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Turn effort into empathy with customer success

Sary Stefanki, Sr. Director Customer Success, Zendesk

It happens every day to every company—issues that affect customers. From product defects to software bugs, service delays to overcharges. But if these are the only moments customers see, we may be undervaluing the efforts of our brand. Customers want transparency, care, and honesty about the proactive efforts on their behalf. Repeatable Success programs and empathetic people representing your brand will ignite the empathy within your customer base and drive mutual respect, appreciation, and most importantly, long-term business value.

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Turn effort into empathy with customer success

  1. 1. #RelateLive Turn effort into empathy with customer success
  2. 2. Sary Stefanki Brunner Zendesk Sr. Director, Global Customer Success @sarystefanki
  3. 3. Showing the effort you’re putting into a relationship is extremely important.
  4. 4. The Illusion of Labor: Operational Transparency and the Perception of Value Let’s break it down.
  5. 5. The Conflict In their words “Although automating service and shielding customers from the complexities of offerings can promote adoption, these practices may also under communicate the value of services being delivered.”
  6. 6. The Objective In the study guys’ words • Demonstrate the impact of the labor illusion on service value perceptions • Demonstrate that perceptions of service provider effort induce feelings of reciprocity that together mediate the link between operational transparency and increased valuation “Say wha???” - Me, whilst reading
  7. 7. In other words • People value effort done on their behalf • People like to know that effort is happening • So if you show that effort, people appreciate it and value the end result more Effort = Value
  8. 8. But wait. What about all that Effortless Experience stuff? That’s different. Consumer effort vs. Operational effort.
  9. 9. The experiments In a nutshell
  10. 10. The science In lots of graphs
  11. 11. “The mere appearance of effort - what we term labor illusion - is sufficient to increase perception of value.”- HBS, Buell and Norton, 2011
  12. 12. Showing the effort you’re putting into a relationship is extremely important.
  13. 13. Customer Success: Our relationship is just beginning…
  14. 14. A two-fer How operational transparency helps when things inevitably go wrong
  15. 15. Operational Transparency = Relationship Value A customer story “We really appreciate the frank discussion of the outage during our bi-weekly status call.” 1 2 “The decision we made was that in the best interests of the partnership we have built (and especially as a result of the strong Customer Success re- engagement and our CSE’s involvement), we are not looking to pursue a service credit at this time.” 3 “We would rather focus on moving forward with the relationship.”
  16. 16. #RelateLive
  17. 17. #RelateLive

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Sary Stefanki, Sr. Director Customer Success, Zendesk It happens every day to every company—issues that affect customers. From product defects to software bugs, service delays to overcharges. But if these are the only moments customers see, we may be undervaluing the efforts of our brand. Customers want transparency, care, and honesty about the proactive efforts on their behalf. Repeatable Success programs and empathetic people representing your brand will ignite the empathy within your customer base and drive mutual respect, appreciation, and most importantly, long-term business value.

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