MehHappiness is overratedWhy we should stop designing services to delight ourusers, and start focusing on what makes them ...
Washington Post
Washington Post
Washington Post
Former subscriber survey       1       #                           2                           #
Service plays more of a role in disloyalty        Why customers stay                 Why customers leave                  ...
CEB Study            •   3-year study            •   Over 75,000 customers surveyed            •   Several hundred service...
Conventional Wisdom  89      /100            Customer relations                      heads said their primary             ...
Service plays more of a role in disloyalty        Why customers stay                 Why customers leave                  ...
Service plays more of a role in disloyalty
What makes customers unsatisfiedEffort.The work the customer must doto get their problem solved.
Effort makers: Repetition and Channel Switching       #        1                                         2                ...
Repetition and Channel Switching  [[ Five minutes of Q&A to authenticate me ]]
Common metrics miss on customer effort         Company Metric                      Consumer Metric •   FCR: First contact ...
The problem with FCR  22% of repeat contacts come from  downstream issues related to the  original contact, even if the or...
The problem with FCRThe most successful companies don’tjust solve the current issue. They alsohead off the next one.
Ferreting out repetition: Fidelity Investments        Call to change                           Get renters                ...
Ferreting out repetition: Bell CanadaCalls per event 16%                     Customer churn 6%
Ameriprise Financial: “No” Audit             Eliminated 26 outdated policies             $1.2 million in efficiency savings
For better metrics, zoom out.
Survey methods to project loyalty
CES  Customer Effort Score:  “How much effort did you personally have to   put forth to handle your request.”  Scale of 1 ...
Areas to explore further• The emotional side of digital interactions• The impact of convergence
To sum it upFocus service on unsatisfied customers      Increase their satisfaction by reducing effort               Kill r...
Read more            http://bit.ly/ias12HIO
That’s it.Questions?             Dave Burke             @daveburke                             Get the slides:            ...
Happiness is Overrated
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Happiness is Overrated

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Happiness is Overrated

  1. 1. MehHappiness is overratedWhy we should stop designing services to delight ourusers, and start focusing on what makes them miserable.Dave Burke, VP User Experience, APCO Worldwide
  2. 2. Washington Post
  3. 3. Washington Post
  4. 4. Washington Post
  5. 5. Former subscriber survey 1 # 2 #
  6. 6. Service plays more of a role in disloyalty Why customers stay Why customers leave Product Brand Service
  7. 7. CEB Study • 3-year study • Over 75,000 customers surveyed • Several hundred service managers interviewed • Covered services including phone, IVR, web, chat, and email • Controlled for service rep tenure and other variables • Cross-industry • Worldwide
  8. 8. Conventional Wisdom 89 /100 Customer relations heads said their primary strategy is to exceed customer expectations
  9. 9. Service plays more of a role in disloyalty Why customers stay Why customers leave Product Brand Service
  10. 10. Service plays more of a role in disloyalty
  11. 11. What makes customers unsatisfiedEffort.The work the customer must doto get their problem solved.
  12. 12. Effort makers: Repetition and Channel Switching # 1 2 #
  13. 13. Repetition and Channel Switching [[ Five minutes of Q&A to authenticate me ]]
  14. 14. Common metrics miss on customer effort Company Metric Consumer Metric • FCR: First contact resolution • Overall effort in the relationship • Call center resolution • Website conversion • Call times • Time on site • CSAT: Customer Satisfaction Score
  15. 15. The problem with FCR 22% of repeat contacts come from downstream issues related to the original contact, even if the original contact “resolved” the problem.
  16. 16. The problem with FCRThe most successful companies don’tjust solve the current issue. They alsohead off the next one.
  17. 17. Ferreting out repetition: Fidelity Investments Call to change Get renters Order new checks address insurance25% of self-service transactions are promptedCalls per household 5%
  18. 18. Ferreting out repetition: Bell CanadaCalls per event 16% Customer churn 6%
  19. 19. Ameriprise Financial: “No” Audit Eliminated 26 outdated policies $1.2 million in efficiency savings
  20. 20. For better metrics, zoom out.
  21. 21. Survey methods to project loyalty
  22. 22. CES Customer Effort Score: “How much effort did you personally have to put forth to handle your request.” Scale of 1 (very low effort) to 5 (very high effort)
  23. 23. Areas to explore further• The emotional side of digital interactions• The impact of convergence
  24. 24. To sum it upFocus service on unsatisfied customers Increase their satisfaction by reducing effort Kill repetition & channel switching Zoom out your metrics
  25. 25. Read more http://bit.ly/ias12HIO
  26. 26. That’s it.Questions? Dave Burke @daveburke Get the slides: daveburke.com www.slideshare.net/daveburke27
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