Our study found that firms with a formal program to manage customer effort across all channels enjoy a 3.9X greater annual increase in customer satisfaction rates, compared to those without it (All Others).
Besides improving customer satisfaction at a rapid pace, firms monitoring and managing service activities, with an eye to minimize client effort, decrease customer effort scores by 16.8X more than All Others. When combined, improvement across these two key performance indicators shows that minimizing effort to ensure customer convenience ultimately leads to happy clients.
It’s not surprising that monitoring customer effort is becoming a priority for many forward-thinking service leaders.
Empowering employees creates happy customers
One of the most common mistakes many service organizations make, when managing customer experience programs, is overlooking the impact employees have on customer satisfaction and loyalty. Happy employees create happy customers. Employee satisfaction is often intertwined with a company’s ability to empower employees with the tools and information they need to do their jobs.
When employees are empowered, they can drive the efficiency gains that have long been top-of-mind for service leaders. Specifically, findings from our study reveal that firms with a formal program to deliver effortless service experiences reduce average handle times by 2.3X more than All Others. They also report a 13.0% annual decrease in customer service costs, compared to a 3.7% decrease for the All Others category.
To put cost reduction improvements into perspective, let’s assume a service organization incurs $15 million in annual customer service costs. Adopting a formal program to minimize customer effort and taking the related steps to accomplish this goal would help this firm trim nearly $1.4 million more in service costs each year, compared to the same firm without such a program.