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Tag Archives: data

3 Reasons to Focus on Customer Effort

The following is a guest blog post by Tara Wildt, Manager of Content Marketing at Interactions. To learn more about Interactions, visit their website. 

In today’s customer-obsessed marketplace, customer service interactions are now some of the most critical touch points an organization has with its customers. Which means measurements like Customer Satisfaction (CSAT) scores are increasingly important — all while high scores are ever harder to come by.

Past research has shown that customers are frustrated with long hold times, confusing phone menu options, and difficulty reaching a live agent when needed. And in order to meet the needs of the always-connected consumer, companies are adding customer service channels.

Unfortunately, research shows that this fragmentation of customer service channels is only leading to decreased CSAT scores.


Customer effort is a fairly straightforward concept. It’s the amount of effort your customer has to put in to resolve a customer service issue. Companies take different approaches to how they measure customer effort, including:

– Analyzing post call or chat data

– Measuring emotions throughout the interaction

– Combining common customer service metrics such as CSAT and NPS

But regardless of how it’s measured, companies agree that reducing effort helps to improve the customer experience. Why? Interactions conducted a consumer study to uncover some of the reasons. Here’s a preview of what we found.


It’s probably not a surprise that many customers reach out to your organization because they have a problem. But did you realize that as many 40% of them say they are frustrated before they even pick up a phone or open a chat window? What’s worse is that nearly half of the customers who were frustrated before the interaction remain that way even after the issue is resolved. Continue reading

Wondering if you Need to Start Accounting for Smart Machines in Your CX?


This is a guest blog written by Dan Gordon, SVP Strategy & Development, West Interactive Services.

The answer is: Probably not just yet.

At CRS Phoenix back in February, I spoke about how crucial it is to leverage data to optimize your customer experience. Now, as certain emerging technologies begin to pique our interest, I’m expanding on that point to hopefully help some enterprises avoid putting the cart before the horse.

The smartphone is one of the greatest technological advances in human history – and its impact on what brands have had to consider in their customer experience (CX) strategies over the past five to 10 years is just the beginning.

Data continues to transform how humans interact as the lines blur between virtual and physical… device and appendage… human and machine.

The mix of physical devices, buildings and various technologies at the public’s disposal is poised to evolve and extend rapidly through 2021[i], and Gartner believes that data generated from the networking of these devices will create $14.4 trillion in value for organizations between now and 2022.[ii]

Many believe that advanced smart machine technology will become a staple in this shift. Brands trying to keep up with the demands of today’s mobile customer are at full attention.

A smart machine is a device that is equipped to make decisions and solve problems in a humanlike manner (think self-driving cars). Relying on data and metadata, or “the information of everything,” smart machines are expected to drive a higher level of quality and consistency in everyday customer interactions by relying on neural networks that dissect things like text, images and voice — all without human intervention. Continue reading