How do you measure customer effort? Most customer experience (CX) pros use surveys. While the question text and scale they use can differ, the resulting score measures the level of effort. But we need to move beyond only measuring the level of effort. My new report explains why and gives suggestions for improving customer effort measurement. Check it out here: “Q&A: Customer Effort Metrics — CX Pros Must Measure More Than “How Much’” (paywall). Common effort metrics neglect emotions and expectations Why is asking customers about the level of effort not enough? It neglects the fact that more effort isn’t [...]
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