After years of focus on the "above and beyond" service mentality, CEB’s research of tens of thousands of customers globally across multiple industries and customer types indicates there is virtually no difference at all between the loyalty of customers whose expectations are exceeded in service interactions and those whose expectations are simply met. In fact, the findings indicate customer service interactions are nearly four times more likely to lead to disloyalty than loyalty.
This is because 96 percent of customers who put forth high effort to resolve their issues are more disloyal, but only 9% of those with low effort interactions are more disloyal. Creating low effort customer interactions is the clear goal for the service organization.
Reducing effort starts by measuring and monitoring effort. In the customer service environment, Customer Satisfaction (CSAT) is a weak predictor of customer loyalty. The CEB Customer Effort Score, however, tops the charts with the highest predictive power. Rather than a complex algorithm, the Customer Effort Score is a simple question that service operations can use as a loyalty indicator in the service channel.