1. Meh
Happiness is overrated
Why we should stop designing services to delight our
users, and start focusing on what makes them miserable.
Dave Burke, VP User Experience, APCO Worldwide

2. Washington Post

3. Washington Post

4. Washington Post

5. Former subscriber survey
1
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2
#

6. Service plays more of a role in disloyalty
Why customers stay Why customers leave
Product Brand Service

7. CEB Study
• 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

8. Conventional Wisdom
89
/100 Customer relations
heads said their primary
strategy is to exceed
customer expectations

10. Service plays more of a role in disloyalty
Why customers stay Why customers leave
Product Brand Service

11. Service plays more of a role in disloyalty

12. What makes customers unsatisfied
Effort.
The work the customer must do
to get their problem solved.

13. Effort makers: Repetition and Channel Switching
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1 2
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14. Repetition and Channel Switching
[[ Five minutes of Q&A to authenticate me ]]

15. Common metrics miss on customer effort
Company Metric Consumer Metric
• FCR: First contact resolution • Overall effort in the relationship
• Call center resolution
• Website conversion
• Call times
• Time on site
• CSAT: Customer Satisfaction Score

16. 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.

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

18. Ferreting out repetition: Fidelity Investments
Call to change Get renters
Order new checks
address insurance
25% of self-service transactions are prompted
Calls per household 5%

19. Ferreting out repetition: Bell Canada
Calls per event 16% Customer churn 6%

20. Ameriprise Financial: “No” Audit
Eliminated 26 outdated policies
$1.2 million in efficiency savings

21. For better metrics, zoom out.

22. Survey methods to project loyalty

23. CES
Customer Effort Score:
“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)

24. Areas to explore further
• The emotional side of digital interactions
• The impact of convergence

25. To sum it up
Focus service on unsatisfied customers
Increase their satisfaction by reducing effort
Kill repetition & channel switching
Zoom out your
metrics

26. Read more
http://bit.ly/ias12HIO

27. That’s it.
Questions?
Dave Burke
@daveburke
Get the slides:
daveburke.com
www.slideshare.net/daveburke
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