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Don't Make Me Work: Reducing Customer Effort Enhances Business Results

SingleStone's most recent Customer Research Lab report tackles customer effort, its key drivers and its impact on business results.

by Gray Hollins

The cost of customer acquisition can be steep, time consuming, and involve every arm of an organization. Imagine finally making the sale, only to lose that new customer because completing a simple task like registering their product online required too much effort.

That’s the scenario we put to the test in SingleStone’s most recent Customer Research Lab study: Don’t Make Me Work: Reducing Customer Effort Enhances Business Results

The Study

Divided into three groups, 330 participants were asked to navigate an ecommerce website to register multiple products. The instructions and product information were identical; however, each group experienced a different level of effort – low, medium or high – to register the products. We believed that a high effort customer interaction in the digital channel would result in negative brand impression and decreased purchase intent.

Feedback from our participants revealed interesting findings around:

  • The impact of customer effort on brand perception and intent to purchase
  • The drivers of customer effort in the digital channel
  • Where to focus investment in customer effort reduction
  • The results reinforced our belief that a customer experience is great only if customers can interact with a company in a simple, consistent way.

Measuring, monitoring and reducing customer effort is an excellent tool to assist in the journey towards great customer experience.

The results reinforced our belief that a customer experience is great only if customers can interact with a company in a simple, consistent way. Measuring, monitoring and reducing customer effort is an excellent tool to assist in the journey towards great customer experience.

How much do you think customer effort impacts brand perception? Purchase intent? Take a look at the study and let us know what you think. We’d love to hear from you. 

Learn more about our Digital Engagement solutions.

Gray Hollins
Gray Hollins
Senior Consultant
Contact Gray