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Create an Effortless Experience™

The key to customer loyalty is an effortless customer service experience

Don’t exceed expectations

You create loyal customers by helping them solve their problems. However, customer service interactions are nearly four times more likely to lead to disloyalty than loyalty.

Don't try to drive customer loyalty by delighting customers — exceed their expectations with above-and-beyond service. This strategy is difficult and costly; worse, it fails to deliver a proportionate increase in loyalty.

“This program has increased our center’s feedback culture, and has impacted our collaboration climate for the better.”

Martin Neef

Location Manager, Nuon

Make it easy

Instead of struggling to delight customers, create low-effort customer service experiences. An effortless experience is the key to customer loyalty.

Customer effort is an excellent indicator of customer intent to repurchase and increase spending. To reduce customer effort, leading organizations measure customer effort, identify issues, prioritize customer service investments, create a low-effort environment and manage self-service and multichannel service.

Insights You Can Use

What you think you know about customer loyalty is wrong

Many companies try to drive customer loyalty by delighting customers — exceeding their expectations with above-and-beyond service. Yet this strategy is difficult and costly; worse, it fails to deliver a proportionate increase in loyalty.

Customers dislike customer service

Customers don't like talking to customer service representatives. When they do have to talk to them, it's four times more likely to lead to disloyalty than to loyalty.

Customer service is hurting your brand

Over 28 million people may see or hear bad things about your company in a year because of negative customer service experiences. Imagine the impact this could have on your brand.

The new battleground for customer loyalty

Instead of struggling to delight customers, companies should create low-effort service experiences that help their customers solve problems quickly and easily. Our research shows that reducing customer effort is the most successful way to build customer loyalty.

What is customer effort?

Customer effort is about what the customer has to do and how the customer feels about an interaction. The best organizations deliver a low-effort experience by improving not only operations and processes, but also the skills and capabilities of their frontline staff.

Reps who provide low-effort service

Our research shows there are seven distinct customer service rep profiles. One type is better at naturally providing low-effort customer service. Find out what makes these seven profiles different, and which one wins at providing low-effort service.

Become a low-effort organization

We have developed a suite of solutions to help service organizations improve the customer experience while lowering the cost to serve. Our diagnostic services, insights and tools, and training programs help service and support leaders address the key imperatives of building an effective, low-effort service organization.

Decision-Making Resources


Blueprint for Building a Low-Effort Service Organization

This page outlines the most valuable actions a service organization can take on behalf of its customers and company to reduce customer effort.  

Mapping Tool

Issue-to-Channel Mapping Tool

Identify the channels where your customers are expending the greatest effort (e.g., web, IVR, phone) and which channel offers the greatest opportunity to reduce customer effort.  

Starter Kit

Customer Effort Score 2.0 Starter Kit

Implement the best metric for measuring customer loyalty with key implementation tips and benchmarking data to compare your organization’s performance.

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    Case Study

    Gartner Equips Client’s Front Line With Skills to Deliver Low-Effort Experiences

    As customer service reps are expected to handle increasingly complex service issues, the front line must transform from being reactive problem solvers to consultants and advocates for customers. To deliver an effortless experience, your frontline staff need to develop a new set of critical capabilities.

    Related Resources


    Harvard Business Review: Stop Trying to Delight Your Customers


    Entrepreneur: Delight Your Customers by Being Effortless, Not Over the Top


    New York Times: Relying on Product Reviews? Knowing How a Company Treats Its Customers Is Just as Valuable


    Improve the Customer Experience by Reducing Customer Effort View Webinar


    Effortless Experience Explained

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