Customer Effort Success Stories

In 2010 CEB published an article in Harvard Business Review, "Stop Trying to Delight Your Customers." In our recent follow-up story, CEB explores how companies have reduced customer effort in their organizations by following some of the principles in the article. The resulting 'Idea in Practice' illustrates how two companies formed teams, got buy-in and implemented low-effort initiatives. In particular, American Express Consumer Travel Network (CTN) and Reliant share their experiences, lessons learned and tips to get you started. Complete the form to download the full article to learn more about each company's story.

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