Being an entrepreneur, you’ve probably imagined several worst-case scenarios that you avoid like the plague. But chances are, you’re already digging your own hole.
A poll conducted by Call Centre Helper revealed that only 18% of brands measure customer effort. It’s a surprising figure, given that we all keep harping on and on about the importance of convenience. On the other hand, 29% weren’t sure if they’re actually assessing customer effort, while 53% flat-out responded with a shameless “no.”
It’s surprising that a lot of brands forgo the customer effort evaluation process, despite it being one of the most powerful metrics of customer satisfaction. Making the purchasing journey completely hassle-free is a surefire way of building customer loyalty. The worst-case scenario this time is this: your customers are having a tough time being your customers, and you’re completely clueless.
As part of your market research, creating a survey that accurately measures the customer effort score will help you revise awry business processes. Here are the steps in creating one.
1. Set your standards.
Clarifying your standards will help you picture out the kind of customer experience that you want your brand to deliver. They will serve as the basis for comparing and contrasting your customer effort score. In determining your benchmarks, position yourself in your customer’s shoes and ask yourself these questions:
• What services am I expecting from this brand?
• I’ll be turning my back on this brand if __________.
• Does this brand offer better, easier processes than its competitors?
• What services or qualities set this brand apart from others?
2. Break down the customer journey into several phases.
Customers go through several phases before and after they decide to purchase a product or sign up for a service from you. For example, customers can go from discovering your brand online, to contacting your call center, to actually buying from you, and using your products. However, this is an overly simplified example. There are several paths leading the customers into (or away from) your brand. You need to map them out one by one to determine the problematic phases or those that need improvement.
3. Make specific survey questions.
If you want specific answers, you need to ask specific questions. Customer experience is extremely hard to quantify. That’s why your questions need to pertain to specific phases of the customer journey or set a wide range of responses your customers can choose from.
4. Choose a platform for information gathering.
To optimize your market research, choose a platform that will allow you to connect easily with your target respondents. You may opt to choose online or offline methods for gathering data. You can also partner with your call center to help you reach out to customers.
5. Create an action plan after evaluating the results.
The information you’ve gathered will remain mere pieces of data if you don’t analyze and use them to improve your existing services. Your customer effort score should guide you in creating or revising all aspects of your business, especially customer service. For every insight you gained from the survey, make sure to create a corresponding strategy that would help you build customer loyalty.