If #Effortless #Self-Service is the goal, then why do we need highly skilled people working directly with our customers …. because Exertion (# of steps in the process) only accounts for 35% of how Customers perceive the interaction. 65% of how effortless the interaction felt is up to our support organization.
What if your 6am flight got cancelled, and you called customer service and they said, “We can get you on a flight tonight at 9pm.” The interaction might have been effortless, but you would probably be thinking … Hey, what about that flight at noon? Why can’t I be on that flight?
Compare that to a call where the customer care rep said, “I can get you on a flight tomorrow … but hang on, you are an important customer, let me see if I can get you on a flight today.” When the customer service rep comes back with a 9pm flight, you probably feel lucky vs. in the previous experience, you might feel like you were mashed on the next open seat.
This is called “Experience Engineering” - it’s the skill of doing “something”, when there is “nothing” you can do!