This document discusses using customer effort analysis as a tool for continuous service improvement. It outlines Acer's customer service infrastructure and journey to capture customer feedback. The presentation then discusses measuring and analyzing customer effort data to identify areas for improvement across different contact channels, prioritizing channels that have high volume and effort. The goal is to use insights from customer effort data to enhance the customer experience.

1. Customer Effort Analysis as a Tool
for Continuous Service Improvement
Speaker
Title
Company

2. Discovering
Customer Effort
Acer’s Voice of the
Customer Journey
BI and Analytics
Pros and Cons
Customer Effort Analysis as a Tool
for Continuous Service Improvement
Agenda
2
The
Bottom Line

3. Acer Customer Service Infrastructure –
Western Hemisphere
3
Repair Center
Contact Center
PMO & Customer Insights
NSC,
US
Vancouver,
CA
Mississauga,
CA
Temple,
US
Mexico
City, MX
CA
(French)
Temple,
US
Sao Paulo,
BR
Uruguay
India
Uruguay

4. Pros and Cons of BI and Analytics
The narrow window for creating an analytics-based competitive advantage
4
Unique Adaptable to
many situations
Better than
the competition
RenewableHard to
duplicate
Source: Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: the new science of winning. Harvard Business Press.

5. Acer’s Voice of the Customer Journey
Acer “VoC” Architecture, driving continuous improvement
5
Transform
Deliver
Implement
Clarabridge
platform analyzes the
data acquired from
customers
Key stakeholders/
Business units
Capturing customer
conversations at key
points of the product
lifecycle
VoC gained
business intelligence

6. Discovering “Customer Effort”
Measuring Customer Effort performance
6© 2013 The Corporate Executive Board Company. All Rights Reserved.
APP 2.0 Question
The company made it easy
for me to handle my issue.
(1) Strongly Disagree
(2) Disagree
(3) Somewhat Disagree
(4) Neither Agree nor Disagree
(5) Somewhat Agree
(6) Agree
(7) Strongly Agree
APP 2.0 = % Answering at least
“Somewhat Agree”
Overall customer effort – normalized average (0-100)
Application 2.0 – percent of customers
Lower performance
80
60
40
20
100
0
Higher performance
Lower performance
80%
60%
40%
20%
100%
0%
Higher performance
Acer
XX
Acer
XX%

7. Discovering “Customer Effort”
First Contact Channel Choice
7
Where customers first go to resolve an issue
XX%
XX%
XX%
XX%
X% X%
Website
Phone
Web
chat
Email
Community
Don’t
remember
XX%
XX%
XX%
XX%
XX%
XX%
XX%
Company website
Bill/product…
Other
Search Engine
Have it saved
Within company…
Phone book
XX%
XX%
XX%
XX%
XX%
XX%
Company website
Search engine
Other
Bill/product
packaging
Have it saved
Within company
email
XX%
XX%
XX%
XX%
XX%
XX%
FAQ page
Search bar
Contact us
Interactive tools
Other
Media/videos
Website: What did you use? Email: Where did you find it?Number: Where did you find it?
© 2013 The Corporate Executive Board Company. All Rights Reserved.

8. Discovering “Customer Effort”
Improving alignment along the “Customer Journey”
8
First
Channel
Choice
First
Channel
Outcome
Second
Channel
Choice
Phone
XX%
Website
XX%
Web chat
XX%
Email
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
Community
X%
X%
X%
X% X% X%
X%
X%
X%
X%
X%
X%
X% X%
X% X%
X%
X%
X%
X%
X% X% X% X% X%
X%
© 2013 The Corporate Executive Board Company. All Rights Reserved.

9. Discovering “Customer Effort”
Prioritizing channel improvements
9
*Channel Leverage = First Contact Volume x (1-FCR) x customer effort. This is not meant as a true ROI measure, but as a means of comparing the importance of improving the customer experience across your channels
given current performance.
X%
X%
X%
X%
X%
Phone Website Web chat Email Community
First contact volume
(as a % of total contacts)
First contact resolution
Customer effort to resolve issue
(0=low, 100=high)
Channel leverage*
Phone XX% XX% XX% X.X
Website XX% XX% XX% X.X
Web chat XX% XX% XX% X.X
Email XX% XX% XX% X.X
Community XX% XX% XX% X.X
First contact resolution rates
By contact channel, percent of contacts
X%
X%
X%
X%
X%
Phone Website Web chat Email Community
Customer effort to achieve resolution
By contact channel, customer averages