Rethinking Customer Experience
Customer experience has been getting a lot of attention lately and for good reason. In the increasingly competitive landscape, any advantage must be seized. Studies show an obvious connection between high customer experience scores and high relative stock valuations, as exemplified by the Customer Experience Index. It turns out, though, that there is another critical component to customer experience—‘Customer Effort’. This component carries the risk of disloyalty. It reflects the customer’s perception of the work required to complete a purchase, get an answer or otherwise solve a problem. Customer effort has a big impact on the customer experience and is measured by customers with every interaction. It drives their impression of your company and can drive them away. It is driving companies to rethink customer experience.