The book “The Effortless Experience” posits that the Customer Effort Score is a good predictor of customer loyalty. This part of the review addresses the shortcomings of the research execution. The description of the survey execution leaves many unanswered questions, and any of these issues would seriously compromise the validity of the research data. By their own admission, the researchers do not know how to write good survey questions, but the issues go far beyond that.
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About Fred Van Bennekom
This author has yet to write their bio.Meanwhile lets just say that we are proud Fred Van Bennekom contributed a whooping 103 entries.
Entries by Fred Van Bennekom
The book “The Effortless Experience” claims that the Customer Effort Score (CES) is a good predictor of customer loyalty. This part of the review addresses the shortcomings of the research model. Since the research model does not include measurements of actual customer loyalty behaviors, that greatly weakens claims that CES is a good predictor of loyalty.
The book “The Effortless Experience” presents a great deal of “findings” to support their argument that companies should reduce customer disloyalty by creating more seamless experiences. The recommendations are logical and are likely to do no harm, but the authors are on very shaky ground claiming their research demonstrates a causal link between customer effort and loyalty – and that therefore the Customer Effort Score is a loyalty predictor.
Survey data are affected by all aspects of the survey process. This article examines the impact of mixed-mode survey — telephone and webform — using actual data from a B2B company’s transactional survey for the research study.
Telephone surveys garner higher scores than the identical web-form survey, caused by a scale-truncation effect. The differences between survey administration modes are amplified by the threshold effects in the “net scoring” statistic. Consumers of survey data, especially when doing cross-company comparisons, should understand the impact upon survey data resulting from differences in questionnaire design and survey administration practices before making decisions based on the survey data.
Why is that local companies with a loyal following falter so often when bought by an out-of-town company? In Boston in the fall of 2013 we lost Hilltop Steakhouse, an iconic landmark on the North Shore.
Great Brook recently kicked off the Customer Loyalty Forum in the Boston area. On March 10, 2010 we held our first breakfast meeting with over 30 people from Boston area companies discussing the merits of the Net Promoter® Score and other issues in capturing and applying customer feedback. It was a very lively discussion with agreement on many ideas but with different practices elicited across the companies in the group. Here are notes from the meeting which I’ve arranged by topic.
The Net Promoter Score is widely adopted and wildly controversial. What exactly is NPS and what are the various areas of controversy for using this survey question as a customer insight metric? This article provides a summary of the NPS concept and the critical concerns.
Sometimes even well honed survey questions don’t measure the underlying attribute that the survey designers want. A recent poll by the Boston Globe about Mayor Menino’s popularity shows a clear example of this. The question attempted to objectively measure how many people the Mayor has met, but the results — when thought through to the logical conclusions — show that the question was really measuring something else.
SwissCom surveys its customers’ experiences with its Pocket Connect MiFi device, which I rented during a stay in Switzerland. This is a real-time video review of the survey as I took it. Learn about the good and bad points of the survey design practices.
Comcast surveys its customers’ experiences with its chat support service, which I used when trying to find out the international calling rates. This is a real-time video review of the survey as I took it. Learn about the good and bad points of the survey design practices.