Get Fair or Fail: Why Fairness is Key to Business Success

Acknowledgement of customer experience (CX) as a driver of business performance is at an all-time high, with most companies making significant investments to meet their customers’ needs. But for many the question remains; how do you choose which customers or situations to prioritise?

Get Fair or Fail: Why Fairness is Key to Business Success

The author(s)

  • Jean-Francois Damais Research Director
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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 intervention will be to gain your organisation 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?

The author(s)

  • Jean-Francois Damais Research Director