Is customer effort a better predictor of loyalty than customer delight?
Posted by Keith Pearce in Customer intelligence, Customer experience on Thu, 24/03/2011 - 02:32
Tweet
Keith Pearce looks at the implications of the Customer Effort Score compared to the Net Promoter Score.
Few people will argue that the profile and behaviours of the average consumer have changed in the last 18 months. The dramatic slowdown in global economies has had a significant effect on how people make purchases and assess the service they receive.
Recent Contactbabel research, commissioned by Genesys, shows that while service provision has not declined, customer complaints are up 34% in the last year. Customers are just more ready to find fault and speak out about it.
The natural response is for businesses to expend a lot of time, resource and money on enhancing service and trying to ‘delight’ the customer. But does the benefit of ‘delighting’ customers justify this very costly process? Does this strategy build that elusive customer loyalty?
More...
To read the rest of the article you'll need to register a free MyCustomer.com account
With your free account you'll have access to all the articles, get downloads from our extensive library quickly, receive weekly CRM technology and strategy email bulletins and it only takes a minute to set one up,
click here to register
If you're already a member and have forgotten your details click here for a reminder
- login or register to post comments
- Add to a social bookmarking site
