--By Shrishti Giri--
Customer delight, brilliant CX, customers interest, all these words have been in the limelight ever since the importance of enhancing customer experience has been recognized by the organizations. To exceed customer’s expectations companies work on various campaigns, implement sale, discounts, work hard to deliver excellent service and do a lot more things yet they get a very few loyal customers. Why is this so? Let’s take an example of visiting a doctor, we all have been to one. Just ponder over the process- when you fall sick, you go to a doctor, tell him/her your problem, s/he gives you the medicines to heal that problem/sickness and you return back happily. Now, how would you feel if the doctor instead of providing you the solution focuses more on treating you well by serving you with a glass of water, greeting well, behaving well, doing all nice gestures but providing the medicines? Of course, you will think of heading to another doctor.
Same is the scenario with every industry, customers firstly want a solution to their problem with reduced efforts followed by the service quality, behavior, treatment and the likes. A study by Harvard shows that twenty percent of the satisfied customers are more intended to leave the company while 28% of the dissatisfied customers are likely to stay. The study did not see any relation between satisfaction and loyalty. For companies from the service sector customers are loyal when they get the right solution to their problem without any extra efforts.
Ease drives loyalty
No one wants to reach out to the long queues when contacting the call center support for the solutions or purchasing something from any offline store. What will make the customers feel satisfied is fewer obstacles, less number of levels in the entire call, less wait time listening to that monotonous tone and repetition of their problem. Measuring customer effort is one phenomenal way to understand what the customers go through when dealing with any service or purchase. Take the example of Amazon, to reduce their customers’ efforts, the Amazon app provides a beautiful feature wherein if the customer is facing any issue while purchasing or setting up the account, they just have to click on the option ‘Phone’ and they will immediately receive a call from the support center. Here the customers do not have to wait for the representative but it’s the support that reaches out to them on just a single click!
Calling can be easy and more time saving if the customers are directly routed to the right person instead of making them navigate from one level to the other.
Anticipate and be proactive
Besides helping the customers with issue resolving, anticipating the issues to avoid the same problem with others adds to the beauty of reducing customer efforts. For instance, if a few customers have called for the instructions of using the same product again and again then the CSRs must be equipped and also responsible to inform or design a guide that educates the customers before their queries. This reduces customers' efforts to call and wait.
Feedback from the dissatisfied ones
Getting in touch with already satisfied and happy customers only to get the feedback is not the solution. The real face of the business and the need for improvement can be best interpreted by the feedback from the dissatisfied ones. Tackling the furious customers with politeness, listening to what they have to say and working on it is the major parameter to decide customer loyalty.
Therefore comes the ‘Customer Effort Score’
Instead of asking the customers about how much delighted they are with any service or product, asking them how easy their experience was with the service or product is more impactful. Nowadays organizations have started gauging customers’ efforts on a scale of 1 to 10 to measure the ease or difficulty in interacting at the touchpoints and overall experience.
As a whole what can assure customer loyalty is reduced customer efforts, be it the call centers, brick and mortar store or any online channel. Customers are indifferent towards the touchpoints companies use but what all they care about is ‘less efforts’ on any channel they reach out to the brand. Switching from one representative to the other on call or chat, delay in resolution to the problem, number of clicks required to reach the specific representative, service or product is not their cup of tea. They need an unsophisticated, extremely simple and smooth experience with a value to their money.