IPSOS LOYALTY: Are Your Customers Working Too Hard

Jean-Francois Damais shows that measuring customer effort in isolation is not enough. While it does link to customer outcomes, it is the Customer: Company Effort Ratio that really matters.

This new white paper follows an Ipsos study that found that over half of customers believe they are working harder than companies to fix problems following a negative complaint or incident. It outlines what companies need to do to optimise the Customer: Company Effort Ratio to maximize Loyalty.

The Customer:Company Effort Ratio, which takes both perceived customer and company effort into account, is three times more predictive of a customer’s propensity to use the company again following a negative experience than the customer effort score alone.