Effectiveness > Efficiency

Is your efficiency killing your customer loyalty?

We’ve all been there. You have a problem, you open a chat window, and you spend 20 minutes proving to a bot that you aren’t a robot, only to be told it can’t help you.

In the race to automate everything, we’ve accidentally created a massive barrier between us and our customers.

Here’s the hard truth: you don’t have to be “extraordinary” at customer service to win anymore. You just have to be good.

Being good in 2026 means:

1. A human answers the phone (or the chat) when the logic tree fails.
2. The person on the other end has the authority to actually solve the problem.
3. Efficiency is measured by resolution, not just speed.

The EOS perspective for those of us running on EOS, customer service is one of your core processes. If your process is 100% automated, you’ve removed the LMA (leading, managing, and accountability) from the human experience.
Your documented process should ensure consistency, but it should never override the core value of helping the person who pays your bills.

If you want to set yourself apart from the competition this year, don’t look for a new AI plugin. Look for a way to let your customers talk to a human being.

Efficiency is great. Effectiveness is better.

Ted Williamson

Growing up in an entrepreneurial household, I learned the importance of planning and executing to achieve growth and success. However, I also became aware of the challenges and limitations of running your own business. Serving in the US Merchant Marine taught me the values of discipline and accountability, which are crucial for achieving any goal or success. For close to 30 years, I’ve worked with hundreds of entrepreneurial business owners and their leadership teams. Together, we focused on vision and strategy, employee efficiency, customer satisfaction and more. In 2016, I witnessed the transformative power of EOS in my wife’s business. Over two years, it significantly improved the business in every meaningful way, leading to consistent double-digit revenue and profit growth. Most importantly, it allowed her to enjoy a better, more fulfilling life with a balanced work schedule. The moment I realized that my wife was no longer a slave to her business, I knew that EOS was the solution to many challenges faced by entrepreneurs. My passion is to help as many entrepreneurs and their leadership teams as possible achieve their visions and live a better life.

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