In 2016, after extensive research in the USA and Australia, Ipsos Loyalty introduced a CX metric called the Customer:Company Effort Ratio (C:CER) in an article called ‘Are Your Customers Working Too Hard?’. C:CER proved to be three times better at predicting the likelihood of a customer using a company again after a poor experience or complaint than the ‘Customer Effort score’ alone.
Now, new research in 14 UK service sectors further validates the findings of the original R&D, shedding new light on why it is crucial for organisations to get the perceived balance of effort right.
Download ‘Get Fair or Fail: Why fairness is key to business success’ now to discover how to judge what incidents are critical, which customers are expendable and what the most suitable and cost-effective response or intervention will be cost-effective and give you a competitive advantage.
All customer complaints are equal. But some are more equal than others. The challenge is to be fair to all of them – fair enough?