities op…

In recent onderzoek over klant-leverancier relaties staat de verbinding centraal: • Delen (wij-gevoel) • Rituelen (zo doen we dat hier) • Verantwoordelijkheid (normen en waarden)

• Benadrukt de waarde van verbinding • Maakt het identificeren van waardevolle klanten en opinieleiders belangrijk • Beinvloedt klant-leverancier relaties Management van relaties is tegenwoordig innovatief, interpersoonlijk, interactief… (en het liefst allemaal tegelijk) Department of Marketing & Supply Chain Management www.marketingsite.nl

Hoe zien die communities er eigenlijk uit? Wat gebeurt er allemaal?


Introduction


Introduction




Health care communities: The ‘assumed’ consumer “The image of the consumer stands at the heart of attempts to reform health systems to meet the demands of a modern world in which citizens are assumed to have greater access to information and improved confidence in challenging clinical authority.” Newman and Vidler (2006)


• Three-year programme of research into patient utilisation of online health information resources in the UK • online ethnographic approach:

– behavioural dynamics of the virtual health communities and their reported impact on community participants – discussions tracked over a six-month period – online depth interviews (45) as a form of ‘member checking’ and self-reported accounts of the impact of community participation on patient behaviour and health outcomes


Terms of engagement: Informed engagement as a new basis for relationship & health management

• • • •

An alternative and community owned cocreated knowledge and experience store

• Patient-driven resource of Space for validation substantial archives Sense-making of experience • Lived experiences of service Advocacy of alternative options utilisation not previously Negotiation of expected available responsibility


Try to imagine the use of virtual communities for the sake of aftersales service support...


Focus on the bright side, no more 4 hr calls to your internet provider’s helpdesk…

Introduction



Wat levert dit op?



Onderzoek:

• 44 verschillende nationaliteiten (vnl. US and • • • • • • • •

UK) 90% man 38% 25-35, 32% 36-45 jaar oud 45% IT industrie, 30% system administrators 43% met “hat” 20% “lurkers” (voyeurs) 21% lid korter dan 6 mnd, 38% leden al meer dan 2 jaar lid 5.16 uur per week in de VC 67% van de problemen (first-time) opgelost!


Onderzoek

Gepercipieerde Support

Inhoudelijke support

0.26 (3.04)

Gedrag

Waarde propositie

Informatie

0.46 (6.09)

waarde

0.39 (4.44)

Sociale waarde

0.43 (5.27) 0.68 (6.35)

0.34 (4.04)

Sociale support

Informatie verstrekken

Goed Burgerschap

0.56 (7.51) n.s.

Loyaliteit


The dark side: Hoe hou je het allemaal in de hand?


Een klassiek dilemma: het collectieve actie probleem

Rationeel gezien hebben mensen de neiging gebruik te maken van de bijdragen van anderen zonder daar iets voor terug te doen (‘free-riding’) Department of Marketing & Supply Chain Management www.marketingsite.nl

Twee governance strategieen om dat tegen te gaan:

Social Normen (Axelrod 1986; Heide and John 1992; Ostrom 1990)

Reciprocity

Governance in sociale omgevingen

Selectieve Incentives (Bergen, Dutta, and Walker 1992; Oliver 1980; Olson 1965; Willler 2009)

Status Mechanisms

(Giesler 2006; Gouldner 1960; (Magee and Galinksy 2008; Matwick, Wiertz, and De Ruyter Moon and Sproull 2008; 2008) Ridgeway and Walker 1995; Department of Marketing & Supply Chain Management Stewart 2005) www.marketingsite.nl

Selective incentives on steroids…

Meet Sir Steven Top member: Steven E. Protter Nickname: SEP Lives in: Israel Identity status“Hat”: 2-Star Olympian Points: over 120,000 (that is roughly the equivalent of 5 top-rated solution posts, every day for Department of Marketing & Supply Management 6.5 Chain years...) www.marketingsite.nl

Selectieve Incentives (the dark side) Dellarocas in Sloan Management Review (2010):

“Experience suggests that in many cases, prominently displayed rankings lead to more trouble than benefits. Obsession with rankings might lead some users to manipulative and counter-productive behavior. Users who don’t make it to the top ranks might feel resentful and induced to exit the community.“ Department of Marketing & Supply Chain Management www.marketingsite.nl

Content analysis (4x300 posts):

2000 - 2001 2002 - 2003 2004 - 2006 2007 - 2009 1. Questions unanswered per page

1.471

0.91

0.736

1.745

38.4

14.9

30.3

59.6

3. Expression of Gratitude

53.3%

55.9%

26.5%

12.9%

4. Gratitude per repost

20.3%

28.6%

12.8%

7.3%

2. Response Time


t0

t1

t2

t3

t4

t5

t6

Reactions of Community Members

t8

t9

Time (in years)

Introduction of the Selective Incentive System

Stage II: Codification and Enforcement

Stage III: Disillusion

The selective incentive system is enthusiastically embraced by all community members.

Ranked members codify norms on how to operate the selective incentive system.

Ranked members retaliate against second-order freeriding and adapt their first-order contribution behavior.

A status hierarchy begins to emerge as rank becomes visible: “Ranked“ versus “unranked” members.

Unranked members voice concerns about being disadvantages by the proposed norms, but are ignored.

Stage I: Initiation

t7

Unranked members show reactance and increasingly ignore the norms and engage in secondorder free-riding.

Stage IV: Disengagement

Ranked members “give up” and disengage from the community, either by reducing first-order contributions or leaving the community. Unranked members notice and deplore the resulting reduction in the quantity and quality of the community’s information good.

Increase in Second-Order Free-Riding


Stage I: Initiation -Year I, 248 posts – -(enthusiasm rules, first signs of problem recognition)

Dan (Moderator): “If you are the author of a question in the forums, I want to encourage you to pay respect to those who help you by rewarding them with points for each of their valued answers. […] Sure, assigning points is not mandatory, but it’s a good thing! Others have taken time out to help you, so take a moment to give them credit for their assistance.”


Stage II: Codification and Enforcement -Years 2-3, 417 posts -(Unranked members voice their concern against the dominance of the elite members) Tim (unranked): “The etiquette document makes it socially unacceptable to just post a message without consulting the guide which is very large.. Such rules could make non-regular users more reluctant to post [...] Personally I would be discouraged to use the forums if such rules were introduced.” Michelle (unranked): “I try to come here when I can to learn and help – but I sometimes get the feeling that I am butting in with all the regular folks – kind of like I am intruding.” Department of Marketing & Supply Chain Management www.marketingsite.nl

Stage III: Disillusion -Years 4-6, 378 posts – -(Frustration turns into disillusion) Jen (ranked): “As others have noted as well, I too often look at the person’s profile for their diligence in acknowledging contributions. Many times it lead me to a “not worth my time” as I do not feel that person is a real contributor to the community.” Ralph (ranked): “I have greatly scaled back my forum participation.These days, there are only two cases in which I reply to a thread: (1) looking at the author’s profile, I can see that he is inclined to assign points, or (2) the subject is also a current problem for me on my network, and I am very interested in finding a solution for selfish reasons.” Department of Marketing & Supply Chain Management www.marketingsite.nl

Stage IV: Disengagement - Years 7-9, 210 posts David (ranked): “I used to gently prod people about points, but I have given up. I now consider it one more example of the diminution of human courtesy in our world. I ‘hang’ exclusively in the [competitor] forums nowadays, I hope things are better there..” Sam (ranked): “I don’t spend much time in the forums anymore.The failure of the points system has convinced me that most people will simply take the money and run, rather than be bothered to click in a few points. So I just choose to spend time where my IT advice is clearly appreciated.” Department of Marketing & Supply Chain Management www.marketingsite.nl

Public Good

1st Order

Community’s Knowledge Resource

Required Collective Action

Provide Quality Contributions

Free-Riding Potential

Unproblematic Free-Riding

Governance via Reciprocity Norms

2nd Order

Community’s Selective Incentive System

Provide Ratings for Contributions


Problematic Free-Riding

DISENGAGEMENT

Wat nu ?????


Let in ieder geval goed op je woorden!! Dank voor jullie aandacht!

• Customer experience case studies (via Intranet or training programs), blogs van klanten, verhalen die de beleving van klanten illustreren • “So you think you can do CNBS” (acties beoordeeld door vakjury • Beloning en erkenning systemen die rekening houden met balans tussen belang klant en sales targets (mix tussen gedrag en outcome beloning) • Virtuele werknemers (coaches) die agents wijzen op belang van klant dmv dialoog • Priming dmv screen savers (werkt immers ook met energiebesparing)


Ik hoor jullie denken ik hoor sommige van jullie denken in funtiewoorden Ik geloof hier echt helemaal geen f**k van

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