When it comes to customer experience, more effort means less loyalty. In fact, 96 percent of customers who experience high-effort interactions turn disloyal, compared to only 9 percent of those with a low-effort experience.
In this blog post, we explore four high-effort experiences that drive disloyalty. We also consider what you can do to prevent them.
Why being ‘effortless’ matters
Gartner notes that providing effortless experiences increases the likelihood of repurchase and subscriptions. Moreover, providing low-effort experiences reduces support costs by nearly 40 percent and ticket escalations by 50 percent, and increases NPS with 65 points on average.
So what are the 4 customer experiences driving disloyalty?
Ineffective self-service support
Customers want to solve their problems and get on with their lives. That’s why most of them prefer online self-service as their go-to support option. But nearly 60 percent of customers who contact support centers have already tried to find an answer online. This indicates that the online self-service provided by many brands simply isn’t helpful.
Solution: Improve findability and usability to enhance self-service
To reap the full potential of self-service, content findability and usability are key components. In this context, findability refers to how easy your support content can be found on Google and within your support pages. In parallel, usability focuses on the ease of use and how users experience your support pages. To assure good usability, a mobile-first design is a must. Usability is also promoted by content consistency, relevance, visual clarity and simple navigation that ensures that every click counts.
Failed chatbot services
Gartner points out that poor chatbot experiences drive customers’ efforts, mainly due to irrelevant or inadequate answers. This typically happens when a chatbot is implemented without a comprehensive knowledge base in place. A chatbot cannot solve your customer’s problems if it lacks the answers in its knowledge base.
Solution: Refine your knowledge base
Start by assessing the state of your current support content. Is there a mismatch between the top call drivers in the contact center and the most popular topics in the online help section? That’s usually because of missing or difficult-to-find online support content.
Once you’ve identified the content gaps, proceed to add relevant content that corresponds to these common support questions. Start small, and test the chatbot in a low-impact area of your business, while keeping your agents near.
Having to switch channels
More often than not, channel switching indicates a high-effort customer journey. It occurs when customers can’t complete their support interaction(s) in the desired channel. This forces them to switch and often start their journey all over again.
Solution: Focus on the end-to-end support journey, instead of single touchpoints
More channels should introduce more convenience, not leave customers bouncing between them. Combining data from different touchpoints, you can identify friction in the complete customer support journey. Leading organizations win by designing and optimizing the end-to-end customer journeys, and not by focusing on isolated touchpoints.
Repeating the same information to different agents
One high-effort experience driving disloyalty is the need to call back. In a recent study, Gartner found that 62 percent of customers said they had to call multiple times to solve a problem, with 56 percent of them having to re-explain the same issue to different agents. Gartner also notes that agents are increasingly dealing with more complex issues, and lacking simple solutions to solve them.
Solution: Reduce repeat calls by improving problem resolution skills
If you’re receiving a large volume of repeat calls, it pays off to identify exactly what triggers them. The next step is then to train your agents on how to tackle them on the first go. Advanced tools can help provide simple resolutions, and turn beginners to tech experts in no time. To maximize agents’ capabilities, combine advanced tools with targeted onboarding.
Become a low-effort organization
Reduce costs and unlock long-term loyalty by becoming a low-effort organization. Qelp specializes in designing connected, end-to-end journeys and delivering effortless experiences.