Why successful businesses make the effort to be effortless

Customers with a choice will always choose the quickest, easiest and least hard work option. Make sure that's your business.

by John Sills

A few weeks ago, I was reminded of just how crucial effortlessness is in creating a brilliant customer experience – whether that company be an old dog, or a Silicon Valley pup full of new tricks.

I was a month into a rather surreal complaint with my unnamed British telecom’s provider, when a ray of hope appeared in tweet form. My pedantic 140-character rant had triggered an alert on a social media monitoring screen, throwing the team into emoji-led action with a response offering apology and help. But the smiley face was as good as it got.

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