Bryan, Andrew Archives - Ideas for Leaders

Customer Loyalty: Easy Does It

Customer effort research has been around since the 1940s but the debate gained momentum following a 2010 article, ‘Stop Trying to Delight Your Customers’, in the Harvard Business Review (HBR). In particular, the HBR paper raised interest in how CE and, in particular, customer effort scores (CES) could be used as an indicator of customer loyalty. […]

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