happiness is overrated

Meh

Why we should stop designing services to delight ourusers, and start focusing on what makes them miserable.

Happiness is overrated

Dave Burke, VP User Experience, APCO Worldwide

Washington Post

Washington Post

Washington Post

Former subscriber survey

#1 #2

Service plays more of a role in disloyalty

Product Brand Service

Why customers stay Why customers leave

• 3-year study

• Over 75,000 customers surveyed

• Several hundred service managers interviewed

• Covered services including phone, IVR, web, chat, and email

• Controlled for service rep tenure and other variables

• Cross-industry

• Worldwide

CEB Study

Conventional Wisdom

Customer relations heads said their primary strategy is to exceed customer expectations

100/89

Service plays more of a role in disloyalty

Product Brand Service

Why customers stay Why customers leave

Service plays more of a role in disloyalty

What makes customers unsatisfied

Effort.The work the customer must do to get their problem solved.

Effort makers: Repetition and Channel Switching

#1 #2

Repetition and Channel Switching

[[ Five minutes of Q&A to authenticate me ]]

Common metrics miss on customer effort

Company Metric

• FCR: First contact resolution

• Call center resolution

• Website conversion

• Call times

• Time on site

• CSAT: Customer Satisfaction Score

Consumer Metric

• Overall effort in the relationship

The problem with FCR

22% of repeat contacts come from downstream issues related to the original contact, even if the original contact “resolved” the problem.

The problem with FCR

The most successful companies don’t just solve the current issue. They also head off the next one.

Ferreting out repetition: Fidelity Investments

25% of self-service transactions are prompted

Call to change address Order new checks

Get renters insurance

Calls per household 5%

Ferreting out repetition: Bell Canada

Calls per event 16% Customer churn 6%

Ameriprise Financial: “No” Audit

Eliminated 26 outdated policies

$1.2 million in efficiency savings

For better metrics, zoom out.

Survey methods to project loyalty

CES

“How much effort did you personally have to put forth to handle your request.”

Scale of 1 (very low effort) to 5 (very high effort)

Customer Effort Score:

Areas to explore further

• The emotional side of digital interactions

• The impact of convergence

To sum it up

Focus service on unsatisfied customers

Increase their satisfaction by reducing effort

Kill repetition & channel switching

Zoom out your metrics

Read more

http://bit.ly/ias12HIO

That’s it.

Questions?

27

Dave Burke@daveburkedaveburke.com Get the slides:

www.slideshare.net/daveburke