© Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation What is Friction? The effort customers experience when interacting with your brand. It is the painful barrier that keeps humans from achieving their desired outcomes. EAS measures 5 types of Effort: What is EAS? EAS is a first of its kind tool that integrates traditional quantitative and neuroscience to measure customer effort. Physical: When achieving a desired outcome requires customers to take physical effort. Time: When a customer must go through long waiting periods to achieve an outcome. Cognitive: When processes and touchpoints increase the cognitive load of customers. Perceived: When customers perceive the amount of friction involved in an outcome to be higher than what it may turn out to be.
3 reasons why you Need EAS Customers Love it Easy. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
© Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation Reason #1 Customers walk away when processes and touchpoints are too painful. With EAS, monitor and measure the exact quantum of effort expended by your customers during interactions with your organization. When customers find it easy, 94% customers will do business with you again Know Exactly what to change
Reason #2 EAS is designed to collect information across muiltiple effort dimensions Eliminate not just physical but also temporal, perceived and cognitive friction, to make journeys easy and customers happy. Get the Right picture © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation 64% customers will move to a competing brand due to Friction in experiences.
Reason #3 An intuitive, organisation wide metric that translates into actionable and specific insights meant to improve customer revenue, loyalty and retention. EAS supports multi-lingual deployment and can provide competitor benchmarking. move to Action © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
3 outcomes EAS drives for you © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #1 Customers are willing to spend much more if their experience is frictionless and their expectations are met painlessly, thus increasing your wallet share. Get the bigger Slice Eliminating friction drove additional revenue of ₹6.5 Cr. P.A. for a global life insurance player. (900K USD) © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #2 EAS helps you identify exactly why your customers don’t pay for your services. By eliminating effort from your processes, your customer retention possibilities increase manifold. Keep them close Leading medical equipment manufacturer reduces Y-o-Y customer churn by half. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #3 Know what creates percieved friction. EAS helps you understand the context and needs of your customers. Redesign touchpoints to eliminate complexity and drive the desired outcomes of your customers. Give no reason to complain (Real or perceived) © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation Global leader in electrical and home consumer products enhances brand preference and channel loyalty, driving a wallet share increase of 11%.
How it works Declarative assessment Measures transactional Customer Effort for the following dimensions: Time, Physical, Cognitive & Perceived. Non-declarative assessment Focused on eliciting emotional associations and emotional components of effort for two dimensions: Emotional and Cognitive. The Score The Score integrates implicit testing responses and qualitative declarative answers. It provides a break up of effort across the three components of Time, Physical and Cognitive Effort. It also provides the associated emotions. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation +
© Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation LIFE WITH EFFORT
© Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation LIFE WITH EASE
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