A presentation we gave to SOCAP on Customer Effort and why its a critical measurement for your contact center or support team.

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Welcome
Michele Crocker, COO/Managing Partner
Tripp Kerr, CEO/Managing Partner

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“Pep Talk” – It’s hard to be
in business
Here’s why:
1. You are not unique
2. Nobody needs to buy what you are selling
3. Your customers have more power than you

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Best we can do is provide
value to our customers
Value = What you get compared to what you pay
𝑉 =
𝑊ℎ𝑎𝑡 𝑦𝑜𝑢 𝐺𝑒𝑡
𝑊ℎ𝑎𝑡 𝑦𝑜𝑢 𝑃𝑎𝑦
so . . . V>1=  and V<1 = 
Smart Play is to improve What you get

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“What you Get”
– Two things:
– What you sell (Products and Services)
– Experience of purchasing and using what you sell
𝑉 =
𝑃𝑟𝑜𝑑𝑢𝑐𝑡𝑠&𝑆𝑒𝑟𝑣𝑖𝑐𝑒𝑠 + 𝐸𝑥𝑝𝑒𝑟𝑖𝑒𝑛𝑐𝑒
𝑊ℎ𝑎𝑡 𝑦𝑜𝑢 𝑃𝑎𝑦
– Impact Value by Improving Experience
– How? By creating a customer-centric view of experience and measuring
what’s important to them, not to you.

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3 Key Discussion
Topics
Why Omnichannel customer experience matters?
What are the “must have” Metrics?
How Can customer Experience Shape your Success?

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Omnichannel Experience
– EASE: A seamless, consistent experience across all channels of
communication on all devices.
– CHOICE: Giving customers control over when, how and why
they contact you.
– CONSISTENCY: A similar experience regardless of method and
contact.
– FLUIDITY: Flow of information across all channels of
communication to the benefit of the customer

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Why Omnichannel Customer
Experience Matters?
– The customer-company relationship has changed dramatically.
– The journey in the way people buy has significantly different.
– The ROI of a great customer experience is far greater today.
– The cost of a poor customer experience is far more costly
today.

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The “must have” omnichannel
customer experience metrics.
Measure your internal operations through the eyes of your customer
• Utilization
• Handle time
• Adherence
• Cost Per
Transaction
• Cost per
Resolution
•Speed to Resolution
•First Call Resolution
•Call Avoidance
• Customer Effort
• CSAT
• tNPS
• rNPS
Experience Effectiveness
EfficiencyEconomic

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Use Metrics to improve the
Omnichannel Customer Experience
– Fewer Measures but do something with the Data
– Centralize data to avoid creating data silos
– OK to Roll-up but maintain channel-specific granularity for root
cause impact.
– Partner with key internal groups to share data and across all
touchpoints.
– Prioritize and Implement changes based on business impact,
not squeakiness
– Live and breathe customer-centricity!

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What happens if you get it
right?
– Faster evolution (Better Products) to meet customer needs
– Larger, Stronger promoter communities within your customer
base
– Greater Revenue and Higher Margins
– Improved Value (Remember the Equation)
– Long-term success and growth

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Questions
THANK YOU
michele@zenacitygroup.com
Cell 310 953 1655
Tripp@zenacitygroup.com
Cell 760 505 3021