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The Effortless Experience with Matt Dixon

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Published on

https://www.talkdesk.com/resources/webinars/

"Your customers are much more likely to punish you for a bad customer service experience than reward you for a good experience."

Watch the full webinar as Matthew Dixon, author of The Effortless Experience, explores how your brand can start making life easier for your customers.

Click the link below to learn:

1. How to identify where your customers are spending the most effort.

2. Concrete examples of brands offering a low effort journey.

3. Quick tips to reducing customer effort and implementing change.

http://www.talkdesk.com/resources/webinars/

Published in: Business
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The Effortless Experience with Matt Dixon

  1. 1. Create a Call Center in 5 Minutes www.talkdesk.com How your brand can start making life easier for your customers. The Effortless Experience Talkdesk Customer Experience Webinar Series
  2. 2. The Effortless Experience Conquering the New Battleground for Customer Loyalty Matt Dixon Executive Director, CEB
  3. 3. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort HAVE YOU SEEN THIS GIRAFFE?
  4. 4. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE MOMENT OF “WOW”
  5. 5. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THREE QUESTIONS THAT GUIDED OUR RESEARCH
  6. 6. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THREE QUESTIONS THAT GUIDED OUR RESEARCH What impact DO customer service interactions have on a customer’s future loyalty? 1
  7. 7. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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?
  8. 8. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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
  9. 9. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort
  10. 10. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort WHAT IS LOYALTY? ■ Repurchase ■ Word of Mouth ■ Share of Wallet
  11. 11. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort WHAT IS LOYALTY? ■ Repurchase ■ Share of Wallet ■ Word of Mouth
  12. 12. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort OUR STUDY IN BRIEF
  13. 13. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort OUR STUDY IN BRIEF ■ 125,000+ customers
  14. 14. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort OUR STUDY IN BRIEF ■ 125,000+ customers ■ 5,000+ customer service reps
  15. 15. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort OUR STUDY IN BRIEF ■ 125,000+ customers ■ 5,000+ customer service reps ■ 100+ companies
  16. 16. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort OUR STUDY IN BRIEF ■ 125,000+ customers ■ 5,000+ customer service reps ■ 100+ companies 3 major findings
  17. 17. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort FINDING 1: DELIGHT DOESN’T PAY
  18. 18. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations The Perception
  19. 19. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort FINDING 1: DELIGHT DOESN’T PAY Less Loyal More Loyal Below Customer Expectations Meets Customer Expectations Exceeds Customer Expectations The Perception The Reality
  20. 20. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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%
  21. 21. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort FINDING 2: SERVICE DRIVES DISLOYALTY
  22. 22. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort FINDING 2: SERVICE DRIVES DISLOYALTY Customer Service Impact on Loyalty 1.00x 3.97x More Loyal More Disloyal Source: CEB analysis.
  23. 23. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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.
  24. 24. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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.
  25. 25. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE
  26. 26. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE Low Effort High Effort Repurchase 94% 4% Source: CEB analysis.
  27. 27. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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
  28. 28. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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
  29. 29. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort 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
  30. 30. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE FOUR PILLARS OF LOW-EFFORT SERVICE
  31. 31. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness
  32. 32. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness
  33. 33. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness
  34. 34. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness
  35. 35. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN #customereffort THE FOUR PILLARS OF LOW-EFFORT SERVICE Frontline ControlExperience Engineering Next Issue AvoidanceChannel Stickiness
  36. 36. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN 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% @CEB_Effortless
  37. 37. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN To get a copy of this presentation, email us at Effortless@executiveboard.com To learn more about reducing customer effort, visit us at ceburl.com/CEN @CEB_Effortless @matthewxdixon www.youtube.com/CEB The Effortless Experience from CEB
  38. 38. www.talkdesk.comCreate a Call Center in 5 Minutes Improve Customer Satisfaction with Phone Support Blaire Fernandez Director of Customer Success
  39. 39. 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
  40. 40. 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
  41. 41. www.talkdesk.com Create a Call Center in 5 Minutes Talkdesk helps growing companies provide superior customer service Our customers
  42. 42. Create a Call Center in 5 Minutes www.talkdesk.com How your brand can start making life easier for your customers. The Effortless Experience Talkdesk Customer Experience Webinar Series Q&A

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