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Effort and Conversion: An Inverse Relationship

Laura Pappas

Less equals more when it comes to the relationship between effort and conversion. Contrary to long-held beliefs, the "delight factor" as part of the customer service experience yields less than simply meeting customer needs and valuing your customers' time.

So what makes a great customer service interaction? This 6-minute watch reveals that what customers really want is a quick and easy answer. Companies who offer self-service and/or live chat have been able to prevent customers from having to pick up the phone (more effort for them, more cost to you), and have increased conversion rates by as much as 20 percent.