Joy & Happiness Begin with Ease of Use
I remember one Christmas, when I was about 9 years old, my Dad got me this super sweet, radio controlled car. It was the top thing on my list that year and I tore into the packaging like a Tasmanian devil. I remember being so excited that I hugged my Dad and asked if I could go play in the driveway, completely ignoring the other presents. I think I played with that car until the batteries died, or at least until my Dad yelled out the window that I should probably put some pants on.
The thing that made this toy so enjoyable was it was easy to use. I didn’t have to assemble anything, read a manual or take a class to understand how it worked. I could just jump right in, riding the high of my shiny new toy.
Too many things
Had my Dad gotten me something that needed to be driven using the controller below, my initial excitement would have dwindled as I tried to figure out how to operate the car. There would have been tears, and “Christmas would be ruined.”, and Mom and Dad would’ve finished off the egg nog a little early.
Installing, setting up, learning, and using new software can be challenging. I wanted to share a few learnings, from my own experience, that may help you in your own research efforts.
Getting started is hard
Looking at our customer journey there are many different touch-points where feedback is gathered. Honing in on the “Use” touch-point for customers in early adoption, I have found feedback that allows me to segment customers into the following buckets is most helpful in turning insights to action.
- Low tolerance: Will contact support very quickly.
- Medium Tolerance: Will typically try to self-help first, but depending on how difficult it is to track down an answer they may contact support.
- High tolerance: More likely to search for the solution on their own.
- No Tolerance: Highly likely to churn.
The idea is to figure out how to move low tolerance customers up the ladder. Focusing on this segment specifically should positively influence the other segments as a result.
Supporting low tolerance customers
Low tolerance customers will always seek to contact you first. Identifying high contact drivers that also have a high First Contact Resolution is the first step. This work comes from the EASI model discussed earlier.
High contact / FCR items are most often found in the automate bucket. These are typically things that customers should be able to do on their own. Sometimes they require technology and sometimes they just require an improved workflow or better knowledge and support.
Installing, setting up, learning, and using new software can be challenging. Identify opportunities to simplify this process by looking at your high contact drivers with high FCR. These are typically your low hanging fruit to success. In addition to improved engagement and higher retention, a benefit of this strategy is possible contact reduction or improved ability to support tougher more technical issues.