Part of the job of maintaining a top-of-the-line customer experience for Talkdesk is staying current on research and trends in the industry. To that end, some of my team members and I have been reading The Effortless Experience and taking notes about the best ways to optimize our product to fit the needs of our customers and our customers’ customers.
The book has sparked quite a few discussions around the office, but for this post, we’ll focus on one specific point made by Dixon, Toman and DeLisi. Listed as one of the major findings of their research, this is the most succinct statement of the book’s thesis: “the key to mitigating disloyalty is reducing customer effort.”
Creating a Low-Effort Solution
This position was supported by survey results that illustrate the highest drivers of customer disloyalty are support interactions that require extra energy and attention e.g. repeating information, making additional calls, waiting on a transfer. In short, the optimal customer experience (if there has to be one at all) is the shortest, simplest one.
It’s bad enough that the customer has an issue that requires proactively initiating contact with a company, every bit of additional effort after that makes their experience worse. Our call center software exists to minimize those pain points. That means not asking the customer basic questions, routing calls intelligently to avoid transfers and making tools easy for agents and admins to use.
As a company that prioritizes our customers’ customers, this finding is even more important for Talkdesk. If it takes our customers a lot of effort to use our product, then they’ll have less time and energy to spend helping their own customers, resulting in less loyalty. In the same way, if we can provide an effortless customer experience for agents using Talkdesk, they can focus more on eliminating their own customers’ effort.
The authors of The Effortless Experience emphasized that CSAT is a bit of a misleading and subjective statistic. It’s a measurement of how well support calls are going, but if customers need to make a lot of support calls, they’re going to take their business elsewhere no matter how well those calls go.
A natural response might be to focus on first call resolution (FCR); if customers have to call in, then it’s best to limit their effort to just that one call. In most cases, a high FCR rate is a great sign that your call center is minimizing customer effort, but if your call center is fielding a high number of calls, then even the best FCR might be too little, too late.
There are plenty of important customer experience metrics for a call center to track: average call duration, number of transfers, number of calls, frequency of repeated information, etc. These objective metrics are a great way to set baselines for a support team and create goals that directly map back to customer effort. Instead of focusing on just the problem at hand, great agents also reduce customer effort on related issues. That type of preventative focus helps drive a long-term approach to less effort for the customer.
Customer Experience and Talkdesk
Talkdesk was built to have the most effortless customer experience in the contact center space. Setup takes minutes, admin updates can be done without making contact with our team and call data is shared instantly through our automations and integrations.
The findings of The Effortless Experience align perfectly with Talkdesk’s internal values. While we’re happy to release updates regularly and provide unmatched uptime, what we really take pride in is how easy to use our call center software is. In a recent survey of contact center performance, G2 Crowd found that Talkdesk performed at the top in the industry in terms of ease of setup, ease of use and ease of admin.
In the future, we’re doubling down on tools that will minimize customer effort even more. We’re working on some exciting new ways to optimize the metrics that we know are important to callers. To get a demo of what Talkdesk can do for your customers, click the button below.