CUSTOMER EFFORT AS THE CUSTOMER EXPERIENCE PROCESS
needs met. How many phone calls? How many emails? How many people did they have to talk to? How many mouse clicks did they have to make? How quickly did they locate the information needed and their issue resolved? Te answers to these questions and more are clear indicators as to how easy it is to do business with you. Why should you care about customer
effort? Tere is a direct correlation between customer effort and customer satisfaction scores. Te lower your customer effort score, the higher customer satisfaction and subsequent customer loyalty. Anyone in a marketing role will tell you (because they probably read MarketingSherpa data), it takes less effort and marketing dollars to keep and service existing customers than it is to obtain
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new customers. But that’s an article for a different day.
Where and How to Measure Customer Effort To get a deep understanding of a customer’s effort when interacting with your business, you must first identify every customer touch point across your organization and create a map of the customer’s experience or journey through these various touch points. What does it mean to map the customer
experience? Mapping the customer experience is similar to creating a workflow diagram. By department, identify each method of contact and how a customer moves through your processes.
• What does the order experience look like?
• What does a product return or technical support interaction look like?
• Do you have customer-friendly automations built into your processes?
• Is the digital experience convenient, robust and engaging for your customers?
• On your website, can customers easily locate and gain a wealth of knowledge about you, your products and services?
• Or is your sales and marketing team paranoid, stingy and insistent they serve as information gatekeepers, requiring your customers to pick up a phone or fill out a form? As you map the customer experience, analyze each step the customer takes
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