This past Tuesday marked the first meeting of the new round of the Support Driven Book Club. In this iteration, we’re reading The Effortless Experience. Each week, we read 2 Chapters and meet to discuss them.
The Effortless Experience starts with 4 basic findings:
- A customer service strategy of Delight customers doesn’t increase customer loyalty.
- Customer satisfaction is not a predictor of loyalty.
- Customer service interactions tend to drive disloyalty, not loyalty.
- The key to mitigating disloyalty is reducing customer effort.
In the first chapter, the book laid out the authors findings of customers wanting a hassle-free, effortless experience.
The second chapter shared their findings that customers don’t want to call for customer service. In reality, most customers prefer to self-serve. The authors expanded on this point by sharing tactics for improving self-service tools.
With intros out of the way, book club had a lively discussion about the first two chapters. Some highlights:
How does creating an effortless experience apply to the employees? Is there more effort on their end now? How do you displace that?
The Effortless Experience covers tactics to make changes and improvements to your organization so experiences are effortless. From a managerial perspective, Stacy shared the lens that she looks through when thinking about making changes: how does this apply to our agents? For example, will the changes create too much work for them, or reduce their effectiveness as an employee? For implementing new changes, there needs to be a way for the employee to filter feedback to the top.
What surveys do you currently use with your customers?
When it came to surveys, we all had used CSAT and NPS. As The Effortless Experience suggested, none of us have seen a relation between NPS and loyalty. I was able to share how the organization I work at uses a “How would you feel if you could no longer use this product?” as a relational survey (In place of NPS). An article from First Round inspired us to use this survey.
What are some ways to measure how useful customers are finding self-service?
Amanda shared how she’s trying to measure her organization’s self-help effectiveness. In post-support interaction survey, her company asks if the customer tried self-service. If the person did, there’s a field to share what was missing from the self-help.
Other topics we discussed
* What was your initial reaction to the thesis of reducing customer effort to increase loyalty?
* What ways does your company currently try to ‘delight’ customers?
* What is your own experience in how to increase customer loyalty? How do/would you measure this?
* When is a time you’ve recently used self-service, rather than directly going to support? i.e., checking into a flight on your phone.
* When the book talked about phone support in chapter 2, putting that in the lens of live chat support.
* Delight has its place, but delighting customers shouldn’t be the goal of the customer experience.
Did you miss the first meeting, but want to join future meetings? Future book club dates are (all 2:00 PM Eastern):
- September 17: Chapters 3-4
- September 24: Chapters 5-6
- October 1: Chapters 7-8
Check out #x-books in the Support Driven Slack for the details! Or ask me, @briankerr in the SD Slack, any questions you might have.