A Customer Effort Impact Survey published by Avaya highlights how the amount of work a customer exerts to obtain service affects business priorities of revenue and market growth, brand loyalty and operational margins. According too Avaya, the results 'reinforce the value of a customer experience characterized by a low-effort, personalized approach to fulfill customers' needs'.
A recent Avaya study showed that 66% of customers will STOP spending money with you if your service is inconvenient.
The study further points out that what is truly at stake is the lifetime value of that customer. If a customer feels that an experience is low effort and efficient, they appreciate it. (Does anyone think about the Staples Easy Button ad here?) If all this is true, what leads to a perception of a difficult customer encounter?
Whether you are single or married, you may need to get engaged this year! According to a Gallup Study on the State of the American Workplace there is a definite link between employee and customer engagement to customer growth and even to EPS. When Gallup examined engagement by job position, they found customer service employee level of engagement was among the lowest. Since these employees are handling a majority of customer service transactions, it is a safe assumption that their lack of engagement can lead to customer disconnect. Gallup found that conversely, when an organization prepares front-line employees to make an emotional customer connection, customers will spend more, visit more often, resist competitive overtures, promote your brand to others, and forgive the hopefully occasional service blunder!