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Why Reducing Customer Effort Is Important in Your Customer Experience Strategy

April 03, 2018 Jim Iyoob

As the public becomes more comfortable using technology to make buying decisions, your business must adapt constantly to remain competitive. A customer experience strategy aims at reducing customer effort and improves your sales by making your products and services more attractive.

High Customer Effort Means High Costs

The price of your products represents only some of the costs your customers pay. Transactional costs also add up. Limiting customer effort reduces those costs and incentivizes more purchases:

  • Omnichannel sales give buyers more convenient ways to complete transactions.
  • Simple pricing strategies make it easy for customers to estimate your product’s value.
  • Good information educates buyers about your brand and offerings.
  • A solid infrastructure supports through the entire product lifecycle.

Providing a complete experience is a big task, and your customers are more than willing to give your competitors a chance should you fail.

The Insights You Need

Data analytical tools help you find your path. Customer Effort Scores (CES) are an increasingly popular metric that describes the overall experience you deliver with your product.

ETECH insights provides an advanced set of data capture software that gathers information from customer interactions and evaluates your business’s performance.

Analyzing your results often reveals insights about everyday issues. Identifying patterns and problems highlights areas you can change to improve customer experience.

Example One: Emotional Intelligence

Buyers are emotional creatures. They make their purchasing decisions based on how they feel though many will argue otherwise. Negative reviews from unreasonable people do just as much damage to your reputation as legitimate gripes.

Your customer service representatives need to know what indicators to look for and follow procedures when faced with an overly emotional customer. Data captured in calls guides your agents and identifies emotional customers.

Example Two: Self-Help

Tech-savvy customers are adept at solving their own problems. Use data to predict their behavior and meet expectations:

  • Providing manuals on troubleshooting guides online.
  • Facilitating group discussions about your products or services.
  • Automating returns and exchange processes.

Self-help tools relieve the pressures on your customer services representatives and reduce the time your buyers spend frustrated with your product.

Example Three: Empower Your Team

Your team deals with the public regularly. Staff members already know what the typical concerns are and usually have ideas about how to address them. Data clarifies multiple opinions by providing objective facts.

Your staff can get frustrated too. When your reps can’t work, it makes it difficult for them to resolve concerns while your customers wait. As a manager, you need efficient processes in place.

Good information provides you the freedom and clarity to:

  • Train and educate your team as experts in your products, business, and processes.
  • Provide the tools they need to engage with customers in an omnichannel sales strategy.
  • Trust staff to handle concerns without management approval.

When your team can respond to all but the most extreme complaints, you reduce the time your customer spend waiting on the phone or transferring back and forth between representatives.

Concluding remark

Reducing effort is the fastest way to improve your customer experience scores and keep your business competitive.

Identify the areas you need to work on the most with intuitive analytics from ETECH. Our software pairs data with your customer service personnel to produce a comprehensive analytics tool.

This blog was first published on LinkedIn