Enkata found a recent Harvard Business Review article authored by Matthew Dixon, Karen Freeman, and Nicholas Toman, Stop Trying to Delight Your Customers, insightful in its recommendations to improve customer loyalty by reducing the amount of effort required on the part of the customer to resolve service issues. Enkata, agrees with the authors’ position on how best to measure customer effort by tracking and correlating call reasons, repeat calls, and specific call timeframes.
What Should You Measure?
The authors of the study and article cite three key factors to measure customer effort.
1. The number one cause of undue customer effort when interacting with contact centers is the need to call back regarding an unresolved problem.
2. Service organizations should use operational metrics such as repeat calls, transfers, and channel switching as part of an Effort Audit to improve customer service.
3. That fully half of the time, the FCR metric used by companies does not supply information about repeat calls and reasons behind them.
A reprint of the Harvard Business Review – Compliments of Enkata