Eliminating High-Effort Customer Touchpoints Reduces Cost To Serve By 37 Percent

ARLINGTON, Va., June 13, 2016 /PRNewswire/ -- CEB (NYSE: CEB), a leading best practice insight and technology company, confirms that switching from a high-effort customer service experience to a low-effort one reduces cost to serve customers by as much as 37 percent and can serve as a competitive advantage. This means companies no longer need to make the tough decision of focusing on either improving customer service quality or reducing cost to serve.

CEB's Effortless Experience™ Dashboard provides companies with the visibility needed to assess, prioritize and implement a strategy focused on reducing customer effort. Leveraging a comprehensive customer survey, the Dashboard helps companies improve the overall customer service experience and prevent disloyalty by identifying and eliminating the drivers of high effort and higher service costs.

"Using the Effortless Experience Dashboard, we were able to determine where we most needed to reduce customer effort, allowing us to make the improvements necessary across our talent, processes and technologies to increase customer engagement and loyalty," said Justin Singh, associate director of customer care, LoyaltyOne. "As a result, we experienced a decrease in call volumes of about seven percent within 12 months, yielding a cost savings of more than one million dollars."

"In today's digital age – where customers have more channels and options for engaging with companies than ever – it's critical for businesses to focus on customer effort and the impact it has on all aspects of the customer experience," said Matt Dixon, group leader at CEB and co-author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty. "Defining your brand as easy to do business with is quickly becoming a competitive advantage, and one that leading companies are fast to capitalize on."

Companies seeking to reduce customer effort and increase loyalty can use the Effortless Experience™ Dashboard to:

• Measure the entire customer service resolution journey
• Identify the drivers that are proven to impact customer effort and reduce costs
• Prioritize the best opportunities for reducing customer effort
• Provide a low-effort strategy based on best practices and key opportunity areas to improve the customer service journey

According to CEB's The Effortless Experience high customer effort is a key driver of customer disloyalty. Companies need to stop thinking "exceed expectations" and start thinking "make it easy" in order to build customer loyalty. In fact, CEB research shows that customers who have high-effort service interactions are 10 times more likely to become disloyal.

For more information on the CEB Effortless Experience™ Dashboard or the full suite of customer effort-related solutions, visit CEB.

About CEB:
CEB is a best practice insight and technology company. In partnership with leading organizations around the globe, we develop innovative solutions to drive corporate performance. CEB equips leaders at more than 10,000 companies with the intelligence to effectively manage talent, customers, and operations. CEB is a trusted partner to nearly 90% of the Fortune 500 and FTSE 100, and more than 70% of the Dow Jones Asian Titans. More at cebglobal.com.

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SOURCE CEB

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