Minimizing Effort to Maximize Loyalty

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In the digital age information flows quickly and with few barriers. Consumers, your customers, have questions, challenges and concerns; they have high standards and limited patience. The world is their marketplace, and customers today have many options for purchasing products and obtaining services.

The information provided on websites, social networks and through traditional media empowers your customer; they have a voice. At the push of a button, a person expects answers, solutions and resolutions. Knowledge is power and consumers are now better able to evaluate and choose the companies that will best serve their needs – they have power.

The important question is: how easy do you make it for your customers, prospects and partners to work with your organization? The effort required to work with your brand is a critical measure and will determine, in part, your successes and failures.

Download the full white paper, "Minimizing Effort to Maximize Loyalty" by clicking the FREE DOWNLOAD button at the top of the page.


Comments 1 comment

  1. Scott Heitland wrote: (on 12/16/2012 @ 12:43 pm)

    Great article and spot on in terms of what is most important to building customer loyalty.  What customers want more than anything is a low-effort experience.

    The HBR article referenced in the article is based on some very compelling research conducted by the Corporate Executive Board supporting the proposition that the most valuable action a company can take to boost customer loyalty is to reduce the customer’s perception of the amount of effort they have to expend to get their problem or issue resolved.

    Companies and call centers that effectively reduce the customers’ perception of self-effort (using the right combination of agent behaviors, systems, processes and technologies) win the loyalty-generating game every time.  Look no further than Zappos for an example of an organization that has low-effort for customers down to a science.

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