Funny thing is the research seems to go against that. You see, there are times when customers just want things to be easy. Hence, the rise in the idea of customer effort.
But let’s not throw the baby out with the bath water. While most folks still see customer delight as a problem solving, customer service approach, as I discussed in Customer Delight Revisited, there are plenty of opportunities to delight customers outside of trying to make up for a mistake.
But if customers want to be left alone sometimes and delighted at other times how do you know when to delight them and when to let them be?
Let me suggest a possible perspective, in terms of a siple mathmatical analogy, that you can use to determine when you ought to delight customers. If we think of customer delight as a multiplier we can start to look across any product or service offering and start to make educated guesses about where to apply effort in delighting customers. It all starts with the customers expectations.
ALL customers come to the table with a set of expectations, even if they can’t clearly articulate them. Let’s view those expectations as being characterized by four levels of effort:
- Level 0: I expect this part of my experience to be seemless, the provider should make it effortless.
- Level 1: I’m willing to expend some effort here
- Level 2: I expect I will have to exert a moderate amount of effort to accomplish these kinds of tasks.
- Level 3: I expect some faily significant effort
By way of example, paying my cell phone bill ought to be seemless. I want NO effort in interacting with the provider, however; when it comes time to configure my cell phone service I expect that I am going to exert a moderate amount of effort in determining which plan is best for me.
If we think of delight as a multiplier then where is the best opportunity for delighting the customer? Certainly not in the bill paying, the mathmatical equation, where D= delight, would be D x 0 = 0. On the other hand if we try to delight them in the configuring service scenario we get D x 2 which yields some significant gains.
In this simple example we start to see that where a customer anticipates no effort I need to leave them alone, customer effort IS king. But, when the customer expects to do some level of work I can look for ways to surprise and delight them that will provide some pretty good returns. Some examples of the different levels of customer expectations might look something like this:
- Level 0: bill paying, continuing service, renewing service, basic troubleshooting.
- Level 1: Adding a service, purchasing complementary products, upsell or cross sell of products, locating a vendor web site OR locating a brick and mortar location from that web site.
- Level 2: Configuring service, choosing from multiple product options, bundling, creating re-order templates, troubles hooting
- Level 3: Customizing a product or service, complex configuration, design
In order to discover the best opportunities to delight your customers you can take three simple steps:
- Begin by mapping their experience in interacting with you from discovery to purchase, to service.
- Assign each step in that experience an expected level of effort. Not YOUR expectation, the customer’s expectation.
- Focus your efforts on the higher levels.
What ARE the steps a customers goes through in moving from discovery, through purchase, to service with your organization? Where are your highest multipliers based on expected effort?