you can pinpoint areas where your customers are experiencing the most effort or frustration. Armed with this knowledge, you can take targeted actions to streamline these areas and make them more user-friendly.
High-effort experiences can lead to customer dissatisfaction and churn. On the other hand, low-effort experiences have been proven to drive customer loyalty. When customers find it easy to interact with a business, they’re more likely to remain loyal, make repeat purchases, and even become advocates for the brand. Our research shows that 88% of customers say good service makes them more likely to purchase again.
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How do you measure customer effort?
Most organizations measure their customer effort score with bamerica phone number list follow-up surveys after a service interaction. These surveys might include questions like, “How easy did we make it to resolve your issue?” Response options are on a multi-point scale (strongly agree, agree, neither, disagree, strongly disagree). To calculate your customer effort score, find the percentage of those who selected the “agree” options.
Of course, there are other factors that contribute to customer effort beyond a survey. Average handle time (AHT), the amount of repeat calls, and the number of transfers can add to the hurdles that customers have to jump over to get their issue resolved. One way to gain insight into these areas is to review contact center analytics to spot gaps and opportunities for improvement.
Using a heat map to see where users navigate on your website is another good way to understand effort. Do patterns indicate that they easily find what they need on your help center or self-service portal? Review search terms to signal any gaps as well.
Lead a thriving service team
An excellent contact center has not only the right mix of channels and tools, but a strong, tech-savvy service team. Build your skillset for leading a productive and diverse team on Trailhead, Salesforce’s free online learning platform.
6 ways to improve your customer effort score
You can create a frictionless customer service experience — and improve your customer effort score — by giving customers what they need during their very first interaction. Here’s how.