Podcast
Questions and Answers
What percentage of customers who had high-effort experiences reported being disloyal?
What percentage of customers who had high-effort experiences reported being disloyal?
What is the percentage by which low-effort companies outperform others in terms of intent to repurchase and positive word of mouth?
What is the percentage by which low-effort companies outperform others in terms of intent to repurchase and positive word of mouth?
What is the diagnostic tool used to track customer effort in the research?
What is the diagnostic tool used to track customer effort in the research?
By what percentage do low-effort companies outperform their peers in web issue resolution?
By what percentage do low-effort companies outperform their peers in web issue resolution?
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What is the primary reason why customers who had high-effort experiences reported being disloyal?
What is the primary reason why customers who had high-effort experiences reported being disloyal?
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What is the key difference between high-effort and low-effort experiences in terms of customer loyalty?
What is the key difference between high-effort and low-effort experiences in terms of customer loyalty?
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What is the benefit of reducing customer effort in terms of first contact resolution in the phone channel?
What is the benefit of reducing customer effort in terms of first contact resolution in the phone channel?
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What is the primary goal of reducing customer effort in service interactions?
What is the primary goal of reducing customer effort in service interactions?
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What is the outcome of having high-effort experiences in terms of customer loyalty?
What is the outcome of having high-effort experiences in terms of customer loyalty?
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What is the percentage by which low-effort companies outperform their peers in e-mail issue resolution?
What is the percentage by which low-effort companies outperform their peers in e-mail issue resolution?
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Study Notes
Reducing Customer Effort
- The goal is to get customers to say "You made that easy" instead of "You exceeded my expectations"
- Reducing customer effort is key to reducing disloyal customers
- The Four Principles of Low-Effort Service are:
- Minimize channel switching by boosting self-service channel "stickiness"
- Resolve the current issue and head off potential subsequent calls
- Arm reps with next issue avoidance practices
- Focus on making things easy for customers
Characteristics of Low-Effort Companies
- Recognize that customer preferences have shifted towards self-service
- Provide simple, intuitive, and guided self-service experiences
- Resolve issues without requiring customers to call back
- Don't transfer customers when reps can handle issues themselves
- Don't ask customers to repeat themselves
- Treat customers individually, not generically
Measuring Customer Effort
- Measuring customer effort provides better predictive capability for customer loyalty
- The Customer Effort Score is a metric that should be on every customer service dashboard
- 96% of customers who had high-effort experiences reported being disloyal, compared to 9% of customers with low-effort experiences
Loyalty Benefits of Low-Effort Service
- Low-effort companies outperform others by 31% in intent to repurchase and positive word of mouth
- They outperform peers in first contact resolution, web issue resolution, web chat issue resolution, and e-mail issue resolution
- Low-effort companies deliver a vastly superior service experience and reap loyalty benefits
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Description
Learn about the importance of reducing customer effort in customer service and the Four Principles of Low-Effort Service. Understand how to minimize channel switching, resolve issues, and arm reps with next issue avoidance practices.
