Happiness is Overrated
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Meh Why we should stop designing services to delight our users, and start focusing on what makes them miserable. Happiness is overrated Dave Burke, VP User Experience, APCO Worldwide
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Transcript of Happiness is Overrated
Meh
Why we should stop designing services to delight ourusers, and start focusing on what makes them miserable.
Happiness is overrated
Dave Burke, VP User Experience, APCO Worldwide
Washington Post
Washington Post
Washington Post
Former subscriber survey
#1 #2
Service plays more of a role in disloyalty
Product Brand Service
Why customers stay Why customers leave
• 3-year study
• Over 75,000 customers surveyed
• Several hundred service managers interviewed
• Covered services including phone, IVR, web, chat, and email
• Controlled for service rep tenure and other variables
• Cross-industry
• Worldwide
CEB Study
Conventional Wisdom
Customer relations heads said their primary strategy is to exceed customer expectations
100/89
Service plays more of a role in disloyalty
Product Brand Service
Why customers stay Why customers leave
Service plays more of a role in disloyalty
What makes customers unsatisfied
Effort.The work the customer must do to get their problem solved.
Effort makers: Repetition and Channel Switching
#1 #2
Repetition and Channel Switching
[[ Five minutes of Q&A to authenticate me ]]
Common metrics miss on customer effort
Company Metric
• FCR: First contact resolution
• Call center resolution
• Website conversion
• Call times
• Time on site
• CSAT: Customer Satisfaction Score
Consumer Metric
• Overall effort in the relationship
The problem with FCR
22% of repeat contacts come from downstream issues related to the original contact, even if the original contact “resolved” the problem.
The problem with FCR
The most successful companies don’t just solve the current issue. They also head off the next one.
Ferreting out repetition: Fidelity Investments
25% of self-service transactions are prompted
Call to change address Order new checks
Get renters insurance
Calls per household 5%
Ferreting out repetition: Bell Canada
Calls per event 16% Customer churn 6%
Ameriprise Financial: “No” Audit
Eliminated 26 outdated policies
$1.2 million in efficiency savings
For better metrics, zoom out.
Survey methods to project loyalty
CES
“How much effort did you personally have to put forth to handle your request.”
Scale of 1 (very low effort) to 5 (very high effort)
Customer Effort Score:
Areas to explore further
• The emotional side of digital interactions
• The impact of convergence
To sum it up
Focus service on unsatisfied customers
Increase their satisfaction by reducing effort
Kill repetition & channel switching
Zoom out your metrics
