How can you measure customer experience if you aren’t measuring customer effort?

By April 26, 2018Blogs

“How can you measure customer experience if you aren’t measuring customer effort?”

Listen up, customer experience is important. Really important.

A study published by Forrester Research reported that company experience leaders grow revenue 14 percent faster than companies who are customer experience laggards. A study by Walker projects by the year 2020 customer experience will reign above price and product as a key decision factor when purchasing a product.

So I will say it again, customer experience is important. But how can you really measure customer experience if you aren’t measuring customer effort?

Customer effort relates to tasks and actions performed by a company’s employees that directly affect the customer. Take a contact center for instance; an employee is 20 minutes late to their shift and the contact center is experiencing an abnormal serge in call volume, now consumers have a longer wait time because the center is short staffed. This effort can have a direct impact on your customer experience. If you aren’t measuring customer effort, how can you accurately measure and gauge your customer experience.

What is the answer? Business intelligence and analytics.

By using analytics to measure customer effort, companies can define granular growth opportunities for their customer effort to overall increase their customer experience. Gartner predicts that more than 50 percent of organizations will redirect their investments to customer experience innovations. By 2020, more than 40 percent of implemented projects for data analytics will revolve around customer experience.

What is the answer? Business intelligence and analytics; the ultimate customer experience innovations.

By using business intelligence and analytics to measure customer effort, companies can define granular growth opportunities for their customer effort to overall increase their customer experience. Gartner predicts that more than 50 percent of organizations will redirect their investments to customer experience innovations. By 2020, more than 40 percent of implemented projects for data analytics will revolve around customer experience.

“Customers remember the service a lot longer than they remember the price.” – Lauren Freedman

How do companies start constructing customer effort goals and interrupting customer effort analytics?

Case Study

Let’s revisit the call center example; here is a use case for that call center.

A Fortune 500 media streaming company, with 81 million customers and growing, came to ethosIQ with several disparate data sources that they needed un-siloed for reporting needs to gage their customer effort, and in turn, enhance their customer experience.

  • Home-grown voice/email distribution system
  • 18 sources/servers
  • A hosted WFM
  • 6 outsourced vendors
  • 4,000 call center agents

ethosIQ accepted the challenge and implemented a cloud-based environment, a single collector, correlation of agent interaction from all sources into a single agent ID, single real-time state of agent, single historical feed and single enterprise view. Overall, the solution has reduced cost, improved support and service and increased efficiency.

https://www.superoffice.com/blog/customer-experience-statistics/
https://econsultancy.com/blog/68069-customer-experience-drives-revenue-growth-but-marketers-lack-cx-skills/
https://www.cp2experience.com/customer-experience-stats-2018/5053/