This document discusses how to reduce customer effort when seeking help or support. It recommends taking three steps: 1) ensure service is available when customers need it, 2) create a consistent service experience across channels, and 3) measure ease of use through customer effort scores. Reducing customer effort leads to increased loyalty, growth and competitive differentiation. The webinar promotes Talkdesk, a cloud-based call center solution that allows for real-time, personalized customer conversations across channels to improve support and the customer experience.

1. Create a Call Center in 5 Minutes
www.talkdesk.com
3 steps to make life simpler for your customer
Drive Growth by Reducing
Customer Effort
Talkdesk Webinar

2. Keynote speaker, consultant
and blogger on customer
experience
Ran customer experience
programs at Best Buy and
UnitedHealth Group
Journey-Mapper-In-Chief at
Heart of the Customer
Second Certified Customer
Experience Professional
Jim Tincher
Mapper-In-Chief,
Heart of the Customer

3. Customers have
the power. And
they demand
more.
The Challenge:
Poor service is
leading them to
defect like never
before.

4. After a poor service experience
end their relationship
with you
go to a competitor
71%
61%
Source: The Cost of Poor Customer Experience, Genesys

5. ?
Your
customers
need help.

6. Differentiated
Service
Loyalty Growth

7. It all begins
with service
Loyalty Growth
Differentiated
Service

8. Are you pushing your customers
to your competitor?
Differentiated
Service
Loyalty Growth

9. Are you pushing your customers
to your competitor?
of companies believe they offer
superior customer service
80%
Source: Closing the Delivery Gap, Bain
Differentiated
Service
Loyalty Growth

10. Are you pushing your customers
to your competitor?
of companies believe they offer
superior customer service
of customers agree
80%
8%
Source: Closing the Delivery Gap, Bain
Differentiated
Service
Loyalty Growth

11. Customer Service Effort = Bad
When a customer has an issue, the more effort it takes to
chase their complaints resolution:
• the less satisfied with the handling customers will be
• the less satisfied with the outcome customers will be
• the less likely to recommend customers will be
• the less likely to continue being clients/customers or use more services
customers will be
• the more likely they are to complain in the future
Source: The Customer Complaints X-Ray, Beyond Philosophy
Differentiated
Service
Loyalty Growth

12. Customers
needing help are
at risk.
Are you
creating loyalty?
Or disloyalty?
1.00x
-3.93x
Potential Loyalty
Impact
Decreasing Loyalty
Increasing Loyalty
Customers with service needs are nearly 4
times as likely to end up less loyal as a
Source: The Effortless Experience
Differentiated
Service
Loyalty Growth

13. BT: Easy = Loyal
“The rate of customer loss for the ‘easy’ scores… showed a 40%
reduction in their propensity to churn.”
Source: Customer Effort: Help or Hype?
Differentiated
Service
Loyalty Growth

14. Differentiated
Service
Loyalty Growth

15. 25-
90%
5%
Increasing customer loyalty by
Leads to a profitability
growth of
Differentiated
Service
Loyalty Growth
Source: The Economics of E-Loyalty, Bain

16. So, how do I
make it easier for
my customers?

17. Ensure
Create
Measure
Three Steps to Reduce Effort

18. Ensure service is available when
your customers needs it
Ensure
Create
Measure
will give up after one try when
seeking help before an online
purchase.
Source: Connecting with Customers, LivePerson
83%
of consumers want
some sort of support in
their online journey.
51%

19. Create a consistent service
experience
Ensure
Create
Measure
say a lack of defined processes are hurting
their customer experience.
52%
of companies admit they
have no customer service
strategy
46%
Source: The State of Customer Experience, 2013 and North American Technographics Customer Experience Survey, Forrester Research, Inc.
As a result…
½of the time customer service agents
fail to answer their questions.
Consumers report
that at least

20. Measure ease of use across all your
customer’s journeys
CEB created the “Customer Effort Score”:
“The company made it easy to solve my
issue.
7-point scale: Strongly Disagree to Strongly Agree
BT advanced this to create the “Net Effort Score”
"Overall, how easy was it to get the help
you wanted today?“
7-point scale: Extremely Easy to Extremely Difficult
Ensure
Create
Measure

21. Ensure
Create
Measure
Three Steps to Reduce Effort

22. www.talkdesk.com
Create a Call Center in 5 Minutes
Customers are mobile and use real-time, personalized services
and demand real-time and personalized support and
customer service when issues arise.
Customer service expectations have changed

23. www.talkdesk.com
Create a Call Center in 5 Minutes
Real-time, personalized conversations with customers: no hardware, coding or downloads
Talkdesk: Browser-based call center
Integrate
with top
business
tools
Easy to
deploy,
manage and
maintain
Empowers
agents with
intuitive
technology
Automated
workflows
drive
productivity

24. www.talkdesk.com
Create a Call Center in 5 Minutes
Talkdesk helps growing companies provide superior customer service
Our customers

25. Create a Call Center in 5 Minutes
www.talkdesk.com
3 steps to make life simpler for your customer
Talkdesk Webinar:
Drive Growth by Reducing Customer Effort
Q&A