Customer Effort – A global metric to drive customer loyalty

Prof Moira Clark and Andrew Bryan have followed up the original Harvard Business Review article on customer effort with fresh research in the UK and demonstrate strong support for saying that ‘easy’ scores are well worth the effort.

When Harvard Business Review (HBR) featured an article back in 2010 called ‘Stop Trying To Delight Your Customers’ it flew against many of the things we have held dear about customer satisfaction and loyalty. It introduced “Customer Effort (CE)” as the new kid on the block and there were many questioning the value of another customer metric. The HBR paper from the Corporate Executive Board (CEB) raised interest in how CE and in particular, customer effort scores (CES) could be used as an indicator of loyalty.

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Take a look at these articles, videos and links
BT Retail Awards Case Study 2013: Making it easy for customers
Customer Effort - the original Harvard Business Review article
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