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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
Competing Against…
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
Customer Effort Customer Emotion
Hig
h Le
vels
Neu
tral
Low
Lev
els
Introduction Call CloseInform customer of options Confirmation PromotionRent/ Own How can I help?
This demonstrates the turbulent journey of a customer, with high levels of effort and emotion.
Effort & Emotion Mapping
“Please allow a few
days delivery”
3 sec
“You will get written
confirmation in 6
days” 4 sec
“Confirm your full name
and property address
please” 4 sec
“Confirm your contact
telephone number
please” 3 sec
Existing Call Flow – The Long Journey
“How can I help you today” 2 sec
“Your bill is £….”
4 sec
“These are your
payment options”
12 sec
“This is your first
and last payment” 6 sec
“Your bank details
are…(Include DD
guarantee details)”
28 sec
“Payment dates and
amounts again are…” 15 sec
“Would you like a text
sending confirmation”
6 sec
“Can I offer you the
Home serve service?”
5 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**
Total Time 124 sec
START
END
1 “ Good Morning, Agent Name, Account Number”
4 sec2 3 4
8 5679 10 11 1215
16 17 18 1914 13
“ Do you rent/ own the property (more details
taken if rent)” 3sec
“ Here is the frequency you need to pay” 8 sec
“This amount will be carried forward” 5 sec
“Here are your monthly instalment
s” 5 sec“What’s your preferred payment date” 4 sec
Is there anything else I can do for
you? 9 sec
Customer Effort Customer Emotion
Hig
h Le
vels
Neu
tral
Low
Lev
els
Intro & Security How can I help? Questioning around best option/s for customer Clarify & Confirm Call Close
By the customer receiving the service they were expecting the effort and emotion input are much
more stable.
Effort & Emotion Mapping
Average Interaction Duration
Ave
rag
e N
um
ber
of
Inte
ract
ion
s
Average Time of Case
Customer Satisfaction
Dynamic Score
Ave
rag
e N
um
ber
of
Inte
ract
ion
s
Average Time of Case
Dynamic Score
Concern Over Repair Cost - Long Cases
-1
0
1
2
3
4
0 5 10 15 20 25 30 35Days
Satisfa
ction
Vehicle Order and Supply - Long Cases
0
1
2
3
4
-2 48 98 148 198 248 298Days
Satisfa
ction
Psychology of Experience Daniel Kahneman –
Quality defined by 2 things:
1) Experience Peak
2) 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.
Contact us
If you would like to talk to us about how our award winning teams can transform your customer management operations then contact us today.
– Website: www.capitacustomermanagement.co.uk
– Telephone: +44 (0) 113 207 3476