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.

 

Roll up – Roll up!

“There is something that you are not telling me”

How can you tell if there is something more that someone wants to add, but for some reason they are “holding their tongue”.  There are various ways and these can change depending on cultural background. But I am going to look at a couple of the more common ones.

A fair description of what goes on is what I have already said, holding your tongue.  When you are looking for clues to deception it is not always about telling a direct lie, sometimes deception can be accomplished by omission of information.  This can often be more difficult to spot.

Holding the tongue between the teeth is a signal that someone is trying to resist the temptation to say something, just as is the cheek bite.  Remember though, you may not be sure what the information being held back is.  It may not be a lie as such, there may be no intention of deceit.  They may be holding back on something they feel personally embarrassed or ashamed about.  We must also consider baseline.  This may be a normal operating procedure for them. Maybe they have a sore tongue, maybe they have dry lips.  Only by knowing what is usual, can you see what is unusual.

The other holding sign is the lip roll.  Rolling the lips inwards between the teeth or pressing the lips together so that the darker lip area disappears.  This is a really good indicator that someone is trying to hold back on saying something.  Consider other factors along side.  Nothing happens in isolation, you will need to look at the other signs at the same time.   Rolling the lips with a lowered brown and raised lower eyelid is closer to a sign of anger.  You can almost guarantee that someone is holding in their anger.

You have to consider many options when people don’t want to tell you something.  Don’t assume that there is a vindictive or deceptive reason for doing so.  Perhaps they are considering the impact of what they might say and sparing the feelings of those around them.

To make an assumption on what you see is inviting error.  Dr. Ekman called this the Othello Error.  Making an assumption that what you see means something specific rather than looking at the alternative possibilities.

Infectious Emotions

As I have mentioned in a previous post, we are an empathic race.  We react to the emotions of people around us and mirror those emotions ourselves.  This is something that must be considered when you are in a working environment.  They say that familiarity breeds contempt, but more accurately contempt breeds contempt.

When building a team of people you have to consider a number of factors.  Firstly, you have to look at the skill sets that you are putting together to make sure there are no holes in the talent pool that you have.  But a lot of people when building a team don’t  seem to spend a lot of time looking at the emotional make up of the people they are putting together.  Ever since the early 90s a lot of stock has been put into psychometric testing.  Personally, I not only think these tests are flawed but can be manipulated and wildly inaccurate.  The same can be said in a way for assessment tests.

Scientists will often say that lab experiments have a built-in flaw.  But putting things into controlled settings you are removing an element of chance or chaos.  The unexpected.  I would say the same of the assessments that some staff are put through as part of the interview process.  You have been made aware that an assessment is part of the process.  You have had an opportunity to prepare, there is nothing really unexpected about it.

Psychometrics will tell you a little about someone’s character as long as they don’t know how to fool the tests, and assessments will give you an idea of someone’s reasoning abilities, but what about when things suddenly change?

Sudden onset of a stressful situation can change the dynamic and really turn the tables on the team.  Someone who tests well could become a complete liability.  Logical thinkers can not always take that leap of faith and think on the ball and come up with an inspirational solution.   Logical thinkers test well because there is a process to follow from start to finish.  Activists, or kinetic thinkers,  get bored by the hum-drum.  When situations are controlled and planned, they can get bored and can become easily distracted, looking for the next challenge.  These are the people who don’t tend to test well, but when you put them on the spot in a tense situation they shine.

What does this have to do with infection emotions?  If you get someone inclined to panic, you could end up in a situation.  Panic is a strong emotional response and falls under the Fear family of emotions.  In many cases it can overwhelm the calm.  Fear is demonstrated on our faces to warn people that something is happening they need to be aware of.  The signal needs to be passed on so that the whole community can be aware of the risk.

A good team should have elements of both logical and kinetic thinkers and the responsibilities of each team member should match their skills.

We are very set in our ways when it comes to recruitment.  There are ways that things are done, because that is the way they have always been done.  Almost like sheep everyone does the same thing without looking at different ways of doing things.

I am a firm believer that attitude is far more important than any already pre-existing skills in a new recruit.  Passion and attitude is far more difficult to create.  Aptitude and skills can be trained and learned.

So if someone doesn’t hit your target score on your assessment for working out percentages and synonyms.  If they have passion, drive, enthusiasm and an over all belief in your company and what it stands for; give them a chance, a job and buy them a calculator and a dictionary.  If someone truly believes in the company they are working for, they will work to overcome the issues of skill themselves.

The way that our financial climate is at the moment I believe that some companies need to look at the way they recruit.  There is a huge pool of untapped talent out there that is getting overlooked because they failed to score well on a test.