CIC

1. Engagement and Effort Matter!
Using Effort Analytics to improve both Agent and Customer
Experiences
© Cicero Inc. 2011

2. “Mankind are governed more by their feelings than
by reason.”
- Samuel Adams
© Cicero Inc. 2011

3. Customer Experience Management 2011
Engagement and Effort Matter! Using Effort Analytics to
Improve the Agent and Customer Experiences
The Keys to profitable growth
– High Customer Engagement
– High Employee Engagement
– Low Customer Effort
© Cicero Inc. 2011

4. Ce – Customer Engagement
• Confidence
• Integrity
• Pride
• Passion
– Feelings are facts; Perception is reality
– Greater predictor of revenue & loyalty than CSAT
– 23% lift in revenue per customer when ‘irreplaceable’
© Cicero Inc. 2011

5. Attitudinal & Emotional Relationship
Strength Measures– Human Sigma
How likely are you to
How likely are you to
Overall, how satisfied continue to choose, This company is a
recommend our
are you with our repurchase or repeat name I can always
company to a friend or
company your business with our trust
associate
company
If a problem arises, I
This company always can always count on I feel proud to be a
This company always
delivers on what they this company to reach customer of this
treats me fairly
promise a fair and satisfactory company
resolution
This company is the I can't imagine the
This company always
perfect company for world without this
treats me with respect
people like me company
© Cicero Inc. 2011

6. Ee – Employee Engagement
• Get
• Give
• Belong
• Grow
– 18% higher productivity
– 27% less absenteeism
– 260% more revenue growth when high Ee
– Only 43% can relay ‘why do business with us’
– High marks on both Ee and Ce…
• 3.4x growth rate
© Cicero Inc. 2011

7. The Means to Measure and Monitor
the Quality of a Local Workplace
– Human Sigma
Know what’s Have the tools to Get to do what I do Recognized in the
expected of me do it right best every day last 7 days
Someone here Someone here My job matters
My opinion seem
actually cares @ encourages my Our Purpose
to count
me development matters
We’re all
I have a best friend Progress discussed Learned and grew
committed to
here every 6 months this year
doing quality work
© Cicero Inc. 2011

8. CES – Customer Effort Score
Objective: callbacks within 14 days.
70% said that 2 or 3 calls registered as "Moderate-to-High" effort
30% gave that rating for those that made only one call.
Subjective: customer survey questions
‘What was your personal level of effort in getting x done with us?’
Companies that can track customer effort, especially at the customer, issue, and
agent level, are much better positioned to solve for customer effort.
CEB and Contact Center Council
© Cicero Inc. 2011

9. 96% ‘high effort’ are more disloyal
Customer Effort Score 9% ‘low effort ‘are more disloyal.
Predictive Power for
High Purchasing
CES
“The Customer Effort
NPS Score outperforms the
Net Promoter Score and
customer satisfaction
measures in predicting
CSAT behavior.” – Harvard Business Review
Low High
Predictive Power for
Increased Spending
© Cicero Inc. 2011

10. How Customer Service
Performance Affects Loyalty
Average Loyalty Score
7.0
5.25
3.5
1.75
0 Below Meets Exceeds
Expectations Expectations Expectations
Source: Harvard Business School
© Cicero Inc. 2011

11. The Cost of Trying to
Exceed Expectations
Customer Reporting Service The Cost of Exceeding
Exceeded Expectations Expectations (Versus Meeting)
Expectations +20% More
Exceeded 11-15% More
6-10% More
Expectations 15-20% More
Not Exceeded
And yet…
20% of Satisfied leave
28% of Dissatisfied stay
Source: Customer Contact Council research.
© Cicero Inc. 2011

12. Effort Matters!
More Loyal
12% Moments of Wow: Teaching Customer
87% 75% Effort: First Contact Resolution
Neutral
219% Effort: +1 Contact to Resolve
342%
45% Rep: Generic Service
40% Effort: Repeating Info
20% Effort: Perceived More Effort
18% Effort: Transfers
More Disloyal
Source: Customer Contact Council research.
© Cicero Inc. 2011

13. Mitigate risk by improving the experience
Satisfaction
Improved Reduced Provided
Experience Customer “Moments
with the Rep Effort of Wow”
• Rep confidence • Number of transfers • Service organization’s
• Rep concern • First contact resolution knowledge about
• Rep listening ability • Perceived additional customer
• Ability of rep to understand effort to resolve
customer
• Rep understood mood
• Service personalization
• Certainty of follow through
Source: Customer Contact Council research.
© Cicero Inc. 2011

14. And drive Loyalty by reducing effort
Loyalty
Improved Reduced Provided
Experience Customer “Moments
with the Rep Effort of Wow”
• Number of transfers
• Service personalization • Repeating information • Teaching the customer
• First contact resolution
• Number of contacts to
resolve
• Perceived additional effort
to resolve
Source: Customer Contact Council research.
© Cicero Inc. 2011

15. Effort levers
Routing
Sign On Integration
of IVR, Web
Stay On and Human
Low Effort
Real time Context
decision across
support channels
Automated
1 Screen
tasks
© Cicero Inc. 2011

16. Nuances of CES; JD Powers and CEB
• Mark Miller – JD Powers
– The hard stuff is hitting the centers
– Easy stuff is going to the web or IVR
– IVRs are still poor (competitive advantage opportunity)
• 33% of experience
• 42% weight on clarity then ease of navigation
• Higher Effort
– Problems and complaints
– High Tech, Travel, leisure and shipping
• Logistics and complex technical issues
– Phone and email
• Multiple contact methods
• Repeating information
• Transfers
• Customers asked to take on more work (forms, faxing, etc…)
• Lower Effort
– Checking status of an account
– Making a purchase
– General inquiry
– Web interactions
© Cicero Inc. 2011
Source ; CEB and CCC

17. Low Effort Organizations…
1. Don’t just resolve the current issue – head off the
next one
2. Prepare employees to address the emotional side of
customer interactions
3. Minimize channel switching by increasing self-
service ‘stickiness’
4. Use feedback to reduce customer effort
5. Empower employees to deliver low-effort
experience
CEB/ CCC
© Cicero Inc. 2011

18. Remember… The customer wants to
like your product!
Thank you!
Jim Hunt
Director of Product Development
© Cicero Inc. 2011