Delight your customers, or make it easy for them? How do we reconcile two popular CX books with opposite conclusions – The Effortless Experience vs. The Power of Moments?
Consultancy CEB is the driver behind The Effortless Experience. They conducted thousands of surveys after service calls across multiple industries, and this research led to a clear message: delighting customers doesn’t create loyalty – consistent delivery and easy experiences do. The book offers compelling research to back this up, showing why you need to reduce effort in your service experience. It’s a great read, and I highly recommend it. This book also introduces the second version of the Customer Effort Score, which is their preferred way to measure transactions. According to the CEB, companies earn the most loyalty when they move customers from a low to a moderate score.
The Power of Moments is another great book, and I included a Q&A of the authors here. They use data from rival consultancy Forrester to come to the opposite conclusion – that it’s most important to delight your customers. Forrester similarly conducted thousands of surveys across multiple industries to show that companies receive disproportionate levels of loyalty when they delight customers. According to Forrester, companies earn the most loyalty when they move customers from a moderate to a high Customer Effort score.
Wait, what? How can both be true? Read more