Consumer companies are diligently working on ways to reduce the amount of effort customers must expend to get what they want and have their issues resolved. According to research conducted by the Corporate Executive Board (CEB), excessive customer effort is a key driver of dissatisfaction and disloyalty. Compared to the aspirational goal of “customer delight,” customer effort can be measured and improved.
Professional service firms can learn from and build on such insights to enhance their client relationships. In a professional services engagement, loyalty and contract renewals revolve around long-term relationships and performance reviews. Reducing client effort and minimizing hassle—at all levels of a client engagement—can drive long-term loyalty.