Gartner Research

The Case for Measuring Customer Effort

Published: 08 February 2019

ID: G00705680

Analyst(s): Customer Service and Support Research Team


The right metric is a powerful tool for measuring customer service experience and driving service improvements. Customer service and support leaders should build the business case for measuring customer effort — a critical step on the path to becoming a low-effort organization.

Table Of Contents

Metrics Drive Accountability

Predictive Validity

Customer Effort and Loyalty

Customer Effort and Cost Savings


Effort Drivers on the “Do” Side

Table 1: “Do” Factors That Significantly Impact Effort

Actions to Reduce Effort on the “Do” Side

Learn Where to Guide

Learn How to Guide

Learn When to Guide

Actions to Reduce Effort on the “Feel” Side

Hire the Right Profile

Develop Rep Skills

Measure Rep Performance

Enable Rep Judgment


High Purchase Ease in Sales

Easy Brand Experiences in Marketing

Next Steps


Recommended by the Authors

About This Research

Presentation Deck


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