CCA – Customer Effort Simon Hunt, Head of Quality, Capita Customer Management
Idea in Brief Conventional wisdom holds that to increase loyalty, companies must ‘delight’ customers by exceeding service expectations. A large-scale study of contact-centre and self-service interactions, however, finds that what the customers really want (but rarely get) is just a satisfactory solution to their service issue. Reps should focus on reducing the effort customers must make. Doing so increases the likelihood that they will return to the company, increase the amount they spend there, and speak positively (and not negatively) about it – in other words, that they’ll become more loyal. To meet customers’ expectations, reps should anticipate and head off the need for follow up calls, address the emotional side of interactions, minimize the need for customers to switch service channels, listen to and learn from disgruntled customers, and focus on problem solving, not speed.
Q5 - As a customer have you ever terminated/stopped an interaction with an organisation because it was too hard?
Q3 - When thinking about customer effort specifically, what is your understanding of effort? (please select all that apply)
Q6 - What are the top three customer experience measures used by your organisation? (please rank in order of importance with 1=most important)
Q2 - How effective do you feel your current method(s) of measuring customer experience are in understanding customer opinion of your organisation?
Q9 - If yes, what do you feel would be the main benefits of using customer effort? (please select all that apply)
Q17 - Do you measure customer effort separately for each channel or do you take an omni-channel approach (i.e. single view across all channels)
Move From CSAT To Effort Mapping & Scoring 81% of customers who had a hard time reported an intention to spread negative word of mouth A bad solution to even a small problem can be a very big deal to someone using your service
Process Effort Capability & Dynamic Effort Scoring Process Effort Capability (Qualitative) What’s any given process or interaction effort and emotion capability Pro – Easy to map and highlights pain points Con - Generalised Dynamic Effort Scoring (Quantitative) A calculation of an effort score from variable inputs Pro – data driven & personalised Con – blunt & formulaic. Rationale Choice Theory
Good & Bad Effort • No Pain No Gain • Pay off Matrix (invest X units for Y reward) • Maslow’s Hierarchy of Needs • Tailored Experiences
Expectation, Emotion and Effort If we are to understand Effort in any meaningful way we must… • Acknowledge Expectation (paying a bill versus buying a house) • Measure Effort (too much, too little, about right or scale) • And tag Emotion (positive or negative emotion – heavily influenced by a& b)
Emotion & Positivity • “Broaden & Build” • Positive feelings enable experiences to flourish • Positive & Negative Ratio • 3:1 is the aim • Google’s UX Design - Jars Of Emotion UX
Effort & Emotion Mapping Pos/ Neg +/- 2:4 This demonstrates the turbulent journey of a customer, with high levels of effort and emotion. Customer Emotion Customer Effort
Pos/ Neg +/- 2:4 Existing Call Flow – The Long Journey START 2 3 4 1 “Confirm your full name and property address please”4 sec “Confirm your contact telephone number please”3 sec “ Do you rent/ own the property (more details taken if rent)”3sec “ Good Morning, Agent Name, Account Number”4 sec 7 6 5 8 “Your bill is £….” 4 sec “ Here is the frequency you need to pay”8 sec “These are your payment options” 12 sec “How can I help you today”2 sec 12 9 10 11 “Here are your monthly instalments”5 sec “This amount will be carried forward”5 sec “This is your first and last payment”6 sec “What’s your preferred payment date”4 sec 13 14 “Your bank details are…(Include DD guarantee details)” 28 sec 15 “You will get written confirmation in 6 days”4 sec “Payment dates and amounts again are…”15 sec 17 16 19 18 Is there anything else I can do for you? 9 sec “Please allow a few days delivery” 3 sec “Would you like a text sending confirmation” 6 sec “Can I offer you the Home serve service?” 5 sec END Total Time 124 sec ***Please note that timings are an estimate of the agent element of the call flow only and do not factor for customer element of the conversation**
Effort & Emotion Mapping Pos/ Neg +/- 0:0 By the customer receiving the service they were expecting the effort and emotion input are much more stable. Customer Effort Customer Emotion
Dynamic Score Customer Satisfaction Average Interaction Duration Average Number of Interactions Average Time of Case
Dynamic Score Average Number of Interactions Average Time of Case
Psychology of Experience Daniel Kahneman – • Quality defined by 2 things: • Experience Peak • End experience Our remembering self has “duration neglect” and “peak end rule” What we experience at the time, is overridden by how we remember the intensity and how it ended.
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