When it comes to brand loyalty, customers punish companies that fail to live up to their promise, but reward companies that deliver the best experience. Increased effort whether that means waiting on the phone for over an hour, explaining a problem to multiple agents, or failing to resolve an issue independently frustrates customers and encourages them to find alternative options. The amount of effort customers exert as they interact with a companys products and services is therefore a crucial driver of overall satisfaction and loyalty. In addition to being a strong predictor of loyalty, effort can also reveal pain points within a customers journey, even if overall sentiment towards the brand is positive. For companies looking to reduce customer churn and improve overall experience, measuring effort cannot be overlooked. In fact, a Gartner study suggests that customers are four times more likely to become disloyal to a brand after an effortful experience with customer service.
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