What’s it like for customers to interact with your business?
Often, simple questions can be the most revealing. When asked “what is it like for customers to interact with your business?”, many customer service leaders reply with anecdotes, outdated web survey results or siloed call center logs – stitching together an answer until they admit they aren’t sure.
In an increasingly consumer-driven marketplace, and with much hype given to “the customer being king”, it is stunning how few companies not only lack current state perspective, but also a prioritized plan on how to improve their customers’ experience. From West Monroe Partners’ experience, we believe this stems from companies being unsure of how to:
To solve this challenge, we adapted a scoring model that quantifies the customer experience based on one measure - effort - and designed a program that allows companies to obtain actionable insight. This is a study we call Customer Effort Scoring.
Why Customer Effort Scoring? Easy Matters.
Most customers encounter issues that ultimately affect their loyalty when they engage with a business’ customer service.
Consider the following percentages related to customer experience issues:
Service failures not only drive existing customers away—they also can deter prospective customers.
What exactly does “Make it Easy” mean? Simply said: remove obstacles.
The Proof is in the Numbers….
The data is clear. The predictive power of Customer Effort Score is strong for both repurchase intent and increased spend.
Customer Effort Scoring - Revealing Opportunities for Improvement
West Monroe’s Customer Experience team along with our industry groups have collaborated on an offering
that quantifies and benchmarks your ability to exceed consumer expectations.
The exercise scores the degree of consumer effort required to complete up to 30 tasks across 9 dimensions – where less effort is preferred.
Based on foundational research from the Customer Contact Council, effort scoring proved to be the leading
indicator of loyalty – both predictive power for repurchase and increased spend – better than Net Promoter
Scoring and Customer Satisfaction.