turn effort into empathy with customer success

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Turn effort into empathy with customer success

Sary Stefanki BrunnerZendeskSr. Director, Global Customer Success@sarystefanki

Showing the effort you’re putting into a relationship is extremely important.

The Illusion of Labor: Operational Transparency and

the Perception of ValueLet’s break it down.

The ConflictIn 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.”

The ObjectiveIn the study guys’ words

• Demonstrate the impact of the labor illusion on service value perceptions

• Demonstrate that perceptions of service provider effort induce feelings of reciprocity that together mediate the link between operational transparency and increased valuation

“Say wha???”

- Me, whilst reading

In other words

• People value effort done on their behalf

• People like to know that effort is happening

• So if you show that effort, people appreciate it and value the end result more

Effort = Value

But wait.What about all that Effortless Experience stuff?

That’s different.Consumer effort vs. Operational effort.

The experimentsIn a nutshell

The scienceIn lots of graphs

“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.

Customer Success:Our relationship is just beginning…

A two-ferHow operational transparency helps when things inevitably go

wrong

Operational Transparency = Relationship ValueA customer story

“We really appreciate the frank discussion of the outage during our bi-weekly status call.”1

2

“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.”

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