We’re both celebrating the official launch of Customer Effort Index and one year of the Customer Effort Index.
While this wave’s data (Q3 2024) marks the first that we are promoting publicly, we have been busy analysing the data the CEI offers since Q4 2023. Considering that each wave contains 18,000 interviews and each quarter we roll another 4,500 on, with oldest ones dropping off for consistency, we can proudly take insights built off the back of 31,500 interviews to the market.
The results in the Customer Effort Index are truly fascinating. As the Index provides a measure of what customers think about individual brands, the CEI is a great leveller. It’s for this reason that a company like Argos, with a turnover of £4.16bn, can achieve a better score than the likes of Apple ($382bn) and Amazon ($591bn). Customer Effort is not a measure of financial power, it’s a measure of doing a set few things that customers expect well and being straightforward to do business with.
Marketing gimmicks, product innovations and company culture are all very important – but not to the Customer Effort Index. Frankly, we couldn’t care less how dazzling a company's pipeline is or how well manicured its CSR credentials are. Other sources measure those things well – the CEI does not claim to be a total measure of company success.
Instead, what awaits across these pages in a laser-focused view on customer communications, a fundamental driver of brand loyalty.
So get stuck in and please do reach out to the CEI editorial team with any questions. We look forward to connecting with you.
