If a customer has to go through too many steps they will bolt. This appears to be truest where high effort is needed to resolve an issue vs. low to moderate effort
66% likely to stop spending money with a company as a result of a high effort experience
37% extremely likely to stop spending as result of high effort experience
So what can you do to avoid this swamp of customer loss?
The study indicated that providing a personalized, knowledgeable and engaging experience is key.
87% rate the customer service agents' knowledge of a product/service important to their ongoing experience
83% rate friendly, engaging customer service reps as important to their ongoing interactions
So you need friendly people who know what they are talking about on your customer service front lines. Now if that isn't common sense customer service, I don't know what is!
So what are YOU doing to make it convenience not only for customers to buy your product, but to resolve problems through your customer service department when a problem arises? I hope you will share your strategies through a comment on this post!
Be sure to take a look at Avaya's Cost of Inconvenience Info-graphic on this study.
Customer Effort Impact Study