How to Make Your Experience Easy and Gain Growth
I hear things like this when I go into an organization: "We want to delight customers at every moment of contact." I nod my head and smile, but secretly I think it sounds exhausting. Moreover, it is unnecessary in many parts of the experience. People many times do not want to be delighted; they want to be done already. Keeping it as easy as possible for customers to get it done is a direct path to gain growth.
Key Takeaways
Whenever you make customers think about something in your experience, you create what we call Customer Effort. A Customer Effort Score measures how difficult a customer thinks it is to work with you as an organization. Like other Customer Experience measures, deriving your Customer Effort Score involves asking your customers how difficult they thought their experience was and then having them rate it on a scale.
There are a few significant takeaways behind reducing Customer Effort and keeping it as easy as possible.
Recommended Actions
Authors Matthew Dixon, Karen Freeman, and Nicholas Tobin wrote in the Harvard Business Review the article "Stop Trying to Delight Your Customers." There were five principles they shared help organizations reduce the Customer Effort in your experience, which includes:
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