In 2014 and 2015, we saw companies start leveraging the Customer Effort Score (CES) for predictive measurement of the customer experience and customer loyalty. The theory behind the metric is that customers don't want to put forth the effort to switch channels, call back, wait on hold, be transferred, and push 25 buttons. If you can reduce customer effort, you can increase customer loyalty. Study results published in the Harvard Business Review state that low effort scores led to a 94% likelihood to repurchase and an 88% chance to increase spend. At the core of the customer effort methodology is the principle that we should focus on reducing bad experiences and not waste our time and resources on creating "wow" that has no imperial ROI. In 2016, we foresee practical customer engagement solutions designed to balance the moments that matter with each consumer with the required business results to grow revenue and retain customers while reducing operating expenses.
Low effort scores led to a