WHY SMART MARKETERS
BY JENNIE LEE-PACE, ALCOPRO
There isn’t a soul on this planet who doesn’t have a customer experience nightmare story and who hasn’t fervently shared that story in the social media arena or with colleagues, family, friends or even business partners.
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or me, it was a well-known Internet service provider who would insist on billing me for a “lost router” that was never lost. Aſter more than a dozen
phone conversations with multiple people in the customer service, billing, shipping and technical departments, which ultimately ended in me feeling defeated, unheard, unimportant, and angry, I resolutely decided to never do business with this company again. An issue that should have been fast and easy to resolve, was nothing short of a failed Herculean effort, which leſt a sour taste for the company and the brand in my mouth forever. Why should they care? I was only one of more than a million customers. Why should my bad experience and developed perceptions of “they are the most difficult company to work with” mater? Having personally experienced the company’s router return and intake process and being financially affected by the cogs in their processes, I can safely assume that I am not the only customer who has encountered
the heartache associated with canceling service and returning rented hardware. How easy is it to do business with
your company? Do you really know your customers’ perception? In order to truly know the answers to these questions, you must track “customer effort” scores across every operation of your business that has a customer touch point; that’s not just a customer service representative department. Tat’s accounting, sales, marketing, training, shipping, technical support services…every department that encounters the customer or has a stake in the customer’s satisfaction should be measuring customer effort. So, what is customer effort? Customer
effort is the amount of time and energy a customer has to expend in order to get their
Spring 2016
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