Key Pillars for Delivering Effortless Customer Service

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Check out these slides from our recent webinar with Rufino Chiong, MD from CEB, who shared some of the findings from CEB's research into the key pillars for delivering effortless customer service, as well as explaining how a company’s ability to deliver on basic promises and solve day-to-day problems drives customer loyalty. To access the recording from the webinar, please go to: https://www.salesforce.com/uk/events/details/webinar-service-23-07-2014/?d=70130000000hbQa

Text of Key Pillars for Delivering Effortless Customer Service

  • Transform your Customer Service

    The Key Pillars for Delivering Effortless

    Customer Service in your organisation

    Rufino Chiong

    Managing Director, CEB

  • The Effortless Experience Conquering the New Battleground

    for Customer Loyalty

    Rufino Chiong

    Managing Director, CEB

  • 2014 The Corporate Executive Board Company. All Rights Reserved.

    effortless-experience.com

    HAVE YOU SEEN THIS GIRAFFE?

  • THE MOMENT OF WOW

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • THREE QUESTIONS THAT GUIDED

    OUR RESEARCH

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • THREE QUESTIONS THAT GUIDED

    OUR RESEARCH

    What impact DO

    customer service

    interactions have

    on a customers

    future loyalty?

    1

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • THREE QUESTIONS THAT GUIDED

    OUR RESEARCH

    What impact DO

    customer service

    interactions have

    on a customers

    future loyalty?

    1 2

    What are the things

    customer service

    can do to

    DRIVE loyalty?

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • THREE QUESTIONS THAT GUIDED

    OUR RESEARCH

    What impact DO

    customer service

    interactions have

    on a customers

    future loyalty?

    1

    What are the things

    customer service

    can do to

    DRIVE loyalty?

    2

    How can service

    improve loyalty

    while still

    REDUCING

    operating costs?

    3

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • WHAT IS LOYALTY?

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • WHAT IS LOYALTY?

    Repurchase

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • WHAT IS LOYALTY?

    Repurchase

    Share of Wallet

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • WHAT IS LOYALTY?

    Repurchase

    Share of Wallet

    Word of Mouth

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • WHAT IS LOYALTY?

    Repurchase

    Share of Wallet

    Word of Mouth

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • OUR STUDY IN BRIEF

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • OUR STUDY IN BRIEF

    125,000+ customers

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • OUR STUDY IN BRIEF

    125,000+ customers

    5,000+ customer service reps

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • OUR STUDY IN BRIEF

    125,000+ customers

    5,000+ customer service reps

    100+ companies

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • OUR STUDY IN BRIEF

    125,000+ customers

    5,000+ customer service reps

    100+ companies

    3 major findings

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 1: DELIGHT DOESNT PAY

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 1: DELIGHT DOESNT PAY

    Less

    Loyal

    More Loyal

    Below Customer

    Expectations

    Meets Customer

    Expectations

    Exceeds Customer

    Expectations

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 1: DELIGHT DOESNT PAY

    Less

    Loyal

    More Loyal

    Below Customer

    Expectations

    Meets Customer

    Expectations

    Exceeds Customer

    Expectations

    The Perception

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 1: DELIGHT DOESNT PAY

    Less

    Loyal

    More Loyal

    Below Customer

    Expectations

    Meets Customer

    Expectations

    Exceeds Customer

    Expectations

    The Perception

    The Reality

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 1: DELIGHT DOESNT PAY

    Less

    Loyal

    More Loyal

    Below Customer

    Expectations

    Meets Customer

    Expectations

    Exceeds Customer

    Expectations

    The Perception

    The Reality

    Delight only happens 16% of the time

    effortless-experience.com

    2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 1: DELIGHT DOESNT PAY

    Less

    Loyal

    More Loyal

    Below Customer

    Expectations

    Meets Customer

    Expectations

    Exceeds Customer

    Expectations

    The Perception

    The Reality

    Delight only happens 16% of the time

    Delight increases operating costs 10-20%

    effortless-experience.com

    2014 The Corporate Executive Board Company. All Rights Reserved.

  • PROMISES, PROMISES

    Source: Gneezy, A. and Epley N. (2014). Worth Keeping but Not Exceeding: Asymmetric Consequences of

    Breaking Versus Exceeding Promises. Social Psychological and Personality Science. May 8. 1-9.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • PROMISES, PROMISES

    When [companies, friends, or coworkers] expend extra effort in order to exceed promises, their effort appears likely to be overlooked. Gneezy & Epley

    Source: Gneezy, A. and Epley N. (2014). Worth Keeping but Not Exceeding: Asymmetric Consequences of

    Breaking Versus Exceeding Promises. Social Psychological and Personality Science. May 8. 1-9.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 2: SERVICE DRIVES DISLOYALTY

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    1. 00x

    3.97x

    More Loyal

    More Disloyal

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    Drivers of Disloyalty

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    More Loyal

    More Disloyal

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    More Loyal

    More Disloyal

    Drivers of Disloyalty

    Repeat contacts

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    More Loyal

    More Disloyal

    Drivers of Disloyalty

    Repeat contacts

    Channel switching

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    More Loyal

    More Disloyal

    Drivers of Disloyalty

    Repeat contacts

    Channel switching

    Transfers

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    More Loyal

    More Disloyal

    Drivers of Disloyalty

    Repeat contacts

    Channel switching

    Transfers

    Repeating information

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    More Loyal

    More Disloyal

    Drivers of Disloyalty

    Repeat contacts

    Channel switching

    Transfers

    Repeating information

    Robotic service

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All Rights Reserved.

  • 1. 00x

    3.97x

    More Loyal

    More Disloyal

    Drivers of Disloyalty

    Repeat contacts

    Channel switching

    Transfers

    Repeating information

    Robotic service

    Policies and processes customers have to endure

    FINDING 2: SERVICE DRIVES DISLOYALTY

    Customer Service Impact on Loyalty

    Source: CEB analysis.

    effortless-experience.com 2014 The Corporate Executive Board Company. All R