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www.tsia.com
Is Customer Effort Score the new Net
Promoter Score?
John Ragsdale
VP Research, Technology and Social
TSIA
www.tsia.com
Agenda
1 Customer Effort Score – what it is and who
measures it
2 What drives Customer Effort and why it is
i...
www.tsia.com
Measuring Customer Effort
• “How much effort did you personally have to put forth to handle your
request?”
– ...
www.tsia.com
Friction Points Driving Up Customer Effort
Assisted Support
• Finding contact information
• Phone tree naviga...
www.tsia.com
Are you currently measuring customer effort scores (CES)?
A. Yes
B. No
C. Plan to implement in 2016
5
Polling...
www.tsia.com
Customer Effort Score (CES)
29%
71%
Are you currently tracking
CES?
Yes No
6Source: TSIA 2016 Support Service...
www.tsia.com
From Customer Effort to Customer Satisfaction
82%
55%
26%
20% 17% 16%
8% 7% 5% 4% 1%
0%
10%
20%
30%
40%
50%
6...
www.tsia.com
Is Customer Effort Score the new Net
Promoter Score?
Alex Poulos
Vice President of Marketing
Support.com
© 2016 SUPPORT.COM, INC.
• Customer Effort can include a number of different types of effort …
Breaking Down Customer Effo...
© 2016 SUPPORT.COM, INC.
1. Inconsistent or unclear information
2. Having to repeat information
3. Wait time (being on hol...
© 2016 SUPPORT.COM, INC.
A Success Story – Why Customer Effort
Matters
SUPPORT.COM
Company
A leading broadband &
mass medi...
www.tsia.com
Customer Effort Score: Case Study
Issue Resolved? Level of Effort CSAT Recommend
?
Yes 84%
Low 93% 87%
Neutra...
www.tsia.com
How to Analyze Customer Effort
13
Source: The State of Support Services 2016, TSIA
© 2016 SUPPORT.COM, INC.
Use
Product
Your Typical Customer Journey
SUPPORT.COM
Call
Agent Wait
Repeat Self
Help Steps
Tria...
© 2016 SUPPORT.COM, INC.
Your Customer Journey Optimized
SUPPORT.COM
Embedded Support
In the Product
Embedded Support
In t...
© 2016 SUPPORT.COM, INC.
Embed Support in the Product Experience
SUPPORT.COM
© 2016 SUPPORT.COM, INC. 16
© 2016 SUPPORT.COM, INC.
Embed Support in the Product Experience
SUPPORT.COM
© 2016 SUPPORT.COM, INC. 17
© 2016 SUPPORT.COM, INC.
Leverage Context for an Omni-Channel
Experience
SUPPORT.COM
18
© 2016 SUPPORT.COM, INC.
1. Start with the customer journey
– A lot of vendors have their own pre-conceived version of you...
© 2016 SUPPORT.COM, INC.
CES NPS
Leading indicator of customer loyalty Trailing indicator of customer loyalty
Leading indi...
www.tsia.com
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Is Customer Effort Score the new NPS?

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A webinar presentation with John Ragsdale, VP Research at TSIA and Alex Poulos, VP Marketing & Customer Success at Support.com

Veröffentlicht in: Business

Is Customer Effort Score the new NPS?

  1. 1. www.tsia.com Is Customer Effort Score the new Net Promoter Score? John Ragsdale VP Research, Technology and Social TSIA
  2. 2. www.tsia.com Agenda 1 Customer Effort Score – what it is and who measures it 2 What drives Customer Effort and why it is important Iron Triangle 3 Linking Customer Effort to Customer Satisfaction & Advocacy 4 How to analyze and reduce Customer Effort 2
  3. 3. www.tsia.com Measuring Customer Effort • “How much effort did you personally have to put forth to handle your request?” – 1 to 5 scale, 1 = Very Low Effort, 5 = Very High Effort • Customer Effort Scores (CES) is proving to be a more effective determinant of customer loyalty than satisfaction scores (CSAT) • Ultimately, companies need to measure the effort involved in the end-to-end customer journey – But most start by measuring effort for assisted and unassisted support 3 Marketing Sales Implement Support Renewal The End-to-End Customer Journey
  4. 4. www.tsia.com Friction Points Driving Up Customer Effort Assisted Support • Finding contact information • Phone tree navigation • Hold time • Entitlement process • Technical knowledge of agent • Complexity of recovery procedures • Talk time/Resolution time Unassisted Support • Finding self-service options • Single signon? • Unified search? • Screen design/layout • Tools/routes to find content • Content filtered for my account • Content formats (text vs. video) 4 You can’t identify friction points—or get well plans—in a vacuum. Customer surveys/focus groups are required.
  5. 5. www.tsia.com Are you currently measuring customer effort scores (CES)? A. Yes B. No C. Plan to implement in 2016 5 Polling Question
  6. 6. www.tsia.com Customer Effort Score (CES) 29% 71% Are you currently tracking CES? Yes No 6Source: TSIA 2016 Support Services Benchmark Survey Scale: 1 = Very Low Effort, 5 = Very High Effort 3.4 4.4 1 1.5 2 2.5 3 3.5 4 4.5 5 Industry Pacesetters Average Customer Effort Score
  7. 7. www.tsia.com From Customer Effort to Customer Satisfaction 82% 55% 26% 20% 17% 16% 8% 7% 5% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% When you need support for a product, which of the following channels do you prefer? 4.4 4.3 4.3 4.2 3.5 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Customer Satisfaction by Channel 7 Source: The State of Support Services 2016, TSIA
  8. 8. www.tsia.com Is Customer Effort Score the new Net Promoter Score? Alex Poulos Vice President of Marketing Support.com
  9. 9. © 2016 SUPPORT.COM, INC. • Customer Effort can include a number of different types of effort … Breaking Down Customer Effort SUPPORT.COM Cognitive effort • Examples: – Waiting to get through to an agent – time, emotional – Having to repeat information – time, emotional – Reviewing T&Cs – cognitive, time – Having to return a product to a store – time, physical – Trying to set up a Smart Home hub – cognitive, time, emotional Time effort Physical effort Emotional effort 9
  10. 10. © 2016 SUPPORT.COM, INC. 1. Inconsistent or unclear information 2. Having to repeat information 3. Wait time (being on hold) What Drives Effort in Customer Support 4. Not solving the issue the first time 5. Navigating support structure 6. Switching channels What frustrates Connected Consumers the most about their support experience (Source: Support.com, Oct 2015) SUPPORT.COM 10
  11. 11. © 2016 SUPPORT.COM, INC. A Success Story – Why Customer Effort Matters SUPPORT.COM Company A leading broadband & mass media broadcasting company Solution • Identified onboarding challenge and focused on customer effort • Created separate support team for new (installation in last 30 days) customers • Started to automatically route calls from new customers to separate support team (IVR updated based on customer product & installation date) Benefits • Reduced contact rates for new customers from ~25% to ~20% • Reduced number of tickets logged in first 5 days from 1.8 per account to 0.54 per account • Improved Voice Of Customer score by 3 percentage points Challenge Improve onboarding experience for new customers 11
  12. 12. www.tsia.com Customer Effort Score: Case Study Issue Resolved? Level of Effort CSAT Recommend ? Yes 84% Low 93% 87% Neutral 82% 71% High 61% 51% No 16% Low 47% 41% Neutral 41% 34% High 25% 22% 12 Source: Global Tech Company, 170k+ responses
  13. 13. www.tsia.com How to Analyze Customer Effort 13 Source: The State of Support Services 2016, TSIA
  14. 14. © 2016 SUPPORT.COM, INC. Use Product Your Typical Customer Journey SUPPORT.COM Call Agent Wait Repeat Self Help Steps Trial & Error with Agent Encounter Issue Google Search Try Self-Help Switch to Assisted Help Give Up Customer Effort 14
  15. 15. © 2016 SUPPORT.COM, INC. Your Customer Journey Optimized SUPPORT.COM Embedded Support In the Product Embedded Support In the Product Intuitive, Contextual Self-Support Intuitive, Contextual Self-Support Seamless Transition Across Channels Seamless Transition Across Channels Optimized Guidance Based On Data Analytics Optimized Guidance Based On Data Analytics Use Product Escalate to Agent Use Effective New Steps Encounter Issue Get Relevant Self Help Use Product Call Agent Wait Repeat Self Help Steps Trial & Error with Agent Encounter Issue Google Search Try Self-Help Switch to Assisted Help Give Up 15
  16. 16. © 2016 SUPPORT.COM, INC. Embed Support in the Product Experience SUPPORT.COM © 2016 SUPPORT.COM, INC. 16
  17. 17. © 2016 SUPPORT.COM, INC. Embed Support in the Product Experience SUPPORT.COM © 2016 SUPPORT.COM, INC. 17
  18. 18. © 2016 SUPPORT.COM, INC. Leverage Context for an Omni-Channel Experience SUPPORT.COM 18
  19. 19. © 2016 SUPPORT.COM, INC. 1. Start with the customer journey – A lot of vendors have their own pre-conceived version of your customers’ journey, but is it true? 2. Focus on friction points for the more complex interactions – Transition points across systems or processes are good candidates 3. Develop & optimize specific use cases – E.g. embedded support, contextual guidance, singular omni-channel experience, continuous optimization 4. Measure what matters to you – It’s not CES vs. CSAT vs. NPS – Some companies phrase the CES qualifying question differently: How easy is it to do business with the company? – Some others are trying to link Customer Effort to Net Promoter Score: Based on the effort required to do business with us, how likely are you to recommend our company? How to Reduce Customer Effort SUPPORT.COM 19
  20. 20. © 2016 SUPPORT.COM, INC. CES NPS Leading indicator of customer loyalty Trailing indicator of customer loyalty Leading indicator of company growth Provides actionable data for the customer experience Provides insights from the customer experience Helps predict behavior Helps validate behavior Focuses on service interactions with the brand Able to assess the overall relationship with the brand Can be subjective (value, perception) Can be subjective (reputation, perception) Low effort leads to brand loyalty Brand loyalty leads to advocacy CES NPS CES vs. NPS SUPPORT.COM 20
  21. 21. www.tsia.com

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