Putting the "Fun" in Customer Experience
When faced with the sometimes daunting task of interacting with a company, most people won't say the word "fun" is the first one that comes to mind. I've heard "frustrating" or "time-consuming" many times, but does it really always have to be this way? I came across the video below (some of you may have seen this already) and thought it wonderfully demonstrates the idea that customer behavior and experience can be changed by adding a little fun into the equation: Now obviously this is a simple example, but it speaks volumes about changing the experience for the better with a few simple steps (pun intended). If I take this video and apply it to what we do for our customers at ClickFox, I would say that we examine the paths that customers take in their interactions and try to find the ideal paths that would lead to higher customer satisfaction. We can't necessarily make every interaction more "fun", but we can certainly try to make it more enjoyable. We do this by taking a classic champion-challenger approach. First we find the dominant paths that customers take through a system and see which paths lead to poor results (these may be low CSAT scores, customer retention problems, unnecessary live agent transfers, product returns, etc). By analyzing every step of the interaction across any number of interaction touch-points, we can find the problematic steps and look for better ways to handle them. We then propose a new path and test to see whether or not customers going down this new path have better results. Here's a quick example from a global services company that wanted to test out their payment process and see if there is a different way to collect Customer IDs in order to get a better success rate. ClickFox identified that at the pivotal moment in the payment process (when the customers are asked to chose the method to input their Customer ID) there was a lot of confusion regarding the correct format to use. By analyzing the complete path rather than the process as a whole, ClickFox was able to see that at this step in the process customers were choosing the wrong ID method, retrying multiple times, asking for help or leaving the flow without completing their payment. We also noticed that customers who were able to complete the payment process without issue had noticeably higher customer satisfaction scores than those who got stuck. So not only was this problem impacting revenue cycles and customer experience, it was also making customers unhappy.
ClickFox made several recommendations that were tested by the company on a fraction of the interactions and showed immediate improvements in success rate when choosing Customer ID methods for payment. In the graph above you can see how the new challenger process outperforms the old champion path that the company had in place for several years. The improvement was quite substantial, coming in at 4-6% improvement on a daily basis. Immediately after implementing the new process across all customer interactions, the company was able to realize tremendous ROI. What are you doing to add some fun to your customers' experience? Let us know in the comments. Find out how you can leverage CEA to increase customer satisfaction.