Module 3 – Influencing strategies

6 March – 2 April
Facilitator: Associate Professor Lars E Olsson

The third module is intended to provide an overview of social trends, short term and long term consequences of disconfirmation, and social influence. One part focuses on the changing needs in different businesses, another part on how to manage disconfirmed expectations and how it influences loyalty and commitment. The last part focuses on strategies of reciprocation, commitment, social proof, liking, authority, scarcity, and instant influence. Knowledge of trends, consequences and social influence can be input for an improved customer experience, which is the focus of the course.

WELCOME TO MODULE 3

LEARNING OUTCOMES
Participants will after the module:
– know and understand relevant theories in the field of social influence
– be able to reflect upon trends and consequences of disconfirmation and link these discussions to loyalty and commitment
– be able to critically analyse different strategies to influence customers
– be able to analyze interventions to change customer’s behaviour in business settings

VIDEO

TRENDS – What do customers demand before, now, and tomorrow? Reflections from major companies.

1.    Telia – Inger Roos interviews Christina Carlmark
2.    Volvo – Inger Roos interviews Andreas Gröning
3.    Eriksson – Inger Roos interviews Manfred Dasselaar

Consequences of the disconfirmation model
1.   Complaining Behaviour. Static Perspective. Inger Roos.
2.    How do we work with customer complaint behavior, Inger Roos interviews Jonas Rhudin, Stockholms lokaltrafik (SL)
3.    Relationship Effects of Customers’ Complaining Behavior

KEY INFLUENCING STRATEGIES

Science of Persuasion, INFLUENCE AT WORK (IAW®)

This animated video describes the six universal Principles of Persuasion that have been scientifically proven to make you most effective based on the research in Dr. Cialdini’s groundbreaking book, Influence. This video is narrated by Dr. Robert Cialdini and Steve Martin, CMCT ((c) INFLUENCE AT WORK (IAW®)).

 

Reciprocity, Pernille K Andersson

This video focuses on the influencing principal Reciprocity and how this principal is used in everyday life and in business contexts.

 

Commitment and Consistency, Tore Pedersen

This video focuses on the influencing principal Commitment and Consistency.

 

Social proof, Erik Wästlund

This video describes the influencing strategy Social proof.

 

Liking, Pernille K Andersson

This video presents how Liking affects individuals’ decisions.

 

Authority, Erik Wästlund

This video describes the influencing strategy Authority.

 

Scarcity, Pernille K Andersson

This video presents how individuals are affected by the principal of Scarcity.

 

ACTIVITIES FOR ALL LEARNERS

Individual study
Watch the video resources and read the course literature (see below). You may also conduct your own search for literature with for example Google Scholar and share resources you find useful via Twitter using hashtag #uce72.

http://scholar.google.se/
Tips on how to find articles and other literature

Reflective blog posts
This course is very much about reflection as well as learning through writing and commenting. This work is done on personal blogs. In your blog posts you should reflect upon the content of this module and refer to the videos and the literature, or other literature related to the topic.

Post your texts in your connected blog . All posts will be shown on the course front page. Each week of the module will have a certain blogging activity. For details see below.

Comment on other blogposts
Each week we want you to read and comment on at least three posts by other participants.

Webinars & Tweetchat
In almost every week, we will meet for a webinar in Adobe Connect or facilitate a Tweetchat. See each week for times and details.
Link to webinar: connect.sunet.se/uce72/

WEEKLY BREAKDOWN

Week 1
Blog about your expectations of the module and in what way it will be of benefit to you (and/or to your organisation/business).

Read and comment on at least three posts by other participants.

Tweetchat: Friday, 10 March 12.00 – 13.00 – (read all tweets here)

Week 2
Blog: Reflect upon the principles of persuasion, and relate this to how you view and work with customer satisfaction/experience in your business/organization.

Read and comment on at least three posts by other participants.

Webinar: Friday, 17 March 12.00 – 13.00 – (watch the recording here)

Week 3
Blog: Identify a set (two or three) advertisements to analyze, which are NOT from your organization. Apply the principals you have encountered during the course. Which principal(s) are used, how likely is it to work, and for what target group, based on information in the advertisement.

Read and comment on at least three posts by other participants.

Webinar: Friday, 24 March 12.00 – 13.00 – (watch recording here)

Week 4
Blog: Reflect upon how you could improve the work of your business/organization regarding customer satisfaction/experience with the help of the principles of persuasion.

Read and comment on at least three posts by other participants.

Tweetchat: Friday, 31 March 12.00 – 13.00 (check your timezone)
More information about the Tweetchat.

 

FOR PARTICIPANTS OF THE CREDIT BEARING COURSE

Assignment: ”Strategies to influence customers in your own company/organization”

In your individual assignment you should develop knowledge of the module theme, linked to your professional context. In this assignment you should analyse different strategies to influence customers’ used by your organization. Build your analysis on relevant theories and/or models from the literature provided in the module. You are free to also use and reflect on other theories, models, and concepts taken from other literature if they are shown to be fruitful and relevant for your analysis. Besides analysing the current strategies, you should make some conclusions regarding how your company can develop and improve experiences of the customers with influencing strategies. As previously, you can write in English or in Swedish. Results of your learning efforts should be described in a short module report (see details below).

Make relevant limitations in your report and explain different premises of your analysis (e.g. how you prioritize between breadth and depth in your analysis and what influencing strategy you want to focus on, if any). Please, use headlines to structure the content.

As an examination of this module a written report should be handed in consisting of maximum 3 pages written text (i.e. approx. 1 000 words, excluding front page, content list, references, appendixes etc). Hopefully, you can build on your blog posts for the module and the comments you received from others in this work. Strive for a good written structure in the text and an interesting argumentation. Use references (course literature, books, media, etc.) to back up your arguments where appropriate. As a complement, you may upload short film clips, pictures, or other sources of information as complementary information.

The maximum points for the assignment is 20, which means that 12 points are needed for a pass (G) and 16 points for a pass with distinction (VG).

Examination criteria

1 Reflections and depth of analysis.

2 Findings, solutions, recommendations.

3 Theory use, contextual explanations and issues.

4 Structure and argumentation in the text.

5 Use of space (pages), creativity, and visualization.

You can hand in your report here where you can also access a sample report. In order to do this you need to login with your Student-ID.

Deadline: Monday, 3 April 08.00

LITERATURE
Cialdini, R. B. (2013). Influence: Pearson New International Edition Science and Practice.