turn effort into empathy with customer success
TRANSCRIPT
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Turn effort into empathy with customer success
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Sary Stefanki BrunnerZendeskSr. Director, Global Customer Success@sarystefanki
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Showing the effort you’re putting into a relationship is extremely important.
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The Illusion of Labor: Operational Transparency and
the Perception of ValueLet’s break it down.
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The ConflictIn their words
“Although automating service and shielding customers from the complexities of offerings can promote adoption, these practices may also under communicate the value of services being delivered.”
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The ObjectiveIn the study guys’ words
• Demonstrate the impact of the labor illusion on service value perceptions
• Demonstrate that perceptions of service provider effort induce feelings of reciprocity that together mediate the link between operational transparency and increased valuation
“Say wha???”
- Me, whilst reading
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In other words
• People value effort done on their behalf
• People like to know that effort is happening
• So if you show that effort, people appreciate it and value the end result more
Effort = Value
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But wait.What about all that Effortless Experience stuff?
That’s different.Consumer effort vs. Operational effort.
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The experimentsIn a nutshell
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The scienceIn lots of graphs
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“The mere appearance of effort - what we term labor illusion - is sufficient to increase perception of value.”- HBS, Buell and Norton, 2011
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Showing the effort you’re putting into a relationship is extremely important.
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Customer Success:Our relationship is just beginning…
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A two-ferHow operational transparency helps when things inevitably go
wrong
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Operational Transparency = Relationship ValueA customer story
“We really appreciate the frank discussion of the outage during our bi-weekly status call.”1
2
“The decision we made was that in the best interests of the partnership we have built (and especially as a result of the strong Customer Success re-engagement and our CSE’s involvement), we are not looking to pursue a service credit at this time.”
3 “We would rather focus on moving forward with the relationship.”
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