Post by account_disabled on Mar 4, 2024 20:13:55 GMT -8
Voice of the Customer | 0 Comments Author Jeannie Walters explains what are the 5 keys to reducing customer effort or CES in an effective way : How can organizations help customers reduce effort in the first place? There are 5 basic methods to effectively reduce customer effort: Delve into the analysis of the causes Request open comments Place the customer at the center of efforts Look beyond the point of contact Review the points of greatest friction often Below we will look at each method in detail, but first let's talk about why it is so important for the well-being of customers and the organization. Why is it important to reduce customer effort? Clients work too much. They have a hard time finding things. They call agents to ask them how to do things they WANT to do for themselves. They look for answers and only find dead ends. Why worry about customer effort? Everything requires a little effort. Think about the last time you felt really frustrated about being a customer. It was probably a many-step process.
First of all, you bought something. You made a purchase because you not only paid for it, but you believed in it. The product or service was going to help you, to make your life a little more comfortable, safer, fun, healthy... you had defined a specific "return" on this investment for you. At some point, a problem arises. The object did not work as intended. Or broke after using it once. Or setting up Buy Bulk SMS Service
the service was not as “easy” as the ads promised. Have you tried to solve it. You have consulted the manual. Maybe you looked for ans Recently, I was looking for a solution to switch my account with a subscription service. I used my mobile app to try to update. There were no options, so I tried the desktop version.wers in the brand's knowledge base. Several frustrating minutes or hours later, you contacted the brand directly via a call to the contact center or a website chat. For the sake of this example, let's say this is where your problem is solved. Was it a victory for the brand? For the client? Let's investigate it. Let's define what customer effort really is... and what it is not.
The above example could be considered a “win” for the brand. Resolution at the first call. No escalation A good recovery service. The client might express relief and gratitude. The results of the transactional survey reflect that the agent did a great job resolving the problem. Everyone moves on and the next time a customer repeats that same set of steps, the agent will be able to help them. But the next client, and the one after him, will have to work just as hard to come up with an answer that he couldn't find on his own. Let's stop defining customer effort as what happens when something is already broken. The client's effort is not limited to one task. It's about the whole journey... and we have to define it as such. However, brands do not improve the process when the effort is seen. Customer effort versus the blame game Add to this third-party integrations, such as standalone billing apps or partner shipping companies, and it becomes a blame game. Customers lose when brands point the finger at their suppliers. The customer's effort is not to try to solve the problem. It's about solving the problem in the first place. But that's hard to do if there are no methods to trace the root causes of the effort.