Proactive “next issue avoidance” recommendations based on what most frequently causes customers to come back for service. The Effortless Experience Talkdesk Customer Experience Webinar Series 2. If you don’t measure actual loyal behaviors, you cannot have a good predictor of loyalty. customer preferences shifting away from live service; we are in the era of self-service first. Perhaps. The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. Tweet. The authors expanded on this point by sharing tactics for improving self-service tools. The reality is: Most customers prefer to self-serve. We offer both public classes or we can train a group at your office. Why the sparse description? What they find runs contrary to what many of us believe to be true. ), Positive language: Don’t tell customers what they (your you) can’t do, tell them what they (or you) can do, Anchoring: positioning a given outcome as more positive and desirable by comparing it to another less desirable one, Not making the customer repeat information. 1) The research model is weak. Reducing customer effort is a juicy apple in easy reach. This makes eminent sense, especially if the customer is contemporaneously on the web. I was looking forward to reading it not so much to find out what new things they have found, but rather I was hoping to find out more about the research methodology behind their findings. Summary The book “Are you experienced” by William Sutcliffe deals with young people on a gap year between school and university. Alas, the research methodology description in the book is about as sparse as in the HBR article. I do that. The novel opens in the distant future at the Central London Hatchery and Conditioning Centre. Summary:  The book The Effortless Experience presents a great deal of “findings” to support their argument that companies should reduce customer disloyalty by creating more seamless experiences. I don’t want to be guilty of the same light treatment of critical information the reader needs to make a reasoned judgment. (In fact, they even say that!) Statistical Errors. Much of the research and advice is focused on customer service, although reducing customer effort applies more broadly than that (as at least one chapter addresses). Effort reduction lives or dies in the break room. Those companies that use CES as a loyalty predictor may be mislead. There is nothing seamless about the transition from research description to statistical analysis to findings and prescriptions. As someone who had read the 2010 Harvard Business Review article “Stop Delighting Your Customers,” I was intrigued that the authors now had a book, The Effortless Experience: Conquering the New Battleground for Customer Loyalty. Narrowing your front line’s attention to a small set of high-impact things they should focus on is critical for getting early wins and ultimately gaining broad frontline adoption. Since it’s release, it has quickly become a must have on the bookshelf of any customer experience or customer service practitioner. Take the findings with a grain of salt the size of Texas. To reduce customer effort, leading organizations measure customer effort, identify issues, prioritize customer service investments, create a low-effort environment, and manage self-service and multichannel service. Instead, focused on mitigating disloyalty (and bad word of mouth) by reducing customer effort. Summary: The book The Effortless Experience presents a great deal of “findings” to support their argument that companies should reduce customer disloyalty by creating more seamless experiences. In fact, most use more than one, and the movement to web first is happening faster than companies believe. Have they truly identified a new metric to which we should pay homage as we have done with NPS? Customer satisfaction is a poor predictor of loyalty. Most customers will attempt a resolution of their issue first by the web and then call if necessary. Are they hiding what they know to be a weak research stream? A new breakthrough idea about how to win customer loyalty from Matthew Dixon, the bestselling author of The Challenger Sale. As the chapter begins, the Director of the Centre (the D.H.C.) The message basically is to “pick the low hanging fruit.”  If you’ve had any exposure to quality initiatives, you’re probably familiar with that metaphor. Of what type? But if they can’t get their problem resolved via phone and are forced to send an email after hanging up with the agent, that takes up a whole lot more effort in your customer’s journey. Weak & Flawed Research Model Are they blind to the shortcomings? The authors never present in any depth or clarity the research methodology, the statistical analysis or even the statistics generated — just their interpretation of many questionable statistics. Even the authors agree that they lack proficiency in writing valid survey questions! Delivering an Effortless Experience to Your Clients - Duration: 53:34. In a quality improvement initiative, the same logic holds. The Effortless Experience Summary. Effort reduction is an experientially learned skill with no clear-cut rules or scripts. “Companies told us that they try to delight customers because they believe there are significant economic gains to be made by exceeding the service expectations of their customers,” says Nick Toman, Group Vice President, Gartner and co-author with Matthew Dixon and Rick Delisi, Principle Executive Advisor, Gartner of The Effortless Experience, Conquering the New Battleground for … Reviewing “The Effortless Experience” By. And I will apologize for the depth of treatment — sort of. CNN Survey Data Analytics: Explaining the Covid-19 Comfort Gap by Political Party, CNN Proves Conformity Bias — or Sample Bias, Proper Use of Section Headers in a Survey, Binary Choice Questions: Compelling Findings About the Coronavirus. Here are tools and templates you can start applying right away to improve service, reduce costs, and ultimately generate the elusive loyalty that the 'dazzle factor' fails to deliver. Highlights. LegalFuel 832 views. If you read the book and loved it, seriously ask yourself if you know what they did to support their prescriptions. The Effortless Experience provides solid research supporting the pursuit of reducing customer effort as a way to drive loyalty. What are the flaws? Measure three things (a) Overall loyalty using a metric like NPS; (b) effort in service transactions using a metric like CES; (c) the customer’s service journey – how many touch points? Questionnaire Design & Survey Administration Issues Viele übersetzte Beispielsätze mit "effortless experience" – Deutsch-Englisch Wörterbuch und Suchmaschine für Millionen von Deutsch-Übersetzungen. Is it because they don’t think readers care or can understand the analysis? Averages hide important discrepancies in data. Keep reading.) Customers care far more about having their problem go away than about how they get to that outcome. An average score is far less important than the distribution. A customer won’t be satisfied, let alone loyal, if a company creates high customer effort. The Effortless Experience: Cliff’s Notes Published on April 2, 2015 April 2, 2015 • 12 Likes • 5 Comments. Summary and Analysis Chapter 1 Summary. We’ve all been there. 3) Their understanding of statistical analysis is dubious. The industry response to that HBR article made me question our success. Deploy incentive systems that value the quality of the customer experience over merely speed & efficiency. • Most think: The big challenge is getting customers to try self-service. The research methodology description in the Harvard Business Review (HBR) article was so sparse that I simply could not accept their findings though others, including companies paying good money to the Corporate Executive Board (CEB), accepted the findings with little critical thought to their validity. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, in­sights and profiles. Control quotient is “unlocked” by three environmental variables: trust in rep judgment, alignment with company goals, a strong peer support network. A low price, a clean room, and some baseline of decently acceptable customer service, but nothing like what you'd get at a Ritz-Carlton. 3. One of my prime criticisms of The Effortless Experience is the paucity of information about their research initiatives. The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. 2,005 views. I’ve often heard concepts from The Effortless Experience quoted in presentations, webinars, and blogs. The customer might say they are “extremely satisfied” with your service, but it won’t make them more loyal in the long run. In fact, while on the phone, the customer may well be on the website as well. This is part of “next issue avoidance,” which is an area near and dear to my heart as a long-time researcher on the impact of product design upon customer experience. Hands-on instruction on all aspects of a survey program. via a guided experience, Ensuring the information is clear (in customer, not company language; worded from the customer’s point of view; chunked; in active voice). Classroom training is ineffective other than for (a) onboarding (b) kicking off major new initiatives. The Effortless Experience, Dallas, Texas. Companies like Amazon and Zappos (which is owned by Amazon) have made a … True, and this shows even more the flawed data model in customer management systems that don’t recognize multiple contact points under one incident number. In the first chapter, the book laid out the authors findings of customers wanting a hassle-free, effortless experience. Do your non-customer-facing work as efficiently as possible so you can have more time to talk to customers who need your help. As someone with a foot in the academic world, we allegedly develop “critical thinking skills” in our students. EFFORTLESS EXPERIENCE Chapter Three: “The Worst Question a Service Rep Can Ask.” Shashank Kapoor 2. And that's perfectly fine. Our self-help survey book walks you through a survey project, teaching you the critical elements of a well done survey in an easy-to-understand delivery. But more issues exist. I can certainly see using CES on a transactional survey to identify an at-risk customer, but their claims for CES as a predictor of customer loyalty are simply unfounded. Report this post; Jason Wesbecher Follow Private Equity CRO. After seeing a market for people needing events that were outside of the norm, two creative souls came together to form The Effortless Experience. This institution plays an essential role in the artificial reproduction and social conditioning of the world's population. Over the course of 2015, I have read more than a handful of books on Customer Experience and how to make improvements for yourself and your organization through the overall experience of your brand. Go for the easy wins with a good payback and little risk. For those who don’t wish to read further and apply the CES “just because,” Caveat Emptor. The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. I’ve often heard concepts from The Effortless Experience quoted in presentations, webinars, and blogs. Recently, I came across a white paper from the Incite Group that focused on their key findings from a survey about industry priorities for 2019. For the inquisitive, let’s look behind the curtain. Instead, focus on live coaching (integrated, proximate from managers or peers) and moderated online team discussion forums. See our current schedule or contract us about private classes. But certainly a book would afford space for a proper description of the research they did and present some details about the statistics that were behind their intriguing findings. They devote less than a page to describing “Our Methodology In Brief,” which is mostly geared to making us feel impressed that they got 97,000 responses. Here are tools and templates you can start applying right away to improve service, reduce costs, and ultimately generate the elusive loyalty that the 'dazzle factor' fails to deliver. Supportability & Survey Training Instructor, Survey Design Training Classes — US Government, https://greatbrook.com/wp-content/uploads/2015/07/great-brook-survey-workshops-logo.png, Copyright © 2020 - Great Brook | Website by, Mixed-Mode Surveys: Impact on NPS and Survey Results, Effortless Experience: Weak & Flawed Research Model, 2. An effortless customer service experience is the key to customer loyalty. David, the skeptical British narrator of this novel, who just wants to sleep with Liz, his best friend`s girlfriend travels with Liz to spending three harrowing and thrilling months backpacking in India the summer before starting university. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, insights and profiles. The Effortless Experience (Book Summary) Published on January 22, 2017 January 22, 2017 • 37 Likes • 1 Comments. The research model is weak. Why do I say CES is not a proven loyalty predictor? Logically, you’d pick the best looking apples that were within arm’s reach – the low hanging fruit. Effortless experience 1. Customer effort is an excellent indicator of customer intent to repurchase and increase spending. (Whether it’s a predictor of loyalty… Well, that’s a different story. Effortless proposes that companies are mistaken to segment customers into chat, web, or phone customers. So I decided to buy a book about customer experience. Second, their research indicates that customers do more “channel switching” than most companies believe. Customer Effort Score: “The company made it easy for me to handle my issue,” after which the customer is asked to answer (on a common 1–7 scale used in most customer service surveys) whether they agree or disagree with the statement. 300 likes. Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. 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