Episode 205 – Effortless CX is Everything

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 Wisdom Wednesday Episode. On Wisdom Wednesday I bring wisdom from the best books, articles, videos etc. and share the highlights with you!

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“Make your product easier to buy than your competition or you will find your customers buying from them, not you.” – Mark Cuban

Book of the Day: The Effortless Experience: Conquering the New Battleground for Customer Loyalty – Rick DeLisi and Matthew Dixon

Reducing Customer Effort 

  • Why Is It Important?
    • The Book of the Day’s research found that customers just want you to make it easy to do business with them, and that actually increases customer loyalty more than attempting to delight them.
    • Ameyo quotes Walker research with a statistic indicating that Customer Experience will overtake price and product as the key brand differentiator by the year 2020.
    • Customers That Stick shared these statistics on their article “9 Customer Experience Statistics to Refocus Your Team
      • 40% of customers called a company’s toll-free number when they could not resolve their issue through social media.
  • Who is Doing this?
    • Every company I talked to at the Incite Group’s Customer Service Summit
  • 5 Steps to Reduce Customer Effort 
    1. Be your own customer
    2. Locate the pain points where customers are putting forth unnecessary effort
    3. White board ideas to alleviate that pain
    4. Create and deploy test plan
    5. Measure results and adjust accordingly
  • What are Some Examples of Pain Points and Possible Solutions?
    • Pain Point: Asking customers for information you already have
      • Solution: Make it standard procedure for reps to look up information for customers
    • Pain Point: Transferring customers
      • Solution: 
        • Empower agents to fully resolve common issues
        • Allow agents to function as concierge to be single point of contact for customers
    • Pain Point: Being given the wrong information
      • Solution:
        • Train agents fully and regularly
        • Ensure agents report missing or incorrect information when they find it
    • Pain Point: Telling customers you can’t help them
      • Solution:
        • Don’t do that. Seriously.
        • Ensure that agents can resolve all reasonable common requests easily and efficiently
        • For unusual requests, allow agents to take great pains to assist customers
        • Make it a very rare occasion and only for unreasonable requests that customers are told you cannot help

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  • Ticket Liquidator:  Concerts, Sports Theater tickets. Buy or sell!
  • GoldMedalWineClub.comWine of the Month Club Award-winning wines delivered to your doorstep every month. They never feature bulk wines, private labels, or closeouts. Each selection is a genuine, small-production wine crafted by a winery with their family’s reputation on the line in each and every bottle.
  • CraftBeerClub.comGood People Drink Good Beer. Get the finest craft beers from America’s best microbreweries delivered to your door! They search out exceptional craft beers from around the country and then deliver the monthly beer club selections direct-to-you or your gift recipient’s door. You can choose an ongoing beer club membership or Craft Beer Club gifts to ship monthly, every-other-month or even quarterly. This is a fantastic gift for the Craft Beer enthusiast in your life. Give 1 to 12 shipments and receive up to 3 bonus gifts and an additional $25 bonus with your order.
  • OneTravel: Search and compare flights from over 450 airlines.

Jobs

Who’s Doing it Well?

About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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