Are Companies Serious About The "Effortless Experience"?
It's a popular buzzword, but is it a serious CX action point?
Customer management leaders are constantly introduced to new buzz words, trends and best practices.
But are they taking them seriously? Our new CCW Fall Executive Report answers that question.
The report features the debut of our "heat map" feature, in which we identify whether businesses value -- and plan to focus on -- "trends" like the effortless experience, social customer care, personalization, lost customer follow-ups, analytics and more.
You can access the heat map -- and many other exclusive findings, analyses and case studies -- in our CCW Fall Executive Report. It's free to download!
An excerpt of our section on the effortless experience follows:
Heat Map: The Effortless Experience
The “effortless experience” is one of the trendiest topics in customer management.
Customer management leaders are taking it very seriously.
Only 1% of organizations believe it is “unimportant.” Only 1% plan to scale back their focus on customer effort.
Comprising over 97% of business, the remaining organizations feel the “effortless experience” warrants meaningful attention.
Fifty-four percent of organizations are already investing in the effortless experience – and plan to either maintain or increase their investments. Twenty-five percent plan to begin focusing on reducing customer effort. The remaining 19% recognize its importance but do not have any major investments planned for the next year.
Heat Meter: The “effortless experience” is a pivotal focus for businesses. Nearly all recognize it as important, and about 75% are actively working to reduce customer effort.
It is nonetheless interesting to note that 20% of businesses value effortless experiences yet have no plans to offer them. Businesses are now competing on the customer experience; why are one-in-five willing to forfeit an element they deem important?
The hesitation is particularly surprising in this case; initiatives that reduce effort often coincide with efforts to boost operational efficiency. The “cost” inhibitor that prevents investment into new technology is, therefore, not necessarily a factor.
And if cost is not a factor, what is?