What are customer testimonials really saying?

Every day we are surrounded by advertisements.  Billboards, buses, radio and of course the internet and television.  Even watching a video on youtube.com these days fires an advertisement at you.  How often have you seen those adverts that have a testimonial in them?

“I used ‘Product x” and within 2 weeks I was a millionaire with beautiful skin!”

We take them for granted, we may even occasionally pay attention, but what are they really saying.

We can listen to the words, but are they the real words of the customer, or are they scripts?  Are these really customers or are they actors?

We take a lot of things at face value, especially in advertising, and rarely pay attention to what is going on until we have made a decision that we are planning to buy.  But what if the advertisement is sending out the wrong message.

I have looked at a couple of ads this evening and had the briefest analysis of what is going on with the people providing the testimonial.  Some of them are really great ways of honing your skills at MFE detection.

Slips of disgust, anger, emblem slips, sadness.  All the signs are there in direct relation to the comments that are made.

I have posted one here for your view.

let me know what you think of the first couple and their statement.  Would you believe their testimony?  Does this give you a good impression of the company or a bad one.

I welcome your views, let me know what you see and think and I will post my views as a comment in a week.

 

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Isn’t it all a bit…

Isn’t just looking at body language a bit pointless?

I had a discussion over this with a friend a while ago.  We were discussing body language, micro-expressions, she asked “Don’t you think it is all a bit pointless, if you are spending so much time looking at the body language, how are you meant to do anything else?”

How right she is.  Not about it being pointless, but more about the effort of will that is required to focus on so many things happening at the same time.

When we are making an assessment of someone for credibility there are five channels of communication that we need to focus on.  Focussing on five very different areas for the minutia of information and then comparing that with the signals you are getting from the other four channels, it could give you a headache.  Making sure that the questions that you are asking are pertinent and then listening to the response while also thinking the next question up.  Is the response appropriately worded, at the right speed and pitch, is the language distancing?  At the same time what is the posture like, what are the emblems being shown and do the expressions match the details of what is being said?

But if we restrict ourself to just body language, as many practitioners do, we are missing a lot of information.  It would be like looking at a tapestry down a toilet roll tube.  You would only see a tiny part of the image and wouldn’t get the whole picture.

Assessing someone is like driving a car.  You have to control acceleration, gears, clutch, braking, monitoring the instruments, steer and keep an eye on everything that is going on outside the car.  When we first learn to drive, all of these things take a huge amount of concentration, but as we become a lot more accomplished, some things become second nature.  It can be the same with the assessment process.

Some people have an advantage where they have a natural talent, just like some formula one drivers have a natural ability in driving in comparison to your average road driver.

There are ways that you can make this easier on yourself.  Work in pairs or teams with one person asking the questions and listening to the answers, and the other person focussing on the non-verbal elements.

But remember,  before all you must try to establish a base line – the normal operating level of the person.  Without the baseline it makes it difficult to spot the deviations from normal that give us something to focus on.  Baseline does not just happen, and should have some time devoted to it.  Establishing normal operating levels but also what a genuine emotional response looks like.  Take your time and become familiar with normal.

This is something that is nearly always missing in job interviews.  A couple of minutes chatting about inconsequential things can make a huge amount of difference in finding out what is really going on with someone.

 

With a curl of the lip, he is not Elvis

“Contempt is the weapon of the weak and a defence against one’s own despised and unwanted feelings.” – Alice Miller.

We are all capable of it.  We see a quality in someone who we don’t like or find immoral or substandard and we start the climb to the moral high ground.

Human beings are naturally a social creature and as such we have a certain established social hierarchy.  This has been much convoluted over the years, mainly through the development of our higher brain processes, established deferential protocols in business and so forth.  you have to love that neo-cortex.  However, we are still at the mercy of our limbic brain when it comes to some of our daily interactions.  Contempt is one of the most unusual of the seven base emotions for two reasons.  Firstly, it is the only unilateral expression in that it only happens on one side of the face.  Secondly, it requires a moral comparative to take place.  The other six base emotions do not have to have a second individual involved.  You can be happy, angry or sad, even disgusted without another person being involved.  Contempt requires direct interaction with another individual.  It comes by the assessment of that individual and their actions in direct comparison to how we would behave in the same situation, or as a direct result of a previous interaction.  Contempt is filled with self-identity.  It requires an element of higher brain function but is still shown at the Micro-facial expression level showing that it can still appear on the face before the cognitive mind has a chance to get in the way.

As mentioned contempt is the only unilateral universal expression.  There doesn’t seem to be any definitive study on which side of the face it tends to appear on, but I have noticed (not scientifically measured) that right-handed people tend to show contempt on the left side of the face and vice-versa.  Perhaps others would like to confirm or deny this observation.

Contempt is shown by a tightening of the cheek muscle, pulling the lips up and outwards, almost a half-smile, though there is no involvement with the muscles around the eye.  Sometimes, though not always, the head will tip backwards slightly giving the appearance of  “looking down the nose”.

Let me point out at this time, that Elvis was not showing contempt in his lip curl, though that lip is almost the further extension of the contempt expression into the sneer.  A demonstration that is almost a contempt/disgust blend.  Sometimes the contempt comes with dismissive emblems, the flick of the hand, the closed shoulder and a prolonged blink when using dismissive language.

Contempt is not a pleasant emotion to be on the receiving end of.  It is degrading, it makes you feel worthless.  In a working relationship if a staff member demonstrates contempt for a superior, that working relationship is likely to be unrecoverable.  This can be said also for a customer to a supplier.

As the quote from Alice at the head of this post says; you often see contempt being raised when someone sees something they don’t like about themselves in another person.

Contempt can easily lead to disgust and anger, and that itself leads to a whole heap of problems of its own.

The Truth

Terry Pratchett stated in his book ‘The Truth’, “A lie can get around the world before the truth has its boots on!”

From our earliest years, right from the moment we start to communicate (from as young as 6 months old it is believed) we develop the ability to deceive.  There are so many reasons to lie:  to protect ourselves, to protect others, for some personal gain or to spare someone’s feelings.  But is there ever a reason that a lie could be justified?  Could the motives for the lie excuse the lie itself? And can we always be sure someone is telling the truth?

Firstly, let us remember one of the key tenets of the lie catcher:  There is no single indicator for a lie.  What you do get are hints and pointers that something might not be quite right, what Dr Ekman calls ‘hotspots’.  Individually these do not indicate a lie, merely that there is something happening that justifies a further investigation.  When you put these hotspots together you get a clearer picture that something is leaking out that they may be trying to keep hidden.  Again this may not be a lie, just something they don’t specifically want you to know.

Lies contain thoughts and feelings, but in order to make a lie work a lot of thought needs to take place.  This extra work is often called cognitive load; when your mind is heavily focussed on thinking, feeling starts to show through, and the feelings shown may not match the story being told.  This is emotional leakage.  The more consequential the lie, the more likely you are to leak information.

Paul Ekman tried a number of experiments around lying and detecting lies.  How people lie and looking for that holy grail of a sign of lying.   Needless to say he didn’t find his single indicator, but did find some other interesting facts.   His experiments initially were flawed, he realised quickly that people being asked to tell a lie in a lab setting had no consequence to their lie and as such were more difficult to detect.

When a lie has no consequence to it or a risk in its discovery, the emotional load is reduced.  The makes is much harder to spot.  The risk could be personal such as a loss of liberty or freedom, a risk to health or even personal gain.  If a lie doesn’t matter it may not show unless someone’s own personal moral compass is set in such a way that lies are considered taboo.

In order to increase the tension in the situation Dr. Ekman added some factors to the test.  He offered financial reward if they could successfully get a lie past him.  He left his students in a room with an envelope that contained a sum of money.  He told them that they could take the money or leave it.  If they took the money they would have to convince him that they hadn’t.  If they were successful they would get to keep the cash.  Secondly he also told them at the start of their interview that he would be able to tell when they were lying and he has never failed.  He had just increased the apprehension about being caught and there was a financial risk in place.   Suddenly the emotional leakage increased and the lies became significantly more obvious.

To detect a lie you increase the chances when there is some risk to the liar.

People also find it more difficult to lie convincingly if they have an emotional connection to the subject of the lie.  Dr. Ekman further emphasised this with another experiment with another study group.  The group was told to describe a pleasant scene that they saw on a film.  Half of the group were shown a film of flowers and gardens and asked to describe what they saw.  The second group was shown a film of a rather involved surgical procedure but were still asked to describe a scene of flowers and gardens.

In the experiment nearly all the people asked to lie were spotted.  They all leaked a very fast, subtle expression of disgust despite their more over demeanour of happiness.

We know that someone who feels no emotional connection to the subject and fears no consequence of being discovered is more likely to escape their lie being discovered.  This is also one of the failings of the lie detector test or as it is more properly known the Polygraph.  Lie detector itself is a misnomer as it does not detect lies.  What it does measure are changes in the Autonomous Nervous System.  Heart rate, body temperature, respiration and perspiration.  All of these are signs of Emotional Arousal, not lies. Fear of being discovered and fear of being disbelieved look exactly the same.  Excitement and fear look very similar to the polygraph.  The advantage of the human over any machine so far created is we can determine the emotion being felt and probe appropriately.

Some people say that the eyes are a good sign of a liar, that they will avert their eyes from you while they are lying.  Others maintain that a liar is more likely to hold your gaze to see if a lie has been believed.  At the moment there have been no confirmed studies that prove one way or the other, regardless of what the body language books tell you.

There are also other theories that rubbing the nose is a sign of a lie.  Again not strictly true.  The nose contains erectile tissue that expands when extra blood flows to it.  This happens during moment of emotional arousal causing it to tingle.  The key here is emotional arousal not lie. and you need to understand what emotions are causing this any why.

A lot of body language books put great store in illustrators and manipulators.  Illustrators are the visual punctuations to verbal statements.  The visual way of exclaiming and underlining.  Think back to the film footage of Adolf Hitler’s speeches.  He used a lot of illustrators.   When speaking from memory or something you passionately believe in illustrators tend to be visible.  When cognitive load increased illustrators tend to decrease.  Again not necessarily a sign of a lie, just that a lot of though it going on.

Manipulators are the comforting gestures.  Many exponents of body language cite these as reliable signs that someone is uncomfortable.  Yes they do appear more with discomfort; however, they are very easily controlled and suspended.  They can be reduced with very little effort.

A lie can sometimes be very difficult to spot because as Sir Terry said, it can get around the world before it has its boots on.  Detecting a lie can take time and patience compounded by the fact that most of us are biased to accept what we are told as truth.