As I mentioned in my last post Customer Effort, the notion of making things easy for your customer, begins while the customer is still a prospect.
Most of what you’ll read around Customer Effort, and what I want to take a look at today, has to do specifically with customer service…whether that be via the web in a more self service approach or via a call center.
I don’t want to argue the relative merits of Customer Effort score just yet. While it is one of several measurements that can best be used in combination to make some guesses at customer loyalty it is also a risky measurement because it can refer to a specific instance in time rather than an overall experience.
It is also important to remember that customer effort is really applied differently in different industries.
Take a transactional service oriented business like banking, insurance, or utilities. In this case I want my provider to be nearly invisible. I want ANY interaction to be virtually effortless. My expectations for invisibility are quite high.
But now think about purchasing a configured item like a computer, cell phone service, or an automobile. In these instances I expect that my interactions may have a little more substance to them because my requests may start to run in a slightly more personalized vein. I still want the provider to know what I have but I may not have the same high set of expectations when it comes to them anticipating my need.
That being said I think there are several characteristics of any organization that set them up for success when it comes to customer effort.
1. They know me
When I log in to my account on your website, or provide my customer ID to your call center agent, I anticipate that I have just provided all the information you need to quickly call up everything there is to know about my interactions with you. I should NEVER have to provide more information and I should ABSOLUTELY NEVER have to provide repeat information.
United Airlines is struggling at the moment trying to converge two web systems since their merger with Continental. When you log in to your frequent flyer account it can show you all your currently active reservations but you have to log in AGAIN to view the details of any of them. This is an epic failure.
Once you have my customer ID don’t ask me for my address, my phone number, or the model number of the product I’ve purchased from you unless you’re trying to confirm that I am who I say I am…even then it’s a dicey thing to ask.
2. Front End People are Empowered
I believe that the worst effort experience I have had in recent days came at the hands of AT&T. We were trying to combine my “business” cell phone account with the rest of my families “personal” account.
- The rep in the store had to get a manager
- The manager had to call a regional manager
- The regional manager had to call a different kind of regional manager
- Regional manager 2 sent it back to the store manager
- …who had to call yet another type of regional manager
In all it took more than two and a half hours…and the bill still wasn’t right for the next two months.
The problem here was that the front end folks were not empowered to solve the problem. Don’t make your front end people call routers. The more times I have to be switched to another department, manager, or agent the lower you score on customer effort. Give the front end people the authority to think independently and solve the customer issue in one stop.
3. Information is persistent
This really should probably be the first one because it fuels the other two. I list it third because it is more system than process based and thus potentially the easiest to fix.
You can’t empower people to help me if they don’t know me and they can’t know me if they don’t have all the info at their fingertips. Your customers have multiple connections to you, web site, social media, call center, billing…each of those departments capturing information all the time. If you want to know me and empower people to serve me they have to have ALL that info.
How well do you know your customers? How empowered are your people when it comes to creatively serving your customers? Do they have the info they need?