Effort and Responsiveness in Customer Service Impacts Customer Loyalty
CSM Magazine
JUNE 19, 2019
Researchers from CEB , (now part of Gartner) first discussed the idea that we should stop always trying to delight our customers in 2010. From this research a new customer metric Customer Effort Score (CES) was born. Customer frustration can be exacerbated from a perceived unnecessary increase in effort.
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