January’s CX Network Advisory Board discussion raised the importance of recognizing the difference between desigining ‘wow’ moments in a customer journey, that go the extra mile to delight, and good CX hygiene, best practice that provides frictionless and convenient interactions.
This comes as studies have revealed that in fact delighting customers by exceeding their expectations (e.g. by offering a refund, free product, or free shipping), only makes customers slightly more loyal than when brands efficiently meet their needs. The real boost in loyalty comes from reducing overall effort.
Rather than pouring resources into expensive strategies to 'wow' customers at every turn, to build loyal customers brands should instead concentrate on reducing customer effort.
Access this ultimate guide to customer effort scores (CES) to build effective customer engagement strategies that generate loyalty-winning, frictionless customer journeys.
Download this 45 page ultimate guide to:
- Access tips on how to optimize surveys
- Understand how to best track customer effort score
- Find out how to spark progressive business cultures around customer effort scores
- Unlock targeted methods to improve customer effort scores
- Learn from the likes of BT, Vend and Hawthorn Suites