Customer Effort Score (CES): What it is & how to measure it
There are several approaches to gain insights into how customers feel about your business, primarily with delivering a simple survey. For instance, you can create surveys geared towards general feedback or utilize the Net Promoter Score® (NPS) methodology. All these methods try to know how customers feel about your business, but each one looks at a different part of their experience.
In this article we will cover one popular survey known as the Customer Effort Score (CES) and disclose what it is and when to use it, how to calculate your business' individual score and the pros and cons of using the strategy.
What is Customer Effort Score (CES)?
Customer Effort Score (CES) is a metric used to evaluate the ease with which customers can accomplish a specific task or resolve an issue when interacting with your business. Unlike traditional satisfaction metrics, CES focuses on the simplicity and efficiency of the customer experience.
CES is typically measured by asking customers a question like, "How easy was it to [complete a task or resolve an issue]?" Respondents then rate their effort on a scale, usually ranging from "Very Difficult" to "Very Easy."
The lower the effort required, the higher the CES score, indicating a more positive customer experience.
Why is CES Important?
CES holds significance for several reasons:
Customer-Centric Approach: CES places the customer's experience and convenience at the forefront of your business strategy.
Issue Identification: High effort scores can flag pain points or bottlenecks in your customer journey that require attention and improvement.
Customer Retention: Reducing customer effort leads to higher satisfaction, loyalty, and retention rates.
Differentiation: A focus on low effort distinguishes your brand as one that prioritises hassle-free interactions, setting you apart from competitors.
How to Measure CES?
Measuring CES is a straightforward process:
Select the Task or Interaction: Choose a specific customer task or interaction that you want to evaluate. This could include tasks like product onboarding, reaching customer support, or making a purchase.
Ask the Question: Phrase a clear and concise question that relates to the selected task. For instance, "How easy was it to get the resolution you wanted today?" Provide a scale for responses.
Collect Responses: Collect responses on a 1-7 scale (7 you are making things easy for customers, 1 you are not...)
Calculate the Score: Calculate the CES score by averaging the numerical responses. For example, if you use a 7-point scale and receive ratings of 6, 7, 5, and 6, the average CES score would be 6 (a great score is >6.4)
Follow Talkr on LinkedIn for more insights
Strategies to Improve CES
Enhancing your CES score involves specific strategies:
Simplify Processes: Streamline customer processes to minimise effort. This includes improving website navigation, simplifying forms, and reducing the steps required for common tasks.
Empower Customer Support: Ensure your support team is well-trained and equipped to resolve issues swiftly and efficiently. Reduce wait times and provide easy access to support channels.
Clear Communication: Provide clear instructions and guidance at every touchpoint, making it easy for customers to understand and complete tasks.
Proactive Assistance: Anticipate customer needs and offer proactive assistance. This could include chatbots for instant help or recommendations based on customer behaviour.
Feedback Loop: Continuously collect feedback from customers to identify areas where effort can be reduced. Act on this feedback to make improvements.
In conclusion: Customer Effort Score (CES) is a powerful metric for businesses aiming to excel in customer experience. By focusing on simplifying interactions and reducing customer effort, you not only enhance satisfaction but also drive loyalty and growth. CES complements other customer-centric metrics and initiatives, providing a well-rounded view of your customer relationships and positioning your business for sustained success in today's competitive landscape.