Transcript

Happiness-Driven-Growth: a new enriching-life model | Rosaria Cirillo | TEDxTorVergataUniversity

[Music] good morning I grew up in Caserta close to Naples surrounded by people that further life was about working hard about sacrifice and about contentment with poor quality of life of our city and with the Public Administration malfunctioning or very slow and also with a lockable relation of our beautiful resources landscape and monuments such as the Royal Palace of caserta all the people that run me seem to be content with the quality of services which I will define mediocre they were complaining about it but they thought there was a standard that could not be changed and I didn't get it it seemed as if that put a cap on there only on their own happiness but wasn't the purpose of life to be happiness why we'll be accepting mediocre experiences rather than benefit from all the resources that we had to maximize our happiness that was the moment I start asking myself the question in which world would I rather live in one of pain or one of happiness and as I kept asking myself the question in which world would rather live in I finally gained an amazing clarity on my very own why why 97 I chose enter the gada wine tossing toward shows in the field of custom experience and I've been so passionate about it ever since I wanted to see and to bring more happiness into the world by improving the interactions between companies and customers my dream is to live in a world where companies design and deliver product services and experience which are meaningful and truly rich people's life a world in which the business models see companies customers and employees as human beings with a common shared goal and more peaceful healthcare happier life we are all on the same journey why shouldn't we make this journey as extraordinary as possible as we can so I started to think about the new business models and happiness driven growth what is happiness there are many many definitions of happiness out there one of my favorite that most resonates with me is the one from Ghandi happiness is when what you think what you say and what you do are in our money to which I had the following and what we experienced are in our money this is my son having the time of his life on our first family quiz last year for him a week of pure happiness for me look at a tray a week of poor anxiety continuously worrying about how easily it could fall off this rail that's a 12 point by the way and a week of feeling betrayed because of the very moment of booking our very specifically asked the company a guarantee that this boat have safe Plus and not reeling we had already mean customer of this company seven years before during our honeymoon and I was myself terrified but was reeling I could fit in it as well have you ever looked forward so much to an experience only to be done disappointed by the way the company deliberate I guess we have all been there this is the reason why it seems so surprising to me that most of the research have there about happiness are concerned with responsibility of the individual or over the government and no one seems to be looking at responsibility of the companies I believe that while happiness it comes from within and we can truly influence the way that we think and act to drive happiness I believe that companies have the ability and even the responsibility to improve and to contribute to our happiness as well ultimately companies are just an aggregation of people pursuing a common goal let's go back for a moment to the beginning of time when the civilization started was the moment where men started to specialize work and divide work started to put in place tribes and aggregation we have at the agrarian they induce the Information Age and since 2005 we are in the customer age it is since the Industrial Age the production started to be one to many instead of one to one it is since this age that companies started to deliver the products and services that we needed in our life and that we started to work for companies in order to earn a living it was now companies not people anymore than were delivering the service and experiences in our life going to the supermarket taking a train for chasing something online changing a subscription going on a cruise are all interactions with a company and what are those interactions like let's take a moment to think about the most significant interaction that you had yesterday with a company how did it make you feel frustrated anger said happy delighted what did you do as a confluence of that interaction did you complete the purchases or did you promise never to buy from that company again do you tell one person or many person about it and what was the impact on the rest of your day did it make your day or did it frustrate you as you might have concluded companies have a big interaction on our life the influence a big part of our day ultimately influencing our motion and our happiness I'm continuously thinking about the interaction that we have with company throughout the day because I continuously can see how they make me feel and how they could be different at times I even count the number of interaction that we have and I've seen that in an average day we have 12 interactions with company a 10 minutes average each that is two hours 15 percent of all day interacting with companies and this doesn't even include the time that we spend doing mobile banking using the app or our iPhone or using software or computer that we need to work companies can deliver incredible remarkable customer experience and they can enable human to interactions that is meaningful for both parties involved and the most innovative companies out there are already delivering on this Zappos has made delivering happiness their mission and profitability as followed the city bean is an Irish company that made garbage collection and incredibly happy and enriching experience for the customer so companies can deliver that and often they do but not enough yet why I see that companies are trying to get there but they are stacking models that do not support any penis driven growth so what will over the past ten years I've been looking and analyzing thousands of survey responses to questions such as how satisfied are you or our likely due to recommend us to friend next to the score question customer close to leave comments so I could run some qualitative analysis next to the quantitative in order to transform data into insight I've been applying a revised form model of the modularity of needs Matthew stated that people are motivated by needs and only when they are fulfilled and lower level of needs they can move up to the next level of needs on the boat my safety needs were not met so I could not truly enjoy any of the other needs or be happy what if we look at what I did I applied this model on all the touch points that we had customer service technical support sales e-commerce and even software usage and I've seen they're always the same pattern emerged customers just like human being because guess what they are have the same set of needs and it's only when for example the basic need of being able to get through the phone selection and talk to an agent can be met that then they can move on to the next need on the top like for example hearing an agent that is really imparted really understand the issue and really cares to solve it what we've also seen is that this level of needs as a correlation with the score that we would get in the survey the higher the level of needs was some satisfied the more we would get a score in the survey and what we see the that also the survey have a correlation with loyalty and indeed companies use this to increase loyalty but I believe we are barking up the wrong tree if we have loyalty as the goal let's think about your kids your partners or your friends is it loyalty what you're trying to maximize is it lawyers to your goal even that would mean that they aren't happy no what we're trying to maximize is their happiness our common happiness and it's only because they are happier than they are also loyal loyal it's the consequence of happiness just like revenue and profit are the consequences of customer choices which are driven by happiness so why is it that when it comes to business and companies who are trying to maximize profit and loyalty instead of maximizing happiness I believe it's because of two main challenges one happiness is an emotion and two we are unsure yet how to measure it the results of direct correlation between those sets of needs and the emotions because customers people we feel emotions companies still think that emotion is at a boom that should stay out of the office but in the office and the customer we are all people and we have needs everyone to feel happy and as when each of the level of this pyramid is satisfied we move from said angerness when needs are not satisfied to relief to trust to friendliness to happiness when the top of the pyramid is reached happiness happens at the top of the pyramid the rest it's only functional it's about meeting needs what we've seen in the companies when applying this framework to analyze the data and then to plan prioritize and execute the actions we saw that we got higher revenue higher loyalty even lower consent a cost anywhere lower employees sickness why because we moved both the customers and the employees up the path to the pyramid the customers because we could really understand their needs and focus on on any issue on the bottom that would in their from reaching the happiness and the employees because by giving them visibility on the comments and praise for the work they really felt that they were making a difference in someone life that they were contributing on someone happiness and that made them also happy when we operate at the top of the pyramid we both maximize everyone happiness and we contribute to business growth so how do we know if we're operating at the top of the pyramid we need to measure what matters today companies and air are having in place all sort of scores which are suboptimal because they do not focus on the top of the pyramid institutions and organization are also trying to come up with happiness indexes but they are too complex within companies we need to keep it simple actionable irrelevant all we need to measure is the contribution to happiness wouldn't it be great if were able to measure how much each interaction was contributing to the employee and to the customer happiness will it be more meaningful score if we're able to say to our employees let's improve their happiness contribution knowing that because we have improved the happiness profit and revenue will follow and proving that we can have an a penis driven growth in five years I imagine companies universities schools whole competing for the highest happiness contribution award if our purpose in life is to seek happiness and all we want is happiness why are we building companies schools university that maximize loyalty and profit instead if our purpose in life is to seek happiness then all we want is happiness why are we not building schools University municipality they maximize happiness and profit and loyalty followers result I believe it was down to one question in which word would you all rather live in thank you you