Over the course of 2015, I have read more than a handful of books on Customer Experience and how to make improvements for yourself and your organization through the overall experience of your brand. While most were enjoyable reads, the one that intrigued me the most was Matthew Dixon’s “The Effortless Experience – Conquering the New Battleground for Customer Loyalty”.
The overall theme is that you don’t have to pull a “Wow” experience every single time with every single customer. You don’t have to create the ‘Nordstrom experience’ where customers expect to be blown away by extraordinary efforts that go the extra mile. Through research on research, Dixon and his organization found that there is a certain cutoff point in the customer experience where it simply doesn’t improve your ROI any further. More simply, you need to set expectations appropriately and ensure you or your organization are meeting those goals with each and every customer.
In terms of measurement tools, there are a number of metrics to consider tracking to better understand, track over time, and fix / make improvements when necessary. Dixon broke these up into three categories – Experience with the Rep, Customer Effort, and Moments of “Wow”. The major takeaways from each of these include the following:
- Did the rep know how to resolve your problem or issue
- Did the rep understand “you”, as the customer
- How many people did the customer have to talk to in order to resolve their issue (driven by a goal of meeting first/second contact resolution)
- Measuring the customer’s perceived level of effort for resolution
- Willingness of the organization to meet/exceed expectations
Take a look at the video below for a quick overview of what “The Effortless Experience” is all about. This is a great way to understand (in less than two minutes) what you and your organization should be striving for in terms of driving overall satisfaction.
Have you been focusing on your customer’s overall experience? With social media now playing an integral part of listening to and resolving your customer’s issues, it is absolutely critical that you understand what it takes to meet their needs. You don’t have to create a “wow” moment on every single complaint, issue, and/or contact. You simply need to meet their needs and correct problems or issues as quickly as possible, making it as easy and effortless as you can for the customer.
Have you read “The Effortless Experience”? What did you think? What were your major takeaways? Let me know in the comments below or through email at firstname.lastname@example.org. Thanks!