Customer Service Peer Group Meeting 

Approaches to Reducing Customer Effort 
November 01, 2018 09:00 AM - 03:00 PM 
Take away ideas for making the service experience easier for customers by learning about and discussing the customer effort-related strategies and initiatives of other customer service organizations. 

In a sweeping, three-year study conducted by the Corporate Executive Board’s (CEB) Customer Contact Council (now part of Gartner), more than 75,000 customers were surveyed regarding their experiences interacting with contact centers and self-service channels. Among the key findings: Exceeding customers’ expectations during service interactions, or “delighting” them – an expressed goal of many service organizations, has much less impact on customer experience and loyalty than commonly assumed. Rather, what customers are in fact most concerned about is the ease with which they are able to resolve the issue that prompted them to contact a service organization – or the amount of “customer effort” – required.

In the years since the release of that seminal CEB research, many customer service organizations have adopted customer effort reduction as a both a mindset and a strategic goal, redesigning aspects of the service experience and implementing improvements to make customer interactions faster, simpler, more convenient – and more satisfying. However, reducing customer effort is an on-going journey for organizations as service processes continually evolve and customer expectations continue to increase.

Join us for this session where we will discuss and compare approaches to simplifying the service experience for customers. We'll hear from Joe Langer, Director of Global Planning & Support at UWEBC member company Schneider, who will share a case study around his organization's effort reduction strategy. We'll also gain insight from presentations by subject matter experts Tom Lewis, CEO of SmartAction (and former lead of Deloitte's Customer Service National Practice) and Scott Rothman, Director of Effortless Experience Solutions at Challenger, Inc. (formerly CEB, which authored The Effortless Experience and advises clients on effort reduction strategy and execution). Following the presentations, the balance of the day will be devoted to discussion and practice-sharing in breakout groups focused on specific aspects of the day's topical theme of interest to participants.

Participate in Customizing the Agenda: You’ll have the opportunity to play an active part in shaping the agenda for this session – and to maximize its relevance for you – by suggesting and selecting topics for break-out discussions. Once the agenda is complete, you choose the discussions you want to join. This will be a highly interactive session so come prepared to share your questions, challenges and insights!

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.

Agenda Items:
9:00 AM Opening Remarks and Plan for the Day (webcast available)
9:15 AM Expert Insight: Challenger, Inc. (webcast available)
  Scott Rothman – Director, Effortless Experience Solutions
9:55 AM Member Practice Spotlight: Schneider (webcast available)
  Joe Langer – Director, Global Planning & Support, Schneider
10:25 AM Break (not webcast)
10:35 AM Expert Insight: SmartAction (webcast available)
  Tom Lewis – Chief Executive Officer, SmartAction
11:20 AM Develop Agenda for Breakout Discussions (not webcast)
11:45 AM Lunch (not webcast)
12:45 PM Breakout Discussion Instructions (not webcast)
12:55 PM Breakout Discussions – Segment 1 (not webcast)
1:35 PM Breakout Discussions – Segment 2 (not webcast)
2:15 PM Breakout Discussions – Segment 3 (not webcast)
2:50 PM Regroup for Takeaways/Actionable Ideas & Wrap Up (not webcast)
3:00 PM Adjourn (not webcast)
Gordon Dining and Event Center, Second Floor 
Jen Anderson, 608-890-1406, 

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The Business Best Practices & Emerging Technologies Conference is Wisconsin's premier knowledge-sharing and networking event for business leaders from well-known companies in Wisconsin and the Midwest.

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