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. […]
Author: Bryan, Andrew
Socially Aware, Media Savvy: Social Media Strategy
Companies can no longer control their communications with their customers. Social media tools have enabled information to be generated from within the marketplace by consumers themselves. This shift of power presents significant challenges for companies that fail to come to terms with it. But for those that do embrace social media, the rewards can be […]
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