We have a new market leader for Customer Effort. Chase Bank has overtaken US Bank to top the US Financial Services rankings.
It is now the frontrunner in all four pillars, with the biggest gap seen in Style of Communication. Clearly the way that it is imparting information in a timely, convenient and accessible way is resonating with its US consumers.
Notable mentions this wave go out to USAA Bank, Wells Fargo and Capital One, which are now all joint second – indicating just how tight this market has become for Customer Effort.
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Last updated: Oct 2024Next update: Jan 2025
As an industry, the weakest scores for Customer Effort are recorded in the Speed of Resolving Problems pillar – a particularly sensitive area for consumers when it comes to businesses that deal with their money.
We say
This was the pillar that condemned US Bank to second place this wave and we’ve seen organisations plummet throughout this year by dropping points in this pillar. If it’s not your CX focus in 2025 then you may lose out.
Customer Effort Scores for the quarter are presented in the rankings, ordered by highest Overall Effort Score first, to show which brand scored highest with its customers for that period. Individual brand ratings against the four pillars take us underneath that Overall Effort Score, with brand-specific explanatory analysis from the CEI Editorial team.
You can use the display above to toggle between score, ranking and individual pillars. Clicking 'Performance Tracker' enables you to analyse the performance over time.
The Customer Effort Index is calculated using a self-referential scale that is recomputed every wave based on what the minimum and maximum values are. This enables us to see how each brand is performing compared to the others within the data set. See About for more on the methodology.
ContactEngine sponsors the Customer Effort Index
ContactEngine believes that a great customer experience is an effortless one, where life is made as easy as possible for the customer. ContactEngine commissioned the Customer Effort Index to measure how real people perceive the effort it takes to be a customer of some of the leading brands in the world. By enabling a comparison of effort not only within an industry, but across industries, we can identify and learn from the brands who lead on making it easy for their customers to do business with them.
