Optimizes Customer Effort Score on the entire support service process that goes through multiple channels

transcosmos inc. hereby announces that the company will release “CESMO,” its research and analytics service that constantly evaluates customer support experience from the customer’s perspective, in full scale. Building on its contact center business platform, the largest in Japan, and digital marketing business platform, as well as its expertise in those two fields, transcosmos will help companies build a framework for evaluating the customer experience they provide in their customer support “process” that goes through multiple contact channels. “CESMO” assists businesses in optimizing their entire customer support process from customer perspective by constantly measuring the customer experience using indexes such as traditional customer satisfaction scores and “CES: Customer Effort Score” (*1), and creating a dashboard. Ultimately, “CESMO” helps clients drive their initiative for making their customer support services even better, thereby increasing the repeat rate.

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Constant measurement of multichannel customer support process. Why is it necessary?

Multichannel customer support services powered by digital solutions such as AI and chatbot have continued to evolve in recent years. As a result, more and more customers are experiencing a support “process” that goes through multiple channels. For example, they first try to self-solve their inquiries via FAQ and chatbot only to find themselves ending up with call agent support to get their problems solved.

transcosmos’s survey (*2) also found that the customer satisfaction score on the entire inquiry process drops by more than 20 points compared to the traditional satisfaction scores – scores measured by each channel separately – when customers have a negative customer experience, such as long waiting times, unable to or hard to find solutions, and being sent around to multiple contact points. Given today’s world where customer channels have become ever more diversified, it is critical for businesses to consider customer support service from the perspectives of “saving consumers’ time and trouble” and providing customers with an “effortless” customer experience in order to create a greater customer experience.

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For businesses to succeed in this increasingly digitalized world, and serve customers via multichannel that continue to evolve, they not only need to evaluate each customer service channel separately and make partial improvements, but must also take an approach for achieving total process optimization. To achieve the goal, they must holistically evaluate their customer support process that goes through multiple channels from the “customer perspective,” thereby offering an “effortless” customer experience.

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