taking customer loyalty to new heights: how to build a low-effort service organization
Post on 22-Jan-2017
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Taking Customer Loyalty to New HeightsHow to Build a Low-Effort Service Organization
“The adoption of social media soared from 12% in
2010 to 62% in 2015. Companies clearly
understand the value behind it, yet achieving its
true potential remains a challenge for those that
simply adopt social media for the sake of doing it.
Source: Aberdeen Group, Aug 2015 report on social customer care
“
Research shows delighting customers is not the way
to achieve customer loyalty.
Delight only happens 16% of the timeDelight increases costs 10-20%
Source: Corporate Executive Board (CEB)
So how do you achieve customer loyalty?
And reduce the burden of work
Sources: HBR, CEB, Forrester
What are the key drivers of disloyalty?
Repeat information Agent transfers Switching channels
Customer disloyalty is directly tied to high effort service interactions that make customers
o Switch from one channel to another to get help
o Repeat information about an issue
o Contact a company repeatedly to get a timely response
o Work with someone that cannot resolve the issue
more likely to be disloyal after a high effort interaction
4X
more likely to speak negatively about their customer service experience
65%
more likely to tell 10 or more others48%
Customers are
Sources: CEB, HBR, Forrester
of customers expect agents to know their contact history and be knowledgeable to help
Sources: CEB, Microsoft
72%
of customers report spending a high level of effort to resolve their problem
Sources: CEB, Microsoft
30%
56%
57%
62%
How can you provide effortless customer
service?
The Three Pillars of Effortless Customer Service
Value their time by fully serving them on social and messaging channels.
o Serve them and resolve issues in one channel
o Know who they are and their past interactions
o Collect PII and verify them securely
Make it easy and enjoyable for them to do their work.
o Get the right message to the right agent in real-time
o Arm them with complete and contextual customer information
o Use technology that allows them to focus on the customer
Have visibility into team performance and lower the cost of servicing customers.
o Track and measure volume growth and key issues
o Lower costs associated with customer service
o Handle larger volumes with ease and speed
CUSTOMERS AGENTS BUSINESS
And why should you do it?
Low Effortsocial and mobile interactions of servicing and increased customer spend
Lower Cost
Reduce servicing costs and handle larger volumes
BUSINESS
the cost of a call center interaction
the cost of live chat interactions
1/61/2
Improved CSAT and NPS
Improve agent productivity, effectiveness, & retention
AGENTS
75%
65%
Reduced agent attrition and increased agent happiness
reduction in response times
increase in number of conversations handled/agent/hour
Retain and grow customer lifetime value
CUSTOMERS
more likely to purchase again
more likely to increase spend
94%
88%
Less likely to spread negative word of mouth
A 5% improvement in response time yields a 10% improvement in CSAT, which correlates with an incremental $10 revenue per customer per month. For 5K customers, that is a $600K run rate opportunity.“ “
- Twitter Customer Service Report
Sources: Sparkcentral, HBR, Forrester, CEB, Twitter
Want to learn more?Listen to the full webinar, “Taking Customer Loyalty
to New Heights: How JetBlue Built a Low Effort Service Organization
.”
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