Maintaining customer loyalty is a very cost-effective way and is better than acquiring a new customer. But it is not easy to gain long-term loyalty from customers. Customers get distracted by factors like competitive pricing, better features of products, or even a better customer service experience. Customer effort is a part of customer loyalty and customer efforts reflect how easy it is to be successful with your product or service.
Here is how you can measure customer efforts –
- Gather feedback – Customer feedback is a great source of customer effort scores. You need to directly collect feedback from customers and ask them about their experience. It is not possible for you to get all the information as it is difficult to gather it at each touchpoint. So, it would be convenient to ask for feedback at the closing of a support chat.
- Learn from existing customers – It is also possible for you to get customer effort data from customers who decide to stop doing business with you. Offering them an exit survey when they unsubscribe might be of great help to you.
- Analyze the journey of customers – You can do your own research by following the journey customers take with you. Identify the major points where customers need to put in their efforts. You can even make use of corresponding metrics to support your analysis. These metrics would also help you to point out your user flow issues.
- Make use of customer support data – Your support system can help you get a huge amount of customer effort data. Analyze the questions, and problems that customers mention in their support tickets, emails, or in the app chat. Paying attention to the issues that occur every now and then might help you to reduce the customer efforts.
Not only the quality of your products or services but customer loyalty also depends on how easy you make it to use it. Effortless journey makes the journey of a customer rewarding and turns them into loyal customers.