How effort impacts customer behavior

Posted on: April 06th, 2016 by Art Barger

To help assist and retain customers, your call center agents are trained to delight. But is serving your customers beyond their expectations the best way to win their loyalty?

According to the article, “Customer service is not about being great, it’s about being effortless,” surprising and delighting your customers may not be the best way to win them over. Instead, making things effortless can go much further with your customers’ willingness to stick with your brand.

A study that explores the connection between customer service and loyalty challenges the outcome of customer delight. What they found is that wowing your customers is not the top indicator for driving loyalty. Instead, the amount of effort customers have to go through to resolve issues is more important for retaining their business.

Author Matthew Dixon found that the level of effort customers put in to resolve their issues greatly affects their buying behavior. Those who faced minimal effort resolving their problems are 94 percent more likely to repurchase and 88 percent more likely to increase their spending. On the flip side, 81 percent of customers who have to put in a high level of effort to fix problems are likely to let others know about their dissatisfaction, resulting in more disloyalty.

Of course, this doesn’t mean call center agents should steer away from delivering exceptional customer service over the telephone. The point is that customer retention may not solely rely on wowing your customers.

The article cites a few areas that can impact the customer’s ability to resolve problems in a timely fashion:

  • Repeat contacts
  • Transfers
  • Repeating information
  • Generic service
  • Lengthy policies and procedures

For call centers, this always seems to circle back to customer service processes like caller authentication. Because customers want fast and easy answers to their problems, any delays are going to impact their experience. Evaluating your current customer identification procedures can provide opportunities to improve your customer experience.

The way we help financial institutions lower the customer’s effort to resolve problems is by automating the telephone authentication process. By validating the risk of inbound calls while the phone is still ringing, we help banks remove time-consuming telephone interrogations that demand more effort from the customer. They no longer have to answer a bunch of security questions that come with conventional knowledge-based authentication (KBA) methods.

The TRUSTID® Physical Caller Authentication solution eliminates unnecessary minutes of phone time that disrupt customers from quickly getting their issues resolved. Instead of putting customers through cumbersome steps before addressing the issues they’ve called about, we’re creating a more effortless banking experience through automated telephone authentication to help banks and businesses strengthen customer relations and build loyalty.