Eliminate Channel Thrashers and Lower Customer Effort

Customer Effort Score  is the new hot metric for customer service. CES has been widely discussed since the Harvard Business Review article, Stop Trying to Delight Your Customers (July, 2010), where Customer Effort Score was touted as being a better predictor of customer loyalty than Net Promoter Score or Customer Satisfaction. While CES is an important metric and arguably the best metric to focus your service operation, there is no such thing as a “magic metric”. Getting results from implementing CES depends on execution and focus.

An Enkata white paper, 'Eliminate Customer Thrashing: A Sure Fire Way to Lower Customer Effort' provides practical guidance around the one CES strategy that we have seen deliver the fastest results—using CES to target and eliminate customer channel thrashing. We hope that you are inspired by this paper to start your own CES initiative targeting “channel thrashers.”

This white paper discusses:

• The importance of CES
• If you should use survey-based or activity-measured customer effort CES? The paper describes how they complement one another. The actionable data gained from measuring effort is worth the cost.
• CES is only a metric, putting the metric into practice is where the value lies.
• Channel thrashing customers cause a surprisingly high percentage of calls, 10-30%, and provide very poor CES scores, but they are eager to adopt low effort strategies.
• How to analyze the calls after a self-service attempt to pinpoint the gaps to close in your self-service channels.
• Prioritizing initiatives based on ROI and ease to execute – focus on gaining quick wins versus the largest win.

Learn to address your "channel thrashers from reading this white paper.


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