Customer Effort: Help or hype?

Effort is not new but its application to drive customer loyalty is.
Customer effort research has been around since the 1940s but it wasn’t until the 2010 article ‘Stop Trying to Delight Your Customers’ in Harvard Business Review (HBR) [1] that the debate on effort began to gain some momentum. In particular, the HBR paper raised interest in how customer effort (CE) and, in particular, customer effort scores (CES) could be used as
an indicator of customer loyalty...Read white paper