Transform your Customer Service
The Key Pillars for Delivering Effortless
Customer Service in your organisation
Rufino Chi...
The Effortless Experience
Conquering the New Battleground
for Customer Loyalty
Rufino Chiong
Managing Director, CEB
© 2014 The Corporate Executive Board Company. All Rights Reserved.
effortless-experience.com
HAVE YOU SEEN THIS GIRAFFE?
THE MOMENT OF “WOW”
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
THREE QUESTIONS THAT GUIDED
OUR RESEARCH
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Right...
THREE QUESTIONS THAT GUIDED
OUR RESEARCH
What impact DO
customer service
interactions have
on a customer’s
future loyalty?...
THREE QUESTIONS THAT GUIDED
OUR RESEARCH
What impact DO
customer service
interactions have
on a customer’s
future loyalty?...
THREE QUESTIONS THAT GUIDED
OUR RESEARCH
What impact DO
customer service
interactions have
on a customer’s
future loyalty?...
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
WHAT IS LOYALTY?
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
WHAT IS LOYALTY?
■ Repurchase
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
WHAT IS LOYALTY?
■ Repurchase
■ Share of Wallet
effortless-experience.com
© 2014 The Corporate Executive Board Company. Al...
WHAT IS LOYALTY?
■ Repurchase
■ Share of Wallet
■ Word of Mouth
effortless-experience.com
© 2014 The Corporate Executive B...
WHAT IS LOYALTY?
■ Repurchase
■ Share of Wallet
■ Word of Mouth
effortless-experience.com
© 2014 The Corporate Executive B...
OUR STUDY IN BRIEF
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
OUR STUDY IN BRIEF
■ 125,000+ customers
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights...
OUR STUDY IN BRIEF
■ 125,000+ customers
■ 5,000+ customer service reps
effortless-experience.com
© 2014 The Corporate Exec...
OUR STUDY IN BRIEF
■ 125,000+ customers
■ 5,000+ customer service reps
■ 100+ companies
effortless-experience.com
© 2014 T...
OUR STUDY IN BRIEF
■ 125,000+ customers
■ 5,000+ customer service reps
■ 100+ companies
3 major findings
effortless-experi...
FINDING 1: DELIGHT DOESN’T PAY
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
FINDING 1: DELIGHT DOESN’T PAY
Less
Loyal
More
Loyal
Below
Customer
Expectations
Meets
Customer
Expectations
Exceeds
Custo...
FINDING 1: DELIGHT DOESN’T PAY
Less
Loyal
More
Loyal
Below
Customer
Expectations
Meets
Customer
Expectations
Exceeds
Custo...
FINDING 1: DELIGHT DOESN’T PAY
Less
Loyal
More
Loyal
Below
Customer
Expectations
Meets
Customer
Expectations
Exceeds
Custo...
FINDING 1: DELIGHT DOESN’T PAY
Less
Loyal
More
Loyal
Below
Customer
Expectations
Meets
Customer
Expectations
Exceeds
Custo...
FINDING 1: DELIGHT DOESN’T PAY
Less
Loyal
More
Loyal
Below
Customer
Expectations
Meets
Customer
Expectations
Exceeds
Custo...
PROMISES, PROMISES
Source: Gneezy, A. and Epley N. (2014). Worth Keeping but Not Exceeding: Asymmetric Consequences of
Bre...
PROMISES, PROMISES
When [companies, friends, or
coworkers] expend extra effort
in order to exceed promises,
their effort a...
FINDING 2: SERVICE DRIVES DISLOYALTY
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Re...
FINDING 2: SERVICE DRIVES DISLOYALTY
Customer Service Impact on Loyalty
1.00x
3.97x
More Loyal
More Disloyal
Source: CEB a...
1.00x
3.97x
Drivers of Disloyalty
FINDING 2: SERVICE DRIVES DISLOYALTY
Customer Service Impact on Loyalty
Source: CEB anal...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
FINDING 2: SERVICE DRIVES DISLOYALTY
Customer...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
FINDING 2: SERVICE DRIVES...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
■ Transfers
FINDING 2: SE...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
■ Transfers
■ Repeating i...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
■ Transfers
■ Repeating i...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
■ Transfers
■ Repeating i...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
■ Transfers
■ Repeating i...
1.00x
3.97x
More Loyal
More Disloyal
Drivers of Disloyalty
■ Repeat contacts
■ Channel switching
■ Transfers
■ Repeating i...
THE BUSINESS CASE FOR
THE EFFORTLESS EXPERIENCE
effortless-experience.com
© 2014 The Corporate Executive Board Company. Al...
THE BUSINESS CASE FOR
THE EFFORTLESS EXPERIENCE
Low Effort High Effort
Repurchase
94%
4%
Source: CEB analysis.
effortless-...
THE BUSINESS CASE FOR
THE EFFORTLESS EXPERIENCE
Low Effort High Effort
88%
4%
Low Effort High Effort
Repurchase
94%
4%
Sou...
THE BUSINESS CASE FOR
THE EFFORTLESS EXPERIENCE
Low Effort High Effort
1%
81%
Low Effort High Effort
88%
4%
Low Effort Hig...
THE BUSINESS CASE FOR
THE EFFORTLESS EXPERIENCE
Low Effort High Effort
1%
81%
Low Effort High Effort
88%
4%
Low Effort Hig...
THE FOUR PILLARS OF
LOW-EFFORT SERVICE
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights ...
THE FOUR PILLARS OF
LOW-EFFORT SERVICE
Channel Stickiness
effortless-experience.com
© 2014 The Corporate Executive Board C...
THE FOUR PILLARS OF
LOW-EFFORT SERVICE
Next Issue AvoidanceChannel Stickiness
effortless-experience.com
© 2014 The Corpora...
THE FOUR PILLARS OF
LOW-EFFORT SERVICE
Experience Engineering
Next Issue AvoidanceChannel Stickiness
effortless-experience...
THE FOUR PILLARS OF
LOW-EFFORT SERVICE
Frontline ControlExperience Engineering
Next Issue AvoidanceChannel Stickiness
effo...
THE FOUR PILLARS OF
LOW-EFFORT SERVICE
Frontline ControlExperience Engineering
Next Issue AvoidanceChannel Stickiness
effo...
WHICH WOULD YOU RATHER USE?
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
YOUR CUSTOMERS DON’T WANT TO
TALK TO YOU
Company Perception
Web
Preference
Phone
Preference
1.0X
2.5X
effortless-experienc...
YOUR CUSTOMERS DON’T WANT TO
TALK TO YOU
Company Perception Actual Customer Preference
Web
Preference
Phone
Preference
■ 3...
First Contact Channel
Phone
Web
57.7% of phone callers
first went to the
company’s Website
Source: CEB analysis.
BUT THEY’...
First Contact Channel Concurrent Channel Usage
Phone
Web
Phone
Only
Web
and
Phone
35.5% of phone callers were on
the compa...
CUSTOMER CHOICE IS NOT THE ANSWER
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reser...
CUSTOMER CHOICE IS NOT THE ANSWER
16%
Value CHOICE Over Ease
Source: CEB analysis.
• Want issue resolved
in their preferre...
CUSTOMER CHOICE IS NOT THE ANSWER
84%
Value EASE Over Choice
16%
Value CHOICE Over Ease
Source: CEB analysis.
• Want issue...
GUIDANCE IN ACTION: The Virtual Concierge
Source: Amazon.com.
effortless-experience.com
© 2014 The Corporate Executive Boa...
I didn’t have time to write you
a short letter…so, I wrote you a
long one instead.”
-Mark Twain
effortless-experience.com
...
THE FOUR PILLARS OF LOW-EFFORT
SERVICE
Frontline ControlExperience Engineering
Next Issue AvoidanceChannel Stickiness
effo...
THE WORST QUESTION A REP CAN ASK
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserv...
“Have I fully resolved
your issue today?”
THE WORST QUESTION A REP CAN ASK
Source: CEB analysis.
effortless-experience.com...
“Have I fully resolved
your issue today?”
THE WORST QUESTION A REP CAN ASK
Companies think
76.7% of customer
issues are re...
“Have I fully resolved
your issue today?”
THE WORST QUESTION A REP CAN ASK
Companies think
76.7% of customer
issues are re...
WHY DO CUSTOMERS CALL BACK?
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
WHY DO CUSTOMERS CALL BACK?
Drivers of
Callbacks
effortless-experience.com
© 2014 The Corporate Executive Board Company. A...
WHY DO CUSTOMERS CALL BACK?
Explicit Issues
■ Human error
■ System or process issues
Drivers of
Callbacks
Source: CEB anal...
WHY DO CUSTOMERS CALL BACK?
Implicit IssuesExplicit Issues
■ Adjacent issues
■ Experience issues
Drivers of
Callbacks
Sour...
WHY DO CUSTOMERS CALL BACK?
Implicit IssuesExplicit Issues
■ Adjacent issues
■ Experience issues
Drivers of
Callbacks
Sour...
ONE STEP AHEAD
effortless-experience.com
© 2014 The Corporate Executive Board Company. All Rights Reserved.
4%
67%
THE CUSTOMER EFFORT SCORE 2.0
…and a way for service functions to
positively impact Net Promoter Score®
A great way...
To get a copy of this presentation,
email us at
effortless@executiveboard.com
To learn more about reducing
customer effort...
Want to find out more?
• If you are already a Salesforce customer, then please speak to your AE
for follow up
• Or visit o...
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Key Pillars for Delivering Effortless Customer Service

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Check out these slides from our recent webinar with Rufino Chiong, MD from CEB, who shared some of the findings from CEB's research into the key pillars for delivering effortless customer service, as well as explaining how a company’s ability to deliver on basic promises and solve day-to-day problems drives customer loyalty.

To access the recording from the webinar, please go to: https://www.salesforce.com/uk/events/details/webinar-service-23-07-2014/?d=70130000000hbQa

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Key Pillars for Delivering Effortless Customer Service

  1. 1. Transform your Customer Service The Key Pillars for Delivering Effortless Customer Service in your organisation Rufino Chiong Managing Director, CEB
  2. 2. The Effortless Experience Conquering the New Battleground for Customer Loyalty Rufino Chiong Managing Director, CEB
  3. 3. © 2014 The Corporate Executive Board Company. All Rights Reserved. effortless-experience.com HAVE YOU SEEN THIS GIRAFFE?
  4. 4. THE MOMENT OF “WOW” effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  5. 5. THREE QUESTIONS THAT GUIDED OUR RESEARCH effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  6. 6. THREE QUESTIONS THAT GUIDED OUR RESEARCH What impact DO customer service interactions have on a customer’s future loyalty? 1 effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  7. 7. THREE QUESTIONS THAT GUIDED OUR RESEARCH What impact DO customer service interactions have on a customer’s future loyalty? 1 2 What are the things customer service can do to DRIVE loyalty? effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  8. 8. THREE QUESTIONS THAT GUIDED OUR RESEARCH What impact DO customer service interactions have on a customer’s future loyalty? 1 What are the things customer service can do to DRIVE loyalty? 2 How can service improve loyalty while still REDUCING operating costs? 3 effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  9. 9. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  10. 10. WHAT IS LOYALTY? effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  11. 11. WHAT IS LOYALTY? ■ Repurchase effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  12. 12. WHAT IS LOYALTY? ■ Repurchase ■ Share of Wallet effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  13. 13. WHAT IS LOYALTY? ■ Repurchase ■ Share of Wallet ■ Word of Mouth effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  14. 14. WHAT IS LOYALTY? ■ Repurchase ■ Share of Wallet ■ Word of Mouth effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  15. 15. OUR STUDY IN BRIEF effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  16. 16. OUR STUDY IN BRIEF ■ 125,000+ customers effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  17. 17. OUR STUDY IN BRIEF ■ 125,000+ customers ■ 5,000+ customer service reps effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  18. 18. OUR STUDY IN BRIEF ■ 125,000+ customers ■ 5,000+ customer service reps ■ 100+ companies effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  19. 19. OUR STUDY IN BRIEF ■ 125,000+ customers ■ 5,000+ customer service reps ■ 100+ companies 3 major findings effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  20. 20. FINDING 1: DELIGHT DOESN’T PAY effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  21. 21. FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  22. 22. FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations The Perception effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  23. 23. FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations The Perception The Reality effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  24. 24. FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations The Perception The Reality • “Delight” only happens 16% of the time effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  25. 25. FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations The Perception The Reality • “Delight” only happens 16% of the time • “Delight” increases operating costs 10-20% effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  26. 26. PROMISES, PROMISES Source: Gneezy, A. and Epley N. (2014). Worth Keeping but Not Exceeding: Asymmetric Consequences of Breaking Versus Exceeding Promises. Social Psychological and Personality Science. May 8. 1-9. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  27. 27. PROMISES, PROMISES When [companies, friends, or coworkers] expend extra effort in order to exceed promises, their effort appears likely to be overlooked.” Gneezy & Epley Source: Gneezy, A. and Epley N. (2014). Worth Keeping but Not Exceeding: Asymmetric Consequences of Breaking Versus Exceeding Promises. Social Psychological and Personality Science. May 8. 1-9. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  28. 28. FINDING 2: SERVICE DRIVES DISLOYALTY effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  29. 29. FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty 1.00x 3.97x More Loyal More Disloyal Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  30. 30. 1.00x 3.97x Drivers of Disloyalty FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. More Loyal More Disloyal effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  31. 31. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  32. 32. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  33. 33. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  34. 34. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers ■ Repeating information FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  35. 35. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers ■ Repeating information ■ Robotic service FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  36. 36. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers ■ Repeating information ■ Robotic service ■ Policies and processes customers have to endure FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  37. 37. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers ■ Repeating information ■ Robotic service ■ Policies and processes customers have to endure ■ “Hassle factor” FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  38. 38. 1.00x 3.97x More Loyal More Disloyal Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers ■ Repeating information ■ Robotic service ■ Policies and processes customers have to endure ■ “Hassle factor” Customer Effort FINDING 3: MITIGATE DISLOYALTY BY REDUCING EFFORT Customer Service Impact on Loyalty Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  39. 39. THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  40. 40. THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE Low Effort High Effort Repurchase 94% 4% Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  41. 41. THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE Low Effort High Effort 88% 4% Low Effort High Effort Repurchase 94% 4% Source: CEB analysis. Increased Spend/ Share of Wallet effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  42. 42. THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE Low Effort High Effort 1% 81% Low Effort High Effort 88% 4% Low Effort High Effort Repurchase 94% 4% Source: CEB analysis. Increased Spend/ Share of Wallet Negative WOM effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  43. 43. THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE Low Effort High Effort 1% 81% Low Effort High Effort 88% 4% Low Effort High Effort Repurchase 94% 4% Low-Effort Experience High-Effort Experience Overall Disloyalty 9% 96% Source: CEB analysis. Increased Spend/ Share of Wallet Negative WOM effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  44. 44. THE FOUR PILLARS OF LOW-EFFORT SERVICE effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  45. 45. THE FOUR PILLARS OF LOW-EFFORT SERVICE Channel Stickiness effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  46. 46. THE FOUR PILLARS OF LOW-EFFORT SERVICE Next Issue AvoidanceChannel Stickiness effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  47. 47. THE FOUR PILLARS OF LOW-EFFORT SERVICE Experience Engineering Next Issue AvoidanceChannel Stickiness effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  48. 48. THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  49. 49. THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  50. 50. WHICH WOULD YOU RATHER USE? effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  51. 51. YOUR CUSTOMERS DON’T WANT TO TALK TO YOU Company Perception Web Preference Phone Preference 1.0X 2.5X effortless-experience.com Source: CEB analysis. © 2014 The Corporate Executive Board Company. All Rights Reserved.
  52. 52. YOUR CUSTOMERS DON’T WANT TO TALK TO YOU Company Perception Actual Customer Preference Web Preference Phone Preference ■ 3-5 years ago, 66% of customers primarily relied on the phone ■ Today, only 28% of customers report that they primarily rely on the phone Pattern largely holds across issue types and demographics 1.0X 2.5X 1.0X 1.0X Web Preference Phone Preference effortless-experience.com Source: CEB analysis. © 2014 The Corporate Executive Board Company. All Rights Reserved.
  53. 53. First Contact Channel Phone Web 57.7% of phone callers first went to the company’s Website Source: CEB analysis. BUT THEY’RE STILL CALLING effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  54. 54. First Contact Channel Concurrent Channel Usage Phone Web Phone Only Web and Phone 35.5% of phone callers were on the company’s Website while talking to a representative 57.7% of phone callers first went to the company’s Website Source: CEB analysis. BUT THEY’RE STILL CALLING effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  55. 55. CUSTOMER CHOICE IS NOT THE ANSWER effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  56. 56. CUSTOMER CHOICE IS NOT THE ANSWER 16% Value CHOICE Over Ease Source: CEB analysis. • Want issue resolved in their preferred channel • Prioritize channel choice above all else effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  57. 57. CUSTOMER CHOICE IS NOT THE ANSWER 84% Value EASE Over Choice 16% Value CHOICE Over Ease Source: CEB analysis. • Want issue resolved in their preferred channel • Prioritize channel choice above all else • Want fast resolution without bouncing around channels • Prioritize low effort over channel choice effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  58. 58. GUIDANCE IN ACTION: The Virtual Concierge Source: Amazon.com. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  59. 59. I didn’t have time to write you a short letter…so, I wrote you a long one instead.” -Mark Twain effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  60. 60. THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  61. 61. THE WORST QUESTION A REP CAN ASK effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  62. 62. “Have I fully resolved your issue today?” THE WORST QUESTION A REP CAN ASK Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  63. 63. “Have I fully resolved your issue today?” THE WORST QUESTION A REP CAN ASK Companies think 76.7% of customer issues are resolved in one contact Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  64. 64. “Have I fully resolved your issue today?” THE WORST QUESTION A REP CAN ASK Companies think 76.7% of customer issues are resolved in one contact But customers claim only 40% of their issues are resolved in one contact Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  65. 65. WHY DO CUSTOMERS CALL BACK? effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  66. 66. WHY DO CUSTOMERS CALL BACK? Drivers of Callbacks effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  67. 67. WHY DO CUSTOMERS CALL BACK? Explicit Issues ■ Human error ■ System or process issues Drivers of Callbacks Source: CEB analysis. effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  68. 68. WHY DO CUSTOMERS CALL BACK? Implicit IssuesExplicit Issues ■ Adjacent issues ■ Experience issues Drivers of Callbacks Source: CEB analysis. ■ Human error ■ System or process issues effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  69. 69. WHY DO CUSTOMERS CALL BACK? Implicit IssuesExplicit Issues ■ Adjacent issues ■ Experience issues Drivers of Callbacks Source: CEB analysis. 54% 46% ■ Human error ■ System or process issues effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  70. 70. ONE STEP AHEAD effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  71. 71. 4% 67% THE CUSTOMER EFFORT SCORE 2.0 …and a way for service functions to positively impact Net Promoter Score® A great way for service functions to detect potential disloyalty… Strongly Disagree Disagree Somewhat Disagree Neither Agree Nor Disagree Somewhat Agree Agree Strongly Agree The company made it easy for me to handle my issue Overall Disloyalty Percent of Detractors High EffortLow EffortHigh EffortLow Effort Source: CEB analysis. 9% 96% effortless-experience.com © 2014 The Corporate Executive Board Company. All Rights Reserved.
  72. 72. To get a copy of this presentation, email us at effortless@executiveboard.com To learn more about reducing customer effort, visit us online at effortless-experience.com @CEB_Effortless www.youtube.com/CEB The Effortless Experience from CEB © 2014 The Corporate Executive Board Company. All Rights Reserved.
  73. 73. Want to find out more? • If you are already a Salesforce customer, then please speak to your AE for follow up • Or visit our Salesforce1 Service Cloud page: http://bit.ly/1g8pJut • Webinar recording and slides to follow by email • View previous webinar recordings and sign up for upcoming sessions: http://www.salesforce.com/uk/events/webinars/ • Service Cloud webinar – 24th September: - Customer speaker – Sarah Metcalfe, Customer Service Manager, SureFlap Ltd
  74. 74. Thank you!
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