A customer’s experience results from his/her perceptions, feelings, and memories of the given interaction. When prompted to describe the emotions developed during an experience, customers find the task daunting and have difficulty providing actionable insights. So, the question arises—how can companies build effortless experiences that foster customer engagement and loyalty? We will examine the use of neuroscience in assessing the customer journey, measuring the effort that customers exert across touchpoints, and building solutions that improve the overall experience. This chapter takes a practical approach by exploring two real-world case studies from the financial and insurance sectors.