Read Along – ‘The Effortless Experience’- Chapter 4

“Just because there’s Nothing You can Do Doesn’t Mean there’s Nothing you can Do”

The customer’s perception of the experience actually accounts for fully two-thirds of the overall effort equation. Means that how the customer perceives / feels about the interaction matters twice as much as what they actually have to do during the interaction!

A lot of interactions that don’t require a lot of exertion still feel like a lot of effort to customers.

Service orgs might be handling “easy” situations in the wrong way far too often.

Effort – is one-third “do” and two-thirds “feels”

Don’t over-invest in streamlining the physical side of the service experience. Instead, focus on the interpretation or “feel” side of the effort!

Soft Skills

Definition – A code of behavior created to consistently handle customer issues in a friendly, personable, and professional manner that reflects positively on the representative and the company.

They are not a choice or an option – to be applied with every caller, every time.

But Soft skills alone are not enough to move the needle on effort reduction.

In comes –

Experience Engineering

Definition- An approach to actively guide a customer through an interaction that is designed to anticipate the emotional response and preemptively offer solutions that create a mutually beneficial resolution.

‘Experience Engineering’ – means managing a conversation with carefully selected language designed to improve how the customer interprets what they’re being told.

So, sound experience engineering is designed to

  • Anticipate the emotional response of the customer.
  • Preemptively offer solutions that the customer will find agreeable.
  • Finding a mutually beneficial resolution to customer issues.
  • Mainly – when the customer is going to be told they cannot have exactly what they are asking for – easing them into the answer.
  • Arriving at true win-win outcome instead of paying customers with lavish givebacks!

Most companies’ initial forays into effort reduction are aimed at reducing customer exertion.

Can experience engineering be taught ? – Many companies are teaching their reps to do this in ways that are simple to understand and easy even for relatively inexperienced staff to use.

Reframing “No”

Using positive Language. Be truthful, but in a way that doesn’t trigger negative emotional reaction.

“Don’t tell the customers what you can’t do, tell them what you can do”

Positioning Alternatives with Customer benefits

Ask more questions. Do not put them on hold. Find the real motivations of the customer beyond the explicitly stated need. Work with them to present alternates.

  • Don’t be so fast with the “no”
  • Don’t encourage reps to try to explain their way out of a high effort situation.
  • Don’t take the customer’s request quite so literally.

Of those customers whose first request cannot be fulfilled, approximately 10% simply refuse to engage further. The rep does their best to suggest potential alternates using positive language skills. But if they don’t engage, it is the customer’s loss.

Among the remaining requests, a very high percentage of customers are willing to at least consider and even accept a different solution. And it can be achieved by a rep willing to keep the positive momentum going – buying time to learn more about the customer and not going straight to a ‘no’.

Personality-Based Issue Resolution

identify the basic personality characteristics of each customer in the moment, and tailor the interaction to that customer.

Personality Type
ProfileCharacteristic Traits
Actions to do
Feeler
Leads with emotional needs
“I need to feel good about my next steps”
Cooperative
Sensitive
Loyal
Invite their opinion
Provide Assurance
Show personal involvement
EntertainerLoves to talk and show-off their personality.
“Let’s have some fun”
Outgoing
Enthusiastic
Spontaneous
Maintain informal tone
Mention personal information
Focus on the ‘big picture’
ThinkerNeeds to analyse and understand
Take the time to fully explain the what and the why
Analytical
Thorough
Serious
Do not interrupt
Explain processes
Slow down conversation
ControllerJust wants what they want, when they want it
“Let’s cut to the chase”
Independent
Candid
Determined
Directly address issue
Speed up the pace of conversation
Provide clear timeline for result
Bradford & Bingley’s Personality framework

3 thoughts on “Read Along – ‘The Effortless Experience’- Chapter 4

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