Engagement and Effort Matter!Using Effort Analytics to improve both Agent and CustomerExperiences                         ...
“Mankind are governed more by their feelings thanby reason.”                                     - Samuel Adams           ...
Customer Experience Management 2011Engagement and Effort Matter! Using Effort Analytics toImprove the Agent and Customer E...
Ce – Customer Engagement•   Confidence•   Integrity•   Pride•   Passion    – Feelings are facts; Perception is reality    ...
Attitudinal & Emotional RelationshipStrength Measures– Human Sigma                            How likely are you to       ...
Ee – Employee Engagement•   Get•   Give•   Belong•   Grow    –   18% higher productivity    –   27% less absenteeism    – ...
The Means to Measure and Monitorthe Quality of a Local Workplace– Human Sigma  Know what’s         Have the tools to     G...
CES – Customer Effort ScoreObjective: callbacks within 14 days.70% said that 2 or 3 calls registered as "Moderate-to-High"...
96% ‘high effort’ are more disloyal      Customer Effort Score        9% ‘low effort ‘are more disloyal.      Predictive P...
How Customer ServicePerformance Affects LoyaltyAverage Loyalty Score7.05.253.51.750      Below            Meets          E...
The Cost of Trying toExceed Expectations  Customer Reporting Service                      The Cost of Exceeding    Exceede...
Effort Matters! More Loyal                    12%        Moments of Wow: Teaching Customer              87%   75%        E...
Mitigate risk by improving the experience                                           Satisfaction               Improved   ...
And drive Loyalty by reducing effort                                    Loyalty            Improved              Reduced  ...
Effort levers                                             Routing                      Sign On                            ...
Nuances of CES; JD Powers and CEB•   Mark Miller – JD Powers     –   The hard stuff is hitting the centers     –   Easy st...
Low Effort Organizations…1. Don’t just resolve the current issue – head off the   next one2. Prepare employees to address ...
Remember… The customer wants tolike your product!Thank you!Jim HuntDirector of Product Development                        ...
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Cicero CEM Best Practices NECCF 2011

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Cicero CEM Best Practices NECCF 2011

  1. 1. Engagement and Effort Matter!Using Effort Analytics to improve both Agent and CustomerExperiences © Cicero Inc. 2011
  2. 2. “Mankind are governed more by their feelings thanby reason.” - Samuel Adams © Cicero Inc. 2011
  3. 3. Customer Experience Management 2011Engagement and Effort Matter! Using Effort Analytics toImprove the Agent and Customer Experiences The Keys to profitable growth – High Customer Engagement – High Employee Engagement – Low Customer Effort © Cicero Inc. 2011
  4. 4. Ce – Customer Engagement• Confidence• Integrity• Pride• Passion – Feelings are facts; Perception is reality – Greater predictor of revenue & loyalty than CSAT – 23% lift in revenue per customer when ‘irreplaceable’ © Cicero Inc. 2011
  5. 5. Attitudinal & Emotional RelationshipStrength Measures– Human Sigma How likely are you to How likely are you to Overall, how satisfied continue to choose, This company is a recommend our are you with our repurchase or repeat name I can always company to a friend or company your business with our trust associate company If a problem arises, I This company always can always count on I feel proud to be a This company always delivers on what they this company to reach customer of this treats me fairly promise a fair and satisfactory company resolution This company is the I cant imagine the This company always perfect company for world without this treats me with respect people like me company © Cicero Inc. 2011
  6. 6. Ee – Employee Engagement• Get• Give• Belong• Grow – 18% higher productivity – 27% less absenteeism – 260% more revenue growth when high Ee – Only 43% can relay ‘why do business with us’ – High marks on both Ee and Ce… • 3.4x growth rate © Cicero Inc. 2011
  7. 7. The Means to Measure and Monitorthe Quality of a Local Workplace– Human Sigma Know what’s Have the tools to Get to do what I do Recognized in the expected of me do it right best every day last 7 days Someone here Someone here My job matters My opinion seem actually cares @ encourages my Our Purpose to count me development matters We’re all I have a best friend Progress discussed Learned and grew committed to here every 6 months this yeardoing quality work © Cicero Inc. 2011
  8. 8. CES – Customer Effort ScoreObjective: callbacks within 14 days.70% said that 2 or 3 calls registered as "Moderate-to-High" effort30% gave that rating for those that made only one call.Subjective: customer survey questions‘What was your personal level of effort in getting x done with us?’Companies that can track customer effort, especially at the customer, issue, andagent level, are much better positioned to solve for customer effort. CEB and Contact Center Council © Cicero Inc. 2011
  9. 9. 96% ‘high effort’ are more disloyal Customer Effort Score 9% ‘low effort ‘are more disloyal. Predictive Power forHigh Purchasing CES “The Customer Effort NPS Score outperforms the Net Promoter Score and customer satisfaction measures in predicting CSAT behavior.” – Harvard Business ReviewLow High Predictive Power for Increased Spending © Cicero Inc. 2011
  10. 10. How Customer ServicePerformance Affects LoyaltyAverage Loyalty Score7.05.253.51.750 Below Meets Exceeds Expectations Expectations Expectations Source: Harvard Business School © Cicero Inc. 2011
  11. 11. The Cost of Trying toExceed Expectations Customer Reporting Service The Cost of Exceeding Exceeded Expectations Expectations (Versus Meeting) Expectations +20% More Exceeded 11-15% More 6-10% More Expectations 15-20% More Not Exceeded And yet… 20% of Satisfied leave 28% of Dissatisfied stay Source: Customer Contact Council research. © Cicero Inc. 2011
  12. 12. Effort Matters! More Loyal 12% Moments of Wow: Teaching Customer 87% 75% Effort: First Contact Resolution Neutral 219% Effort: +1 Contact to Resolve 342% 45% Rep: Generic Service 40% Effort: Repeating Info 20% Effort: Perceived More Effort 18% Effort: TransfersMore Disloyal Source: Customer Contact Council research. © Cicero Inc. 2011
  13. 13. Mitigate risk by improving the experience Satisfaction Improved Reduced Provided Experience Customer “Moments with the Rep Effort of Wow” • Rep confidence • Number of transfers • Service organization’s • Rep concern • First contact resolution knowledge about • Rep listening ability • Perceived additional customer • Ability of rep to understand effort to resolve customer • Rep understood mood • Service personalization • Certainty of follow through Source: Customer Contact Council research. © Cicero Inc. 2011
  14. 14. And drive Loyalty by reducing effort Loyalty Improved Reduced Provided Experience Customer “Moments with the Rep Effort of Wow” • Number of transfers• Service personalization • Repeating information • Teaching the customer • First contact resolution • Number of contacts to resolve • Perceived additional effort to resolve Source: Customer Contact Council research. © Cicero Inc. 2011
  15. 15. Effort levers Routing Sign On Integration of IVR, Web Stay On and Human Low Effort Real time Context decision across support channels Automated 1 Screen tasks © Cicero Inc. 2011
  16. 16. Nuances of CES; JD Powers and CEB• Mark Miller – JD Powers – The hard stuff is hitting the centers – Easy stuff is going to the web or IVR – IVRs are still poor (competitive advantage opportunity) • 33% of experience • 42% weight on clarity then ease of navigation• Higher Effort – Problems and complaints – High Tech, Travel, leisure and shipping • Logistics and complex technical issues – Phone and email • Multiple contact methods • Repeating information • Transfers • Customers asked to take on more work (forms, faxing, etc…)• Lower Effort – Checking status of an account – Making a purchase – General inquiry – Web interactions © Cicero Inc. 2011Source ; CEB and CCC
  17. 17. Low Effort Organizations…1. Don’t just resolve the current issue – head off the next one2. Prepare employees to address the emotional side of customer interactions3. Minimize channel switching by increasing self- service ‘stickiness’4. Use feedback to reduce customer effort5. Empower employees to deliver low-effort experience CEB/ CCC © Cicero Inc. 2011
  18. 18. Remember… The customer wants tolike your product!Thank you!Jim HuntDirector of Product Development © Cicero Inc. 2011

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