Forget CX: Measure "Ease of Doing Business" Instead

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Customer Experience is the new black. NPS and Loyalty are the new shiny. Companies are investing millions in improving CX. But our research indicates customer loyalty is simply the wrong thing to be measuring. It is hard to correlate loyalty metrics with business results. It doesn’t measure actual customer behavior—and therefore a limited predictor of desired outcomes.

And even more important, "Ease of Doing Business", or customer effort, is a gating factor, preventing loyalty gains. If every customer interaction is pure friction, bureaucracy, process, or wasted time, there can never be real loyalty.

Our research shows that becoming easier to do business is perhaps the single most important thing that organizations need to work on to create value not only for their customers but also for their own business. Reducing customer effort can reduce costs by 37% and induce customers to spend 88% more.

Tune in on January 15th and learn about things such as:

How a focus on "Ease of Doing Business" can yield greater near-term gains than loyalty
Ways in which you can identify the critical drivers of "Ease of Doing Business"—and how to engage employees to solve problems
How you can measure "Ease of Doing Business" & customer effort

January 15th, 2019 11:00 AM PST, 2:00 PM EST, 7:00 PM GMT

Brought to you by:

Curtis Bingham, CEO, Chief Customer Officer Council

Curtis N. Bingham is recognized as the world’s foremost authority on chief customer officers, having helped more than 200 including those from Coca-Cola, Nationwide, MetLife, Oracle, JetBlue, and other marquee organizations. Curtis helps anchor customer strategy in tangible business outcomes, ensuring customer programs yield powerful operational and financial results. He helps companies acquire and retain their best customers and maximize value realization as they become easier to do business with by reducing customer effort. Executives around the world have relied on Curtis’ unique insights in innovating customer strategy.

Curtis is founder and CEO of the Chief Customer Officer Council, the first peer-led advisory group for CCOs. He has published the Customer Performance Framework, a powerful model that anchors all customer strategy in seven leading indicators of the CEO goals. As well, he published the CCO Roadmap a groundbreaking work that assists companies achieve profitable customer-centric revenue growth.

A sought-after international speaker, author, and consultant, Curtis is passionate about creating powerful customer strategies and trusted for his business acumen, actionable insights, and commitment to measurable business results. He authors The Bingham Advisory: Strategic Advice for the Chief Customer Officer, CEOs, and Boards of Directors and is a regular contributor to national business media and his strategic insights have appeared in Forbes, The Handbook of Business Strategy, 1to1 Magazine, and dozens of other publications. He has received top thought leader in customer trust and top influencer in customer success awards from a number of organizations.

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