Working Hard to be Understood | 2

(18th June 2020)

Customer Effort

A concept that has begun to gain prominence over the last few weeks is that of customer effort, with the customer-business relationship going through some changes due to the lockdown. To examine the concept of customer effort is to really empathise with your customers, to imagine yourself in their shoes, going through the necessary steps to complete a purchase on their end. It is as if to fully traverse the buyer’s funnel from start to finish.

The main metrics currently used to measure Customer Effort are the CES (Customer Effort Score), the NPS (Net Promoter Score), and Customer Satisfaction. For a full and balanced idea of true Customer Effort, all three should be implemented. However, not all three are always needed for smaller businesses.

On the off chance that a customer leaves a transaction feeling unhappy, the business must make sure to close the circle. Which is to say, fully understand what could be improved to avoid the same unfortunate situation. The main objective is to ensure that the same customer would leave the same transaction happily in the future.

A business that enjoys high customer effort will also enjoy more repeat purchases from customers, and a more loyal customer base for the long-term.

Improving Customer Effort

The quest to improve customer effort is one that many a business has embarked upon. The main way to improve a Customer Effort is dependent on the model of the business. If a business relies heavily on staff-customer interaction for its effort, then improving the way staff interact with customers should be the path to follow. Quality assurance should be another area of interest, as a high quality of product almost guarantees an improved customer-business relationship, leading to repeated customer effort in subsequent purchases.

As previously mentioned, righting any wrongs that have soured a customer relationship is a must. Especially for smaller businesses, the spread of a poor experience by word of mouth or social media can be catastrophic.

New ways of measuring and improving Customer Effort are constantly being developed and refined. Cognitive, time and emotional efforts are new concepts being pioneered to measure customer effort and would definitely be things to look out for in regard to new customers.

The quest to perfect the customer experience is always ongoing, and we can only hope to get it as good as humanly possible

André F. Nisin is a French entrepreneur and businessman.

After studying at La Sorbonne, King’s College London and Trinity College Dublin, he worked in the software industry for several years. In 2018, he founded Gusoma Technology and Gusoma Publishing Companies.

Tune into André Fouda Nisin’s daily webinar to hear him discuss more about the importance of language and how we can change the narrative.