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January 10, 2009


Matt Dixon

To briefly respond to your question, the Corporate Executive Board’s study did in fact find some differences in customer effort by service category, in addition to few other notable areas including differences across industry and differences in the methods that customers use to contact service groups. As expected, there is increased effort in interactions that are classified as problems or complaints versus simply checking the status of an account, making a purchase, or other general inquiry. Industries such as travel, leisure, and shipping/express tend to cause the most effort (issues like changing flight or hotel plans, or tracking a package you are eagerly awaiting) whereas industries like retail and consumer products cause the least effort. The highest effort inducing industry we found was in high-technology – not a huge surprise here given complex technical issues. Lastly, in methods to contact a company, we found that web interactions cause the least effort, whereas phone and e-mail interactions cause the most. An important note here is that customers using multiple contact methods tended to put forth much greater effort than those only using one contact method. Other highly significant sources of customer effort are generally repeating information, needing more than one contact to resolve an issue, transfers to other reps or departments, and generally asking customers to take on unexpected work (for example, completing and faxing a form with a signature).

Wichard Noppert

very interesting article, unexpected point on why customers are loyal and why not. Some of the points mentioned are very recognizable. I can use that for my customers and my company.


Fred Lewis

I found this article very interesting and want to know more...
I am one to give under the disloyal work put on me to get help with my product or my money.

Hesham Hassan

Dear All,

I have another questions please that needs to be answered here! At what stage during the service process we can use the below “single question to measure and predict a company’s financial performance?

”How likely are you to recommend our company to a friend or colleague?”



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