Success, effort, emotion. Oh my!

The quality of experience a customer has when interacting with your company can impact your business results; positively if the experience is a good one, or negatively if the experience is less than optimal. Learn more about three specific attributes that can be used to measure the quality of a customer interaction, and how intelligent self-service technologies positively impacts those attributes in this six-part blog series.
Great customer experiences drive positive business results.

The days of the customer service window are long gone. Today, the smartphone serves that purpose. Customer interactions with your company can occur at more touchpoints than ever before, including web, phone, email, text, and with live customer service agents. The quality of the experience a customer has when interacting on any of those touch points directly affects customer satisfaction levels and business revenue.

In fact, McKinsey and Company research indicates that by hitting many of these touch points during a typical interaction process with your company, customers create clusters of interactions, the overall quality of which in aggregate creates a cumulative experience. McKinsey found that maximizing satisfaction with this cumulative experience “has the potential not only to increase customer satisfaction by 20 percent but also to lift revenue by up to 15 percent while lowering the cost of serving customers by as much as 20 percent.”

This cumulative experience needs to be closely measured, managed, and optimized in order to maximize positive business results for your firm. So how does one go about doing this?

Recently, another analyst firm, The Temkin Group, released a report titled “2016 Temkin Experience Ratings.” The report, a cross-industry, open standard benchmark of customer experience, details the results of asking 10,000 consumers to rate their recent interactions with 294 companies across 20 different industries. Temkin then analyzed and rated these consumer interaction experiences across the following three key attributes, or dimensions:

  • Success: Was the consumer able to accomplish what they wanted to do?
  • Effort: How easy did the consumer find it to interact with the company?
  • Emotion: How did the consumer feel about the interactions?

Based on these attributes, the firm created a Customer Experience Index and ranked the companies in the study by their strength or weakness relative to the index. Clearly, to maximize positive business results, a company would want to be strong (i.e., at the top of the list) relative to the Experience Index.

We, here at Nuance, agree success, effort, and emotion are important measures in determining how your customer experience is performing. In fact, the value we deliver to our customers aligns well against these dimensions.

Providing innovative, intelligent self-service technology solutions to enable excellent customer experiences which drive up customer satisfaction and business performance is a core value proposition that Nuance delivers.

As such, my colleagues and I decided to write a blog series in response to this year’s Temkin report. In the upcoming blog posts in this series, we’ll detail how Nuance solutions can help your firm deliver strong, positive experiences across the dimensions of success, effort, and emotion to help deliver positive business results. Stay tuned for more on what success looks like and three tips to achieving it, how to create an effortless experience, and the role emotion plays in customer loyalty.

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James Mastan

About James Mastan

James Mastan is Director of Solutions Marketing in the Nuance Enterprise division, and has over twenty years of high-tech marketing experience. Previously, James held various marketing leadership positions at Microsoft and more recently founded and ran a marketing consulting company and a mobile application start-up company.