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Customer Effort

Customer Effort


Customer Effort as a Mindset and a Metric

At this year’s CCExpo, we had the pleasure of sitting down with Martin Hill- Wilson, Customer Service and Customer Experience Strategist. In this short video, Martin explores the notion of customer effort and how this new metric is finally starting to come about in the way businesses view their processes and most importantly their customer service.

Customer effort is an ‘outside-in’ experience metric that is highly relevant to where we are at, at this point in time in the industry. Customer journey planning is starting to gain interest and importance in the contact centre and creating a journey based on the customer’s needs and not the organisation's, is appearing at the forefront of business strategies.  

So far, businesses have been looking at customer experience from the inside out. They have based their customer service and customer journey according to their internal systems and what is most achievable and convenient instead of providing a service that fits the customer’s needs. Many of the ways in which companies invite the customer to engage with them is prioritised by their internal capabilities and requirements and not by those of the customer.

We have heard it time and time again in today’s multichannel world, voice is still the preferred way for the customer to communicate with a business. However, we need to ask ourselves why. Is it really their preferred way, or is it the only way they feel they can reach their preferred outcome? If organisations were better equipped to deliver and answer the customer’s needs via other channels, would voice still remain the preferred one?

Companies such as Amazon, BT and Zappos are great examples of organisations that have analysed their customer journey as a whole to ensure every part fits in perfectly with what the customer wants instead of what is easy for the organisation.

Nowadays, companies have access to a number of technologies to help them actively anticipate areas that require greater customer effort and then work on reducing it to support an easier customer journey.  

For more information from Martin Hill-Wilson, check out