Download - Is Customer Effort Score the new NPS?
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Is Customer Effort Score the new Net Promoter Score?John RagsdaleVP Research, Technology and SocialTSIA
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Agenda
1 Customer Effort Score – what it is and who measures it
2 What drives Customer Effort and why it is important Iron Triangle
3 Linking Customer Effort to Customer Satisfaction & Advocacy
4 How to analyze and reduce Customer Effort
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Measuring Customer Effort
• “How much effort did you personally have to put forth to handle your request?”– 1 to 5 scale, 1 = Very Low Effort, 5 = Very High Effort
• Customer Effort Scores (CES) is proving to be a more effective determinant of customer loyalty than satisfaction scores (CSAT)
• Ultimately, companies need to measure the effort involved in the end-to-end customer journey– But most start by measuring effort for assisted and unassisted support
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Marketing Sales Implement Support Renewal
The End-to-End Customer Journey
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Friction Points Driving Up Customer Effort
Assisted Support• Finding contact information• Phone tree navigation• Hold time• Entitlement process• Technical knowledge of agent• Complexity of recovery procedures• Talk time/Resolution time
Unassisted Support• Finding self-service options• Single signon?• Unified search?• Screen design/layout• Tools/routes to find content• Content filtered for my account• Content formats (text vs. video)
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You can’t identify friction points—or get well plans—in a vacuum. Customer surveys/focus groups are required.
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Are you currently measuring customer effort scores (CES)?
A. YesB. No C. Plan to implement in 2016
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Polling Question
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Customer Effort Score (CES)
29%
71%
Are you currently tracking CES?
Yes No
6Source: TSIA 2016 Support Services Benchmark Survey
Scale: 1 = Very Low Effort, 5 = Very High Effort
Industry Pacesetters1
1.5
2
2.5
3
3.5
4
4.5
5
3.4
4.4
Average Customer Effort Score
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From Customer Effort to Customer Satisfaction
Self-S
ervice
Online
Com
munity
Chat S
uppo
rt
YouTub
e
Email S
uppo
rt
Phone
Sup
port
Twitter S
uppo
rt
Faceb
ook
Linke
dIn
Plus0%
10%20%30%40%50%60%70%80%90% 82%
55%
26%20% 17% 16%
8% 7% 5% 4% 1%
When you need support for a product, which of the following channels do you prefer?
Phone
EmailCha
t
Social
Self-S
ervice
00.5
11.5
22.5
33.5
44.5
5 4.4 4.3 4.3 4.23.5
Customer Satisfac-tion by Channel
Source: The State of Support Services 2016, TSIA
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Is Customer Effort Score the new Net Promoter Score?Alex PoulosVice President of Marketing Support.com
© 2016 SUPPORT.COM, INC.
• Customer Effort can include a number of different types of effort …
Breaking Down Customer EffortSUPPORT.COM
Cognitive effort
• Examples:– Waiting to get through to an agent – time, emotional– Having to repeat information – time, emotional– Reviewing T&Cs – cognitive, time– Having to return a product to a store – time, physical– Trying to set up a Smart Home hub – cognitive, time, emotional
Time effort Physical effort Emotional effort
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1. Inconsistent or unclear information2. Having to repeat information3. Wait time (being on hold)
What Drives Effort in Customer Support
4. Not solving the issue the first time5. Navigating support structure6. Switching channels
What frustrates Connected Consumers the most about their support experience (Source: Support.com, Oct 2015)
SUPPORT.COM
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A Success Story – Why Customer Effort MattersSUPPORT.COM
CompanyA leading broadband &
mass media broadcasting companySolution
•Identified onboarding challenge and focused on customer effort•Created separate support team for new (installation in last 30 days) customers•Started to automatically route calls from new customers to separate support team (IVR updated based on customer product & installation date)
Benefits•Reduced contact rates for new customers from ~25% to ~20%•Reduced number of tickets logged in first 5 days from 1.8 per account to 0.54 per account•Improved Voice Of Customer score by 3 percentage points
ChallengeImprove onboarding experience
for new customers
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Customer Effort Score: Case Study
Issue Resolved? Level of Effort CSAT Recommend?
Yes 84%Low 93% 87%
Neutral 82% 71%
High 61% 51%
No 16%Low 47% 41%
Neutral 41% 34%
High 25% 22%
12Source: Global Tech Company, 170k+ responses
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How to Analyze Customer Effort
13Source: The State of Support Services 2016, TSIA
© 2016 SUPPORT.COM, INC.
UseProduct
Your Typical Customer JourneySUPPORT.COM
Call Agent Wait Repeat Self
Help StepsTrial & Error with Agent
EncounterIssue
GoogleSearch
TrySelf-Help
Switch toAssisted
Help
Give Up
Customer Effort
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Your Customer Journey OptimizedSUPPORT.COM
Embedded SupportIn the Product
Embedded SupportIn the Product
Intuitive, ContextualSelf-Support
Intuitive, ContextualSelf-Support
Seamless TransitionAcross Channels
Seamless TransitionAcross Channels
Optimized GuidanceBased On Data
Analytics
Optimized GuidanceBased On Data
Analytics
UseProduct
Escalate to Agent
Use Effective New Steps
EncounterIssue
Get Relevant Self Help
UseProduct
Call Agent Wait Repeat Self
Help StepsTrial & Error with Agent
EncounterIssue
GoogleSearch
TrySelf-Help
Switch toAssisted
Help
Give Up
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Embed Support in the Product ExperienceSUPPORT.COM
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© 2016 SUPPORT.COM, INC.
Embed Support in the Product ExperienceSUPPORT.COM
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Leverage Context for an Omni-Channel ExperienceSUPPORT.COM
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1. Start with the customer journey– A lot of vendors have their own pre-conceived version of your customers’ journey, but is it
true?2. Focus on friction points for the more complex interactions
– Transition points across systems or processes are good candidates3. Develop & optimize specific use cases
– E.g. embedded support, contextual guidance, singular omni-channel experience, continuous optimization
4. Measure what matters to you– It’s not CES vs. CSAT vs. NPS– Some companies phrase the CES qualifying question differently: How easy is it to do
business with the company?– Some others are trying to link Customer Effort to Net Promoter Score: Based on the effort
required to do business with us, how likely are you to recommend our company?
How to Reduce Customer EffortSUPPORT.COM
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© 2016 SUPPORT.COM, INC.
CES NPSLeading indicator of customer loyalty Trailing indicator of customer loyalty
Leading indicator of company growthProvides actionable data for thecustomer experience
Provides insights from thecustomer experience
Helps predict behavior Helps validate behaviorFocuses on service interactions with the brand
Able to assess the overall relationship with the brand
Can be subjective (value, perception) Can be subjective (reputation, perception)Low effort leads to brand loyalty Brand loyalty leads to advocacy CES NPS
CES vs. NPSSUPPORT.COM
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