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Reducing customer effort can lead to increased loyalty from "summary" of The Effortless Experience by Matthew Dixon,Nick Toman,Rick DeLisi
The fundamental idea is straightforward: when customers have to work hard to get their issues resolved — when they encounter unnecessary barriers, when they have to make repeated phone calls or website visits, when they get passed from one agent to another, when they have to explain the same problem multiple times — they get frustrated and their loyalty drops. On the flip side, when a company delivers a low-effort service experience, it tends to foster greater loyalty. This may seem like common sense, but it’s not as intuitive as it appears. For one thing, most companies don’t even measure how hard their customers are working. They track all sorts of metrics, from average handle time to first-call resolution rates to Net Promoter Scores, but they don’t capture the one thing that matters most: the amount of effort a customer has to put into the interaction. We need to unde...
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