Press Release

CEB Webinar to Highlight Critical Steps to Increase Loyalty and Reduce Customer Effort
Executives from American Express and Reliant Share Proven Practices for Getting Corporate Buy In and Measuring Success in Customer Service

ARLINGTON, Va., Feb. 1, 2012 -- Corporate Executive Board (CEB) (NYSE: EXBD), a leading research and advisory services company, will convene a webinar to outline critical changes organizations can make to drive customer loyalty by decreasing customer effort. For companies seeking loyal consumers, reducing customer effort—not delighting the customer—is the most effective approach a contact center can take. Featuring officials from American Express Consumer Travel Network and Reliant, the session will explore what truly matters to customers in a service interaction and what can companies do to deliver a high-quality experience.

Based on extensive CEB research findings featured in Harvard Business Review, webinar participants will share how they worked creatively to secure buy-in for their initiatives from both frontline reps and senior management.  In addition, they will outline how they have been able to achieve a Customer Effort Score, the amount of effort customers exert in the service experience, that is significantly lower than the industry average. 

The webinar will outline how to:

  • Engage both frontline staff and senior leaders to obtain buy-in for low-effort initiatives
  • Equip your customer reps with the tools and permissions they need to succeed
  • Build accountability into low-effort initiatives by aligning a dedicated team
  • Become a low-effort organization, and what to do first



American Express Consumer Travel Network, Dave Magnan, senior manager, Customer Experience
Corporate Executive Board, Peter Slease, director, and Lara Ponomareff, research director
Reliant, Suzie Dieth, manager of Customer Experience



Based on CEB research, leading executives from American Express Consumer Travel Network and Reliant will share lessons learned as they implemented organizational change to increase customer loyalty by reducing customer effort.



Thursday, Feb. 2, 2012
11:00 a.m. to 12:00 p.m. EST



Register for the online webinar via the following link:



According to CEB's survey administered to more than 75,000 customers around the globe, exceeding expectations during service interactions actually has negligible impact on customer loyalty. CEB findings indicate 96 percent of customers who put forth high effort to resolve their issues are more disloyal—an eye-opening number when companies consider that 59 percent of customers report moderate-to-high perceived additional effort in a service interaction. In aggregate, customer service interactions are nearly four times more likely to lead to disloyalty than loyalty.

FOR COMMENT: If you are a member of the media who would like to schedule a briefing with CEB or webinar participants, please contact Shannon Eckhart, or 571.303.4508.

About Corporate Executive Board

By identifying and building on the proven best practices of the world's best companies, Corporate Executive Board (CEB) helps senior executives and their teams drive corporate performance. CEB offers comprehensive data analysis, research and advisory services that align to executive leadership roles and key recurring decisions.  CEB tools, insights, and analysis empower member companies to focus efforts, move quickly, and address emerging and enduring business challenges with confidence. CEB's client and member network includes 85 percent of the Fortune 500, 50 percent of the Dow Jones Asian Titans, and 70 percent of the FTSE 100.   It spans more than 50 countries, 5,300 individual organizations, and 225,000 business professionals. For more information, visit

Contact: Shannon Eckhart
Corporate Executive Board

/PRNewswire - Feb 1, 2012/


SOURCE Corporate Executive Board