Challenger’s Effortless ExperienceTM team has worked with numerous service organizations to make the business case for measuring customer effort —a critical first step on the path to becoming a low-effort organization. And while we know that “what gets measured gets managed”, it’s important to also consider how you’ll equip your frontline staff with the right skills to impact the customer effort you’re measuring.
Reducing customer effort in service interactions helps you build customer loyalty in your service organization. Customer effort is a more powerful predictor of customer loyalty than customer satisfaction scores or Net Promoter Scores (NPS).
Measuring effort means you can reduce effort. Reducing customer effort means increasing customer loyalty and mitigating customer dissatisfaction – all of which can reduce the cost of resolving customer complaints.
The better you can measure a customer’s level of effort, the better prepared you are to ensure that their interactions with you are positive experiences that drive customer loyalty and mitigate dissatisfaction.
Measuring customer effort provides service organizations with the data and metrics to more confidently take action to improve the customer service experience and positively impact the bottom line.
Measuring customer effort can align service goals to other functions in your organization, helping to break down silos and increase collaboration.
Customer interpretation of their service experience has the greatest impact on effort. Customer interpretation refers to how the representative resolves a request and makes the customer feel about the interaction in the process. This means that frontline reps have a huge role to play in reducing customer effort in the service experience.