Chris Dillon
Editor,
Customer Effort Index
Inside Track
We’ve now been measuring and publishing Customer Effort data for two years and one long-term trend is becoming clearer and clearer.
Scores generally are increasing across the board. When we first set out the methodology for the Customer Effort Index three years ago, we – along with our partners at Delineate – outlined what makes for a stand-out customer experience. Factors like the politeness of agents, the knowledge they possess, and the usability of customer websites to quickly find information were considered areas that were important but not a given – a battleground where key differences could be measured.
But as we see average Effort scores grow and grow, it prompts us to question – what’s next for Customer Effort? Looking through the tables this wave, you’ll see there aren't many brands recording worse scores than previously. In fact, you’ll see that a flat score wave on wave is almost as dangerous as a decline in terms of the position the brand ends up on the tables.
It gives us a huge sense of pride knowing that the areas we set out in the CEI are the areas that brands are investing in because they understand their importances to effort, experience and long-term sales.
But perhaps we need to add new areas to the index to find where the differences of the future will be fought and found? We’d love to hear your thoughts.
