{"id":5418,"date":"2014-09-09T17:21:00","date_gmt":"2023-10-18T17:21:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5418"},"modified":"2023-10-18T17:36:06","modified_gmt":"2023-10-18T17:36:06","slug":"making-effortless-customer-service-a-reality","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/making-effortless-customer-service-a-reality\/","title":{"rendered":"Making Effortless Customer Service a Reality"},"content":{"rendered":"\n<p dir=\"ltr\">Have you heard about effortless service and how much customers value a low-effort experience? No? Don\u2019t panic. We\u2019re here to help. <\/p>\n<p dir=\"ltr\">A recent study by <a href=\"http:\/\/www.executiveboard.com\/\" target=\"_self\" rel=\"noopener\">Corporate Executive Board (CEB)<\/a>, a leading member-based advisory committee for tens of thousands of organizations around the world, showed that what customers value in service situations more than anything else is that companies make customer service effortless for them. CEB found that companies that provide low-effort customer service experiences are <strong>31% more likely to win repeat business<\/strong>, and 88% of them were able to increase their share of wallet. While the numbers are certainly appealing, it still begs the question: How does one achieve this service nirvana?<\/p>\n<p dir=\"ltr\">Taken from a distance, the concept of effortless service sounds almost magical, a utopian state that defies logic. Doesn\u2019t the customer have to open their browser and go to my website? Don\u2019t they still have to call my 1-800 number at times? How can service really be effortless?<\/p>\n<p dir=\"ltr\">Actually, it can. What CEB\u2019s research showed is that a customer\u2019s perception of effort is what actually counts. If I lose my credit card, I am programmed to call their contact centre. If my wait time is low and the agent is polite and efficient, it could qualify as an effortless experience. However, if I want to find out about your return policy and I can\u2019t find it within a few clicks on my mobile phone, suddenly effort increases quickly and dramatically. Customers have expectations for service quality and preferences for which channels they wish to receive service. If I start on the web, don\u2019t make me call you. If I\u2019m on your Facebook page, don\u2019t tell me that information is only on the website. When I\u2019m speaking to an agent, don\u2019t tell me company policy has their hands tied. The more interactions required to solve a single\u2014and especially simple\u2014problem, the more my perceived effort goes up.<\/p>\n<p dir=\"ltr\">Based on over 125,000 customer and over 5,000 agent interviews, CEB has identified the top causes for high customer effort and by extension, a strategy to reduce that effort. It has consolidated these factors into four areas, which it refers to as its four pillars of low-effort service. They are:<\/p>\n<h5 dir=\"ltr\"><span>1. Channel Stickiness<\/span><\/h5>\n<h5 dir=\"ltr\"><span>2. Next Issue Avoidance<\/span><\/h5>\n<h5 dir=\"ltr\"><span>3. Experience Engineering<\/span><\/h5>\n<h5 dir=\"ltr\"><span>4. Frontline Control<\/span><\/h5>\n<p dir=\"ltr\"><a href=\"http:\/\/www.executiveboard.com\/exbd\/sales-service\/effortless-experience\/index.page?\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" alt=\"MattDixonBookImage\" src=\"\/\/www.salesforce.com\/content\/dam\/blogs\/legacy\/2014\/09\/6a00e54ee3905b883301b7c6d94e1e970.jpg\/_jcr_content\/renditions\/120wi.jpg\" title=\"MattDixonBookImage\"><\/img><\/a><em>Join salesforce.com for a special event on September 16th in Toronto to find out more. Featuring highly sought after guest speaker, Matt Dixon, Executive Director at CEB and co-author of <a href=\"http:\/\/www.executiveboard.com\/exbd\/sales-service\/effortless-experience\/index.page?\" target=\"_blank\" title=\"Effortless Experience Book\" rel=\"noopener\">&#8220;The Effortless Experience\u201d<\/a>, we\u2019ll share valuable insights, research data and examples that shatter pre-conceived notions of what customer service organizations should try to solve. You\u2019ll learn about what leading service organizations are doing to drive success and discover some best practices to deliver the Future of Customer Service.<\/em><\/p>\n<p dir=\"ltr\">Don\u2019t delay. <a href=\"https:\/\/www.salesforce.com\/ca\/events\/details\/ucs-0916-toronto\/?d=70130000000lvVY\" target=\"_self\" title=\"Reserve your seat now\" rel=\"noopener\"><strong>Reserve your seat now.<\/strong><\/a> The event is complimentary, but spaces are limited. We look forward to seeing you!<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.salesforce.com\/ca\/events\/details\/ucs-0916-toronto\/?d=70130000000lvVd\" target=\"_self\" title=\"Footer Image RegNow\" rel=\"noopener\"><img decoding=\"async\" alt=\"Salesforce_Blog_590x156_VERSION_3_RGB\" border=\"0\" src=\"\/\/www.salesforce.com\/content\/dam\/blogs\/legacy\/2014\/09\/6a00e54ee3905b883301a73e0f37f9970.jpg\/_jcr_content\/renditions\/800wi.jpg\" title=\"Salesforce_Blog_590x156_VERSION_3_RGB\"><\/img><\/a><\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you heard about effortless service and how much customers value a low-effort experience? No? &#0160;Don\u2019t panic. We\u2019re here to help.&#0160;<br \/>\nA recent study by Corporate Executive Board&#0160;(CEB), a leading member-based advisory committee for tens of thousands of organizations around the<\/p>\n","protected":false},"author":1,"featured_media":5420,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5,30],"sf_content_type":[],"coauthors":[2],"class_list":["post-5418","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-relationships","sf_topic-events"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Making Effortless Customer Service a Reality - Salesforce<\/title>\n<meta name=\"description\" content=\"Have you heard about effortless service and how much customers value a low-effort experience? No? &#160;Don\u2019t panic. We\u2019re here to help.&#160; A recent study by Corporate Executive Board&#160;(CEB), a leading member-based advisory committee for tens of thousands of organizations around the\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/making-effortless-customer-service-a-reality\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Making Effortless Customer Service a Reality\" \/>\n<meta property=\"og:description\" content=\"Have you heard about effortless service and how much customers value a low-effort experience? No? &#160;Don\u2019t panic. 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