As your company gets into its disruptive stride – moving fast and breaking things – there’s a danger of alienating customers. Scaling quickly may negatively impact customer journeys and lead to an inconsistent customer experience (CX). According to Temkin Group, just 13 percent of customers who experience poor CX will do business again with the same company.
However, if you remain focused on effort – how much effort it takes for a customer to do business with you – and commit to keeping it to a minimum, they’ll stay with you.
No company – no matter how well established or well financed – can guarantee a perfect CX all the time. Even Amazon struggled when its sites unexpectedly went down during Prime Day. However, the episode didn’t damage its business or its brand because CX is as much about the effort a customer needs to exert when things go wrong as when they’re going to plan.
It’s no coincidence that the less energy a customer has to use to resolve an issue the more that customer will feel satisfied and the more they’ll recommend you to their peers.
Focusing on eradicating effort results in higher customer loyalty and future spend – but only if every aspect of the customer journey – pre- and post-purchase – is as easy as possible.
As you improve products and services, make sure the changes don’t destroy your website. It has to remain easy to navigate and don’t forget that any time you update your offerings, your self-service content needs updating.
Self-service is a key ingredient of customer relations. Dimension Data research shows that rather than call, 73 percent of customers will perform an online search or go through your website when they want to solve a problem. Unless it’s serious moment of truth, the majority of people will only phone your contact center as a last resort.
As your customer base grows, you can take self service up a level by exploiting an online community. When organised properly, they are customer-driven forums that evangelise your brand’s positive aspects, provide constant feedback for improving your products and services and crucially offer valuable and authentic self-help content for your customers created by your customers.
Online communities also have the added benefit of being a perfect tool for identifying your brand’s biggest ambassadors – the people you should be engaging with to help promote your company in a way and in a language that resonates honesty with existing and potential customers.
When Nuance conducted a poll of U.S. attitudes to customer service, 75 percent of respondents said self-service is the most convenient way for them to resolve an issue. This is why it’s crucial to put frequently asked questions or frequently searched for content front and centre – and to keep it constantly updated.
And if you have a community, make sure it’s clearly visible too. This keeps your customers happy and keeps them off the phone – good news for your contact centre.
Having a complete view of the customer will also increase contact centre efficiencies and cut customer effort. If your customers can’t move between channels free of the need to repeat themselves or to reenter information – you’re asking them to do a lot of work just to connect with you.
All of which is why the customer Effort Score (CES) has become the best metric for measuring how customers really feel about your brand. Net Promoter Scores (NPS) are important for gaining insight about customer loyalty after individual transactions and Customer Satisfaction (CSAT) surveys offer great insight into how well your agents are performing. But by combining the data from all three metrics, you get the clearest possible picture.
Organisations with a high CES have a lower cost to serve, a lower churn rate and have a customer base that’s more likely to advocate and to increase their average spend. In other words, there’s a real ROI on CES.
Focusing on customer effort is just one of the five steps you can take now to continue your disruptive journey. To learn more download our latest eBook Disrupt the Competition, not your customers and learn why a laser focus on CX is the ultimate disruptor.
With over 400 clients and 3.5 million daily customer interactions, Sitel Group provides a platform that gets companies – no matter how disruptive – closer to their customers. Our expertise crosses every major business sector and our existing relationships with some of the world’s biggest disruptors in finance, home sharing and ride sharing makes us the right partner for your business needs now and into the future.