the effortless experience with matt dixon

Create a Call Center in 5 Minuteswww.talkdesk.com

Matt DixonExecutive Director, CEBAuthor of The Effortless Experience: Conquering the New Battleground of Customer Loyalty

How your brand can start making life easier for your customers.

The Effortless Experience

Talkdesk Customer Experience Webinar Series

The Effortless ExperienceConquering the New Battleground

for Customer Loyalty

Matt DixonExecutive Director, CEB

© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN

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HAVE YOU SEEN THIS GIRAFFE?


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THE MOMENT OF “WOW”


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THREE QUESTIONS THAT GUIDED OUR RESEARCH


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What impact DO customer service interactions have on a customer’s future loyalty?

1


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1 2

What are the things customer

service can do to DRIVE loyalty?


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1

What are the things customer

service can do to DRIVE loyalty?

2

How can service improve loyalty

while still REDUCING

operating costs?

3


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WHAT IS LOYALTY?

■ Repurchase

■ Word of Mouth

■ Share of Wallet


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WHAT IS LOYALTY?

■ Repurchase

■ Share of Wallet

■ Word of Mouth

The TRUEST TEST of loyalty is

when something goes WRONG.


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OUR STUDY IN BRIEF


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OUR STUDY IN BRIEF

■ 125,000+ customers


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OUR STUDY IN BRIEF


■ 5,000+ customer service reps


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OUR STUDY IN BRIEF



■ 100+ companies


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OUR STUDY IN BRIEF



■ 100+ companies

3 major findings


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FINDING 1: DELIGHT DOESN’T PAY


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Less Loyal

More Loyal

Below Customer

Expectations

Meets Customer

Expectations

Exceeds Customer

Expectations

The Perception


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Less Loyal

More Loyal

Below Customer

Expectations

Meets Customer

Expectations

Exceeds Customer

Expectations

The Perception

The Reality


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Less Loyal

More Loyal

Below Customer

Expectations

Meets Customer

Expectations

Exceeds Customer

Expectations

The Perception

The Reality

• “Delight” only happens 16% of the time• “Delight” increases operating costs 10-20%


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FINDING 2: SERVICE DRIVES DISLOYALTY


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FINDING 2: SERVICE DRIVES DISLOYALTYCustomer Service Impact on Loyalty

1.00x

3.97x

More Loyal

More Disloyal

Source: CEB analysis.


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1.00x

3.97x

More Loyal

More Disloyal

Drivers of Disloyalty

■Repeat contacts

■Channel switching

■Transfers

■Repeating information

■Robotic service

■Policies and processes customers have to endure

■“Hassle factor”

FINDING 2: SERVICE DRIVES DISLOYALTY

Customer Service Impact on Loyalty



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1.00x

3.97x

More Loyal

More Disloyal

Drivers of Disloyalty

■Repeat contacts

■Channel switching

■Transfers

■Repeating information

■Robotic service

■Policies and processes customers have to endure

■“Hassle factor”

Customer Effort

FINDING 3: MITIGATE DISLOYALTY BY REDUCING EFFORT

Customer Service Impact on Loyalty



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THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE


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Low Effort High Effort

Repurchase

94%

4%



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88%

4%


Repurchase

94%

4%


Increased Spend/Share of Wallet


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1%

81%Low Effort High Effort

88%

4%


Repurchase

94%

4%



Negative WOM


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1%

81%Low Effort High Effort

88%

4%


Repurchase

94%

4%

Low-Effort Experience

High-Effort Experience

Overall Disloyalty

9%

96%



Negative WOM


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THE FOUR PILLARS OF LOW-EFFORT SERVICE


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THE FOUR PILLARS OF LOW-EFFORT SERVICE

Frontline ControlExperience Engineering

Next Issue AvoidanceChannel Stickiness


4%

67%

THE CUSTOMER EFFORT SCORE 2.0

…and a way for service functions to positively impact Net Promoter Score®

A great way for service functions to detect potential disloyalty…

Strongly Disagree

Disagree Somewhat Disagree

Neither Agree Nor Disagree

Somewhat Agree

Agree Strongly Agree

The company made it easy for me to handle my issue

Overall Disloyalty Percent of Detractors

High EffortLow EffortHigh EffortLow EffortSource: CEB analysis.

9%

96%

@CEB_Effortless


To get a copy of this presentation, email us at

[email protected]

To learn more about reducing customer effort, visit us at

ceburl.com/CEN

@CEB_Effortless @matthewxdixon

www.youtube.com/CEB

The Effortless Experience from CEB

www.talkdesk.comCreate a Call Center in 5 Minutes

Improve Customer Satisfaction with Phone Support

Blaire Fernandez

Director of Customer Success


Customers are mobile and use real-time, personalized services and demand real-time and personalized support and

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Customer service expectations have changed


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Talkdesk: Browser-based call center

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Talkdesk helps growing companies provide superior customer service

Our customers

Create a Call Center in 5 Minuteswww.talkdesk.com

Matt DixonGroup Leader, CEBAuthor of The Effortless Experience: Conquering the New Battleground of Customer Loyalty

How your brand can start making life easier for your customers.

The Effortless Experience

Talkdesk Customer Experience Webinar Series

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the effortless experience with matt dixon

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