Written by Monique Jansen for Buljan & Partners Consulting
Just before Easter, I engaged in an interesting LinkedIn conversation in the “CRM&CEM professionals” group, triggered by an excellent article written by Sampson Lee, in which he questions the purpose of reducing customer effort.
In the article, the focus of companies on reducing customer effort is challenged. Sampson claims that by making customers ‘sweat’ - allowing Good Pains - resources can be channeled to their Branded Pleasures. That is why IKEA, Starbucks, Louis Vuitton, Southwest Airlines, Sukiyabashi Jiro and other great brands are able to deliver a highly memorable and branded experience.