Why Clarity is Essential for Customer Experience
June 15, 2015
by Rachad Davis, Content Marketing Associate
Poet and author Oscar Wilde once wrote “appearance blinds, whereas words reveal.” The notion of clarity is one that may seem simple to you, but is that true for your customers? Clarity enables a number of experiences for your customers, including an easy, enjoyable interaction when customers work with you. This is important because 94% of customers who have a low-effort service experience will buy from that same company again.
So, how does a lack of clarity affect customer experience? We can look to insights gathered from a large healthcare company whose opacity left its members frustrated. Customer issues included hold times, the format of premium invoices, and the appearance of their identification cards. As a result, verbal grievances increased 101%, NPS fell 6.42%, and the Complaints Tracking Module (CTM) increased 47%. Using Clarabridge, the healthcare company was able to discern that the majority of their business disruptions revolved around the hold times and format of premium invoices.
Although awareness of business issues is important, what separates companies with great customer experience management programs is enacting measurable and responsive corrections to problems. Looking at customer hold times, Clarabridge found that the majority of members were calling in order to make payments at the beginning of the year. A potential fix for this issue would be to create a way for customers to make premium payments online. Online payment reduces the amount of people who call into the company, which in turn reduces the hold times customers have complained about.
Customers were also confused by their health plan’s identification cards because these cards lacked the coverage year. This minor omission by the company was a major concern for customers. A sentiment analysis by Clarabridge found that ID card conversations made up almost 15% of feedback records and was one of the most negative topics of discussion. This type of confusion has contributed to the small decline in overall performance that healthcare companies have experienced over the past four quarters.
As the aforementioned Wilde quote implies, clear and concise wording goes a long way in providing an easy healthcare experience. Will a difficult service model deter customers, or will clearly-communicated directions guide your customers directly to where they need to be? Regardless of your industry, your business simply cannot afford to provide bad customer service, as it is six to seven times more costly to attract a new customer than it is to retain an existing one.
Where to begin? While there are many ways to overhaul your customer experience program, creating a customer journey map is a surefire way to get a better sense of the aspects of your model that may need clarification. Look to Customer Cartography: The basics of Journey Mapping for more information on how to get started with your journey map.