If a customer has a problem, how much of an effort (s)he should put in to get it resolved? Can it be Zero? What opportunities it opens up for businesses? This session was presented by Naga Chokkanathan @ CRMIT, Bangalore on 14th October 2016. You can watch the video of this session here: https://youtu.be/ZzJ9_NV6O1Q

1. Zeo: The Zero Effort
Opportunity
Naga Chokkanathan
October 2016
http://www.crmit.com/

2. A Strange Feedback Question

3. Effort?

4. Whose effort it should be?
● Customer’s? Service Provider’s?
● This expectation on customer-driven case creation leads to dissatisfaction
○ Many times customers don’t know they have a problem
■ Internet connectivity
■ Food!!!
○ Even if they know, explaining it in the level expected is too much of “effort” on both sides
■ Modem: Is the green light ON? What about the red light?
○ Customers’ perceived resolution time >> actual resolution time

5. Whose effort it should be? (Contd)
Battle Won; But the
war is most likely lost!
ServiceProviderEffort
High
Low
Low
High
Customer Effort
Too small an error?
Customer gave up on
the service provider?
I hate you...
I love you...

6. Zeo: The Zero Effort Opportunity

7. Zeo: The Zero Effort Opportunity (Contd)
● Why should the customers spend any effort at all to
address a problem they face?
● The Zero Effort Opportunity
○ Can we know when (or before) the customer is facing
a problem?
○ Can we do something to fix it before they even press a
SOS button?
○ How will it impact the customer satisfaction?
○ Will it be more expensive to handle than other
channels? If yes, will it be worth it?

8. Zeo: The Zero Effort Opportunity (Contd)
Customer Effort
ServiceProviderEffort
Service
2.0
Service
1.0
Zeo

9. Zeo: How?
● We need to draw “Failure Journeys” and bring down the number of
touchpoints
● Automated systems exist: Oracle Auto Service Request: When a hardware
fault is detected, Oracle Auto Service Request opens a service request with
Oracle automatically and transports electronic fault telemetry to help expedite
the diagnostic process
● Other (existing) systems can help too, by connecting them as per the “Failure
Journey”: Flight Booking Systems & Check-in Systems
● AI can help
○ Salesforce Einstein: Automatic Case Creation When the user searches for certain keywords
like “Broken”
○ Still not “Zero” effort :)
○ Add IoT : Fitbit battery problem example

10. But, it is not a systems problem
● Shift in mindset will
lead to system changes
● Your customers
deserve a
Zero Effort Response!

11. Resources
1. http://www.merriam-webster.com/
2. Surprised Expression, Hitesh Parmar, CC BY-SA 4.0,
https://commons.wikimedia.org/wiki/File:Surprised_Expression.jpg
3. The Monkey Animal Zoo The Surprise, MeHe, CC0,
https://pixabay.com/en/the-monkey-animal-zoo-the-surprise-409407/
4. Chess king and pawns, Lukas, CC BY-2.0,
https://commons.wikimedia.org/wiki/File:Chess_king_and_pawns.jpg