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Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen

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Zoe Chance

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“The Bedrock principle of influencing behavior is this: People tend to take the path of least resistance. Ease is the single best predictor of behavior, intentions, price, quality, or satisfaction. There's a little-known marketing metric for measuring ease called the Customer Effort Score that comes down to a simple question: how easy was it? How customers answer that one question explains one-third of their willingness to buy again, to increase their business with the company, or to rave about it to other people. While one-third may not sound like much, it's actually huge; the Customer Effort Score is 12% more predictive of customer loyalty than customer satisfaction is. Ease makes people happy and effort can really piss people off. Pg. 41”

Psychology
Book:Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen
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