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Sary Stefanki, Sr. Director Customer Success, Zendesk
It happens every day to every company—issues that affect customers. From product defects to software bugs, service delays to overcharges. But if these are the only moments customers see, we may be undervaluing the efforts of our brand. Customers want transparency, care, and honesty about the proactive efforts on their behalf. Repeatable Success programs and empathetic people representing your brand will ignite the empathy within your customer base and drive mutual respect, appreciation, and most importantly, long-term business value.
Turn effort into empathy with
Sary Stefanki Brunner
Sr. Director, Global Customer Success
Showing the effort you’re putting into
a relationship is extremely important.
The Illusion of Labor:
Operational Transparency and
the Perception of Value
Let’s break it down.
In their words
“Although automating service and
shielding customers from the
complexities of offerings can promote
adoption, these practices may also
under communicate the value of
services being delivered.”
In the study guys’ words
• Demonstrate the impact of the
labor illusion on service value
• Demonstrate that perceptions of
service provider effort induce
feelings of reciprocity that
together mediate the link between
operational transparency and
- Me, whilst reading
In other words
• People value effort done on their
• People like to know that effort is
• So if you show that effort, people
appreciate it and value the end
Effort = Value
What about all that Effortless Experience stuff?
Consumer effort vs.
“The mere appearance of effort - what
we term labor illusion - is sufficient to
increase perception of value.”- HBS, Buell and Norton, 2011
Showing the effort you’re putting into a
relationship is extremely important.
Our relationship is just beginning…
How operational transparency helps when things inevitably go wrong
Operational Transparency = Relationship Value
A customer story
“We really appreciate the frank discussion of the outage during our bi-weekly
“The decision we made was that in the best interests of the partnership we
have built (and especially as a result of the strong Customer Success re-
engagement and our CSE’s involvement), we are not looking to pursue a
service credit at this time.”
3 “We would rather focus on moving forward with the relationship.”