How measuring customer effort saved our service operations

How does a huge company like BT bounce back from a repuational crisis? BT's MD of customer service talks to MyCustomer.com about revolutionising service through customer effort scores. 

BT isn’t the first company that springs to mind when you think of excellent customer service case studies. In fact, the telecoms company has struggled to recover from a reputation of poor service and frustrated customers after a number of structural changes left many of its 12 million customers reeling in anger.

Warren Buckley, BT’s MD of customer service, doesn't shy away from this fact, and he explains that the problems stemmed from the need for the business to separate the network side of the business, which serves telecoms operators such as Sky and Talk Talk, from the customer-facing front side, totally changing the company’s established working practices as a result.

Extreme makeover: Three remarkable customer experience recoveries

Forrester's Harley Manning examines what measures Office Depot, Sprint and Fidelity Investments took to turn around their customer experience and reap financial rewards.

For those still in need of convincing of the correlation between customer experience and financial results, “Outside In: The Power of Putting Your Customers at the Center of Your Business” presents a compelling argument.

Co-authored by Forrester Research experts Harley Manning and Kerry Bodine, the new book not only provides statistical evidence by comparing total returns from a portfolio of customer experience leaders to customer experience laggards, but also via case study examples demonstrating how brands cut costs and/or increased revenue through CEM programmes.

Boasting more than 80 case studies and examples from 15 industries in 16 countries, the evidence is overwhelming, with brands including the likes of Boeing, FedEx, JetBlue and Virgin Media all demonstrating improvements in fortune following customer experience overhauls.