1. Meh
Happiness is overrated
Why we should stop designing services to delight our
users, and start focusing on what makes them miserable.
Dave Burke, VP User Experience, APCO Worldwide
6. Service plays more of a role in disloyalty
Why customers stay Why customers leave
Product Brand Service
7. CEB Study
• 3-year study
• Over 75,000 customers surveyed
• Several hundred service managers interviewed
• Covered services including phone, IVR, web, chat, and
email
• Controlled for service rep tenure and other variables
• Cross-industry
• Worldwide
8. Conventional Wisdom
89
/100 Customer relations
heads said their primary
strategy is to exceed
customer expectations
9.
10. Service plays more of a role in disloyalty
Why customers stay Why customers leave
Product Brand Service
15. Common metrics miss on customer effort
Company Metric Consumer Metric
• FCR: First contact resolution • Overall effort in the relationship
• Call center resolution
• Website conversion
• Call times
• Time on site
• CSAT: Customer Satisfaction Score
16. The problem with FCR
22% of repeat contacts come from
downstream issues related to the
original contact, even if the original
contact “resolved” the problem.
17. The problem with FCR
The most successful companies don’t
just solve the current issue. They also
head off the next one.
18. Ferreting out repetition: Fidelity Investments
Call to change Get renters
Order new checks
address insurance
25% of self-service transactions are prompted
Calls per household 5%
23. CES
Customer Effort Score:
“How much effort did you personally have to
put forth to handle your request.”
Scale of 1 (very low effort) to 5 (very high effort)
24. Areas to explore further
• The emotional side of digital interactions
• The impact of convergence
25. To sum it up
Focus service on unsatisfied customers
Increase their satisfaction by reducing effort
Kill repetition & channel switching
Zoom out your
metrics
