Customer loyalty research and touchpoint surveys: Reduce customer effort and improve retention

• Research constantly shows that a key driver of overall customer satisfaction and customer loyalty is a brand that “makes the customer’s job easier”.
• Customer effort analysis assesses the extent to which a brand is seen as actively seeking to make the user experience seamless.
• There is a very strong relationship between performance on the Customer Effort Score and other critical brand health and customer experience metrics.
• In addition to the overall Customer Effort Score and detailed scores throughout the customer journey, the data can be plotted to map the effort a customer perceives to have to put into the relationship versus the effort put in by the brand.

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Written by Nick Hague and Paul Hague, B2B Customer Experience is the essential guide to delivering an efficient b2b customer experience (CX). It provides clear advice on how to plan, map, structure, implement and control an effective customer experience.

The book takes key CX principles from the B2C world and remodels them for B2B. Examining leading B2C companies, such as Zappos, Nordstrom and John Lewis, Nick and Paul outline techniques for creating successful B2B customer experiences, how to build on the strengths of a business and how to engage sales teams with the customer experience program.