HOW TO: Boost brand loyalty by reducing customer effort levels

Make life easy for your customers and you will increase brand advocacy and ROI, says Matthew Dixon, managing director of Corporate Executive Board’s Customer Contact Council

Ongoing economic uncertainty and tough trading conditions have pushed the client experience even further up the corporate agenda, as the battle to retain existing customers and win new ones becomes even fiercer.

New research conducted by Corporate Executive Board’s Customer Contact Council reveals that many common investments to improve the service and support channel are not necessarily paying loyalty dividends. This is because organisations are habitually overstating the impact that exceeding clients’ customer service expectations have on loyalty. The belief that going above and beyond to satisfy customers will ensure their loyalty has led customer service strategies off-target.