Here’s my key take away from the 2014 ICMI Contact Center Expo & Conference.
Matthew Dixon was one of our keynote speakers at the ICMI Contact Center Expo & Conference. The video above is nearly identical to his keynote speech witout the Bill Rancic jokes. The speech covers the key ideas of their book, The Effortless Experience: Conquering the New Battleground for Customer Loyalty.
It is by far the best book I’ve read this year. Seriously. It articulates a lot of the things that I’ve been feeling but haven’t been able to articulate. I always tell my friend Darcy that I have all of these opinions and gut feelings but have no way to prove them. I’ll usually make some kind of statement or claim. Sometimes Darcy agrees or disagrees but, since she’s the keeper of our call center statistics, she’s the one who actually crunches the data to either prove or disprove my claim. Besides that, Darcy is really good at running reports and gathering information. But I digress… The authors and their colleagues have actually done the research and their research proves what we have all probably known for a long time: a strategy of delight doesn’t pay, customer satisfaction is not a predictor of loyalty, customer service interactions tend to drive disloyalty (no matter what you do), and the key to mitigating customer disloyalty is by reducing customer effort.
Customer service providers just need to accept that customers don’t want to have to deal with us. They want to take care of their business as quickly and as effortless as possible and be on their merry way.
The book talks about the concept of next issue avoidance, which is something that I’ve been working on for a few years now. Ever since we started collecting data on our repeat calls, this has been a topic of interest for me. I’m so glad that here’s a school of thought now that focuses on next issue avoidance because it’s actually easier for me to wrap my head around that than first contact resolution.
For years I’ve been trying to get at first contact resolution and can’t quite seem to get a metric that makes sense so I started attacking it from the repeat calls perspective. After reading this book I feel somewhat validated. LOL.
Anyway, if you haven’t read the book, I highly recommend it. It’s an easy read. I read most of it on the flight home from San Diego. The examples provided are timely and relevant, and it’s just an enjoyable read over all. Kudos to the authors and their colleagues who helped with the research and contributed to the book. I haven’t been this excited about learning something new in a long time. Thank you.