“Do you know what I have to go through to… Are we easy to work for? Are we easy to work with?

And Now… Customer Effort Score Objective: callbacks within 14 days.  70% said that 2 or 3 calls registered as "Moderate-to-High" effort  30% gave that rating for those that made only one call. Subjective: customer survey questions “How easy was it to find x or do y?” Companies that can track customer effort, especially at the customer, issue, and agent level, are much better positioned to solve for customer effort. Source: CEB and Contact Center Council

Customer Effort Score High LowHigh Predictive Power for Purchasing Predictive Power for Increased Spending CSAT NPS CES “The Customer Effort Score outperforms the Net Promoter Score and customer satisfaction measures in predicting behavior.” – Harvard Business Review 96% ‘high effort’ are more disloyal 9% ‘low effort ‘are more disloyal.

How Customer Service Performance Affects Loyalty Average Loyalty Score Below Expectations Meets Expectations Exceeds Expectations Source: Harvard Business School

The Cost of Trying to Exceed Expectations Expectations Not Exceeded Expectations Exceeded 11-15% More 15-20% More 6-10% More +20% More Customer Reporting Service Exceeded Expectations The Cost of Exceeding Expectations (Versus Meeting) Source: Customer Contact Council research. And yet… 20% of Satisfied leave 28% of Dissatisfied stay

Effort Matters! Neutral More Loyal More Disloyal 75% 12% 219% 45% 40% 20% 18% Effort: +1 Contact to Resolve Rep: Generic Service Effort: Repeating Info Effort: Perceived More Effort Effort: Transfers Effort: First Contact Resolution Moments of Wow: Teaching Customer Source: Customer Contact Council research. 87% 342%

Satisfaction Improved Experience with the Rep Reduced Customer Effort Provided “Moments of Wow” Rep confidence Rep concern Rep listening ability Ability of rep to understand customer Rep understood mood Service personalization Certainty of follow through Number of transfers First contact resolution Perceived additional effort to resolve Service organization’s knowledge about customer Source: Customer Contact Council Research Mitigate Risk by Improving the Experience

Loyalty Improved Experience with the Rep Reduced Customer Effort Provided “Moments of Wow” Number of transfers Repeating information First contact resolution Number of contacts to resolve Perceived additional effort to resolve Teaching the customer Service personalization Source: Customer Contact Council research. And Drive Loyalty by Reducing E ffort

4 Steps to Measure & Track FCR

Step Decide on FCR Definition & Formula What does FCR mean to you? First Contact Resolution vs. First Call Resolution

NUMBER OF CALLS/INTERACTIONS RESOLVED ON 1 ST ATTEMPT DIVIDED BY THE TOTAL NUMBER OF CALLS/INTERACTIONS VS. NUMBER OF CALLS/INTERACTIONS RESOLVED ON 1 ST ATTEMPT DIVIDED BY THE TOTAL NUMBER OF FIRST CALLS/INTERACTIONS.

Step FCR Criteria

Definitions to Consider & Define ResolvedEscalated Does “resolution” mean that the customer’s problem was solved AND they were satisfied? While a service issue can be fully resolved, the customer may not be happy (i.e. water damage on a cell phone) Suppose the customer contacted the wrong department? Does an escalated call/Contact include Interactions that a manager proactively dropped in on (i.e. whisper coaching, call barging, etc.)? Does an escalated call/contact include calls where a colleague was brought in? Does a callback/Reply include interactions that were followed up with via chat or text?

Step How long is the “CONTACT WINDOW”

THE MAXIMUM LENGTH OF TIME BETWEEN INTERACTIONS TO CONTRIBUTE TO FCR

Step Determine HOW to Gather the Data

Methods to Gather FCR Statistic Passive for Customer Active for Customer CRM (mark resolved/closed) ACD (call logs/same number, Disposition code) IVR (call Logs/ same number) Quality Assessment Reporting Speech Analytics: agent asked question, customer response. Post call survey IVR (Press 1 if called about this before…) Ask & Measure GenerateDefineDeployGather

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