turn effort into empathy with customer success

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#RelateLive Turn effort into empathy with customer success

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Page 1: Turn effort into empathy with customer success

#RelateLive

Turn effort into empathy with customer success

Page 2: Turn effort into empathy with customer success

Sary Stefanki BrunnerZendeskSr. Director, Global Customer Success@sarystefanki

Page 3: Turn effort into empathy with customer success
Page 4: Turn effort into empathy with customer success
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Showing the effort you’re putting into a relationship is extremely important.

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The Illusion of Labor: Operational Transparency and

the Perception of ValueLet’s break it down.

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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.”

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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

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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

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But wait.What about all that Effortless Experience stuff?

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

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The experimentsIn a nutshell

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The scienceIn lots of graphs

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“The mere appearance of effort - what we term labor illusion - is sufficient to increase perception of value.”- HBS, Buell and Norton, 2011

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

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Customer Success:Our relationship is just beginning…

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A two-ferHow operational transparency helps when things inevitably go

wrong

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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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#RelateLive

Page 24: Turn effort into empathy with customer success

#RelateLive