- Service: Customer Experience
Revealing opportunities for your business - Customer Effort Scoring can help you quantify your current customer experience efforts and develop actionable initiatives to improve overall customer experience
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“what is it like for customers to interact with your business?”, many customer service leaders reply with anecdotes, outdated web survey results or siloed call center logs – stitching together an answer until they admit they aren’t sure.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:
- Simply and quantifiably measure the customer experience
- Evaluate the multi-channel customer experience without spending 6-12 months doing so
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:
- 56% of consumers report having to re-explain an issue
- 57% report having to switch from the web to the phone in order to resolve an issue
- 59% report being transferred
- 59% report expending moderate-to high effort to resolve an issue
- 62% report having to repeatedly contact the company to resolve an issue
Service failures not only drive existing customers away—they also can deter prospective customers.
- 25% of customers are likely to say something positive about their customer service experience
- 65% are likely to speak negatively if their experience does not meet their standards
- 23% of customers who had a positive service interaction told 10 or more people about it
- 48% of customers who had negative experiences told 10 or more others
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.
- Of the customers who reported expending a low amount of effort, 94% expressed an intention to repurchase, and 88% said they would increase their spending. Only 1% said they would speak negatively about the company.
- On the other hand, 81% of the customers who had a hard time solving their problems reported an intention to spread negative word of mouth.
Customer Effort Scoring - Revealing Opportunities for ImprovementWest 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.