I often say it myself and see it in articles of others: "If you have a good customer service, the customer will come back for a purchase and will recommend you to friends." Actually, not everything is clear with this thesis. What is covered by the concept of a service? Polite communications? Twenty-four-hour phone support? Bots in Telegram? Bonuses and discounts? All of these? Or just some of these? And what is "good"? We know the thesis but its practical application is covered with a fog.
Experts from the Corporate Executive Board Co. interviewed 97,000 customers and 400 companies to find out what aspects of the service really affect the customer's decision to stay with the company. As a result, the book "The Effortless Experience: Conquering the New Battleground for Customer Loyalty" was written - step-by-step guide for companies on how to organize support to win loyal customers. The main idea of the book is that the key component to customer loyalty is not the wow-support. Investing in building a service to meet customers' expectations is like fueling a fireplace with money.
Loyalty will not increase exponentially, as expected, but only by 2-3 percent. In fact, customers do not need to be surprised by you. They just want their problems be resolved with no effort from their side. However, as the customers who have been interviewed said, only 16% of companies can do this. As we want to see higher percentage, we have started the series of articles to review the book and investigate the concept of "customer effort". What is it, how to influence loyalty, and what steps to take to reduce efforts. Today, we will cover 4 causes of customer efforts.