Stop making it hard to be your customer

Why Low Customer Effort is the New Black

2016 24/7 CUSTOMER, INC.
Before We Begin
Todays presenter is:
George Despinic
FAQs Director of Product Marketing
[24]7
The presentation will be made available
after the webinar

A recording will be available on the [24]7

website

There will be a short Q&A period after the

presentation

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The Customer Loyalty Equation

Customers
Customers
Customers buy more from
say good Customer
things about + continue to
buy from us
+ us than they
purchased
= Loyalty!
our company
before

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Questions we ask ourselves

1. To what extent does customer service matter in

driving customer loyalty?
2. What are the things customer service can do to
drive customer loyalty?
3. How can I improve loyalty while still reducing my
operating costs?

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Marginal benefit to delighting customers

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Impact of customer service on customer loyalty

Your role is
to mitigate
disloyalty

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Disloyalty of customers reporting high vs. low effort

Mitigate
disloyalty by
reducing
customer
effort

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Sample causes of customer effort

Channel-switching
Having to repeat details when switching channels
Frustrating processes and policies a customer endures
Customer perception of an effortful interaction
Repeat contacts

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Todays engagement is not low effort

Q&A

IVR

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Low effort service organizations

1 2 3 4 5
They minimize They focus on They practice They enable They prioritize
channel next issue experience frontline staff to effort reduction
switching and avoidance engineering deliver low- above all else
improve self- and actively effort
service channel guide a experiences
stickiness. customer
through the
interaction to a
predetermined
outcome

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Customer Effort Score (CES)
Use this post journey survey to understand customer effort:

To what extent do you agree or disagree with the following statement:

Neither
Strongly Somewhat Agree nor Somewhat Strongly
Disagree Disagree Disagree Disagree Agree Agree Agree
(1) (2) (3) (4) (5) (6) (7)

The company made it

easy for me to handle
my issue.

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Performance comparison

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But what about NPS and CSAT?

Net Promoter Score (NPS) and Customer Satisfaction

(CSAT) are still useful customer service metrics to track but
Customer Effort Score (CES) is the best predictor of a
customers intent to repurchase and to increase spend.

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Companies are awakening
to a new era of customer service.

2016
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Lots of opportunities to reduce customer effort

Product
Set-up stopped
Pre- profile working
Initiate Billing
purchase Give
service error
research feedback
On-time
delivery
BRAND SERVICE
REVENUE RESOLUTION
Offer EXPERIENCE
MOMENTS Where is
MOMENTS
premium
service
MOMENTS my
order?

Cross- Wrong Credit

sell Make item card
Inquiry Greeting
purchase shipped expired

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But what about all those channels and devices

VOICE

DIGITAL

SOCIAL

CHAT

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Channel value perception vs. reality

Treat each
channel as
a means to
an end

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How Consumers Engage Today:

BY WAY OF

46%

67%
GO TO THE
WEBSITE FIRST 23%
17%

PCs TABLETS SMARTPHONES

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Poor experience results in

1 of 5
9 of 10
Took their business elsewhere because of
poor customer service

3 of 5
That ended their relationship with a business
because of poor customer service cited IVR
frustration and long phone queues
WANT:
To contact you through a channel of their choice
Self-service to be optimal
You to anticipate their needs

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Enterprises are failing Consumers are quick to
the digital consumer abandon digital

65%
of consumers
68%
of consumers
are dissatisfied still pick up the phone

Source: Livework Intelligence Source: Callcentrehelp.com 2014 report

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 After investing

$400B
self service rates still have not budged
Source: Ovum

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 25% 65% 23% 48%
of customers are are likely to of customers of customers
likely to say speak negatively who had a who had
something positive service negative
positive about interaction told experiences told
their customer 10 or more 10 or more
service people about it others
experience

Service failures not only drive existing customers to defect,

they can also repel prospective ones.
Source:
Matthew Dixon, Karen Freeman, and Nicholas Toman
Stop Trying to Delight Your Customers Harvard Business Review
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A few companies have figured it out
Financials Health Care Retail Technology Travel

Telco

Utilities

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They moved from
Channel-centric Intent-driven
to
engagement engagement

Reacting to consumer behavior Anticipate consumer intent

Disconnected, fragmented channels Holistic experience across channels

Too many failed experiences Lowering customer effort

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Know consumer intent

Which
What are
Who are channel(s)
you trying
you? are you
to do?
on?

Lower customer effort to deliver successful outcomes,

moment by moment

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The [24]7 intent-driven engagement platform

Digital marketing Predictive/Personalized Ads

Self-service Virtual Agent Speech

Start anywhere,
Assisted service Chat Active Share scales with you

Big data & Predictive Analytics & Decisioning

Orchestration
Channel Orchestration & APIs

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High vs. Low Customer Effort
High

Search for Click on airline Spend 15 minutes Call 800# Routed by Repeat the search
business class website reviewing options mileage status by phone
ticket to London

Low

Search for Click on airline Click language is Call 800# Routed by intent Agent knows its a Treated with
business class website personalized; I see you want to high value special care
ticket to London Destination fly to London business fare
automatically filled in
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 Recipe for Lowering Customer Effort

Know your Deliver Manage Transition

customers memorable journeys, easily
intent moments not channels between
channels

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 Any
Questions?

?
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Thanks for
To learn more,
joining us!
connect with us

Web: www.247-inc.com

Email: queries@247-inc.com

Twitter: @24_7_inc

@GeorgeDespinic

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Intent-driven engagement delivers effortless
customer experiences that drive loyalty

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