What is a Convenience Quotient?

October 28, 2008

A Convenience Quotient (CQ) is something we debuted today at our Forrester Consumer Forum in Dallas. It’s a new metric we have devised to summarize how convenient your product/service/channel is to consumers. In concept it’s straightforward:

Convenience = Benefits – Barriers

Basically, the convenience your product offers is a function of the benefits you offer minus the barriers that stand in your consumers’ way. If you offer tremendous benefits, people will overcome great barriers to get at them. If you offer modest benefits, even the slightest barrier will stand in your way. An example I offered today in my speech is depicted below in the slide (which you can click on to see a bigger version of).

 

A slide from my presentation at the Forrester Consumer Forum

A slide from my presentation at the Forrester Consumer Forum

In this example, you see the way the CQ works. You start from 0, you add up the benefits you provide (that’s the tricky part, obviously, and we’ve developed an approach to doing this which will show up in our research) on a scale from 0 to 1. Then you subtract the barriers that stand in your way. If you end up with a positive score, it means you have more benefits than barriers whereas if you end up with a negative score, well you know that negative scores are never good.

This example shows how CQs might work in the case of a banking website when a customer needs help with a serious issue (lost ATM card, missing deposit, etc.). I ran through sample scores that different alternatives might have: FAQ = 0 (few benefits, few barriers, cancel out); email = -.2 (many barriers, uncertain benefit); 800 number = .05 (some barriers, decent benefits); online chat help = .2 (many benefits, few barriers when done right).

It’s an important concept that we’ll be developing more fully in our research over the next year and I’m already getting smart questions and comments from forum attendees about it, so look for me to talk about it more on this blog as it relates to video entertainment.

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