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.
THIS IS WHY CUSTOMER EFFORT MATTERS
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.
1. CUSTOMER FRUSTRATION LEVELS ARE INCREASING
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