Taking Customer Loyalty to New Heights: How to Build a Low-Effort Service Organization

Taking Customer Loyalty to New HeightsHow to Build a Low-Effort Service Organization

“The adoption of social media soared from 12% in

2010 to 62% in 2015. Companies clearly

understand the value behind it, yet achieving its

true potential remains a challenge for those that

simply adopt social media for the sake of doing it.

Source: Aberdeen Group, Aug 2015 report on social customer care

“

Research shows delighting customers is not the way

to achieve customer loyalty.

Delight only happens 16% of the timeDelight increases costs 10-20%

Source: Corporate Executive Board (CEB)

So how do you achieve customer loyalty?

And reduce the burden of work

Sources: HBR, CEB, Forrester

What are the key drivers of disloyalty?

Repeat information Agent transfers Switching channels

Customer disloyalty is directly tied to high effort service interactions that make customers

o Switch from one channel to another to get help

o Repeat information about an issue

o Contact a company repeatedly to get a timely response

o Work with someone that cannot resolve the issue

more likely to be disloyal after a high effort interaction

4X

more likely to speak negatively about their customer service experience

65%

more likely to tell 10 or more others48%

Customers are

Sources: CEB, HBR, Forrester

of customers expect agents to know their contact history and be knowledgeable to help

Sources: CEB, Microsoft

72%

of customers report spending a high level of effort to resolve their problem

Sources: CEB, Microsoft

30%

56%

57%

62%

How can you provide effortless customer

service?

The Three Pillars of Effortless Customer Service

Value their time by fully serving them on social and messaging channels.

o Serve them and resolve issues in one channel

o Know who they are and their past interactions

o Collect PII and verify them securely

Make it easy and enjoyable for them to do their work.

o Get the right message to the right agent in real-time

o Arm them with complete and contextual customer information

o Use technology that allows them to focus on the customer

Have visibility into team performance and lower the cost of servicing customers.

o Track and measure volume growth and key issues

o Lower costs associated with customer service

o Handle larger volumes with ease and speed

CUSTOMERS AGENTS BUSINESS

And why should you do it?

Low Effortsocial and mobile interactions of servicing and increased customer spend

Lower Cost

Reduce servicing costs and handle larger volumes

BUSINESS

the cost of a call center interaction

the cost of live chat interactions

1/61/2

Improved CSAT and NPS

Improve agent productivity, effectiveness, & retention

AGENTS

75%

65%

Reduced agent attrition and increased agent happiness

reduction in response times

increase in number of conversations handled/agent/hour

Retain and grow customer lifetime value

CUSTOMERS

more likely to purchase again

more likely to increase spend

94%

88%

Less likely to spread negative word of mouth

A 5% improvement in response time yields a 10% improvement in CSAT, which correlates with an incremental $10 revenue per customer per month. For 5K customers, that is a $600K run rate opportunity.“ “

- Twitter Customer Service Report

Sources: Sparkcentral, HBR, Forrester, CEB, Twitter

Want to learn more?Listen to the full webinar, “Taking Customer Loyalty

to New Heights: How JetBlue Built a Low Effort Service Organization

.”