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The very reason technology exists since times immemorial is that it makes our jobs easier. With more and more sophistication in the way we work, technology has reduced the efforts in getting our jobs done. People have started valuing effortlessness and time in any technology they use – be i
The very reason technology exists since times immemorial is that it makes our jobs easier. With more and more sophistication in the way we work, technology has reduced the efforts in getting our jobs done. People have started valuing effortlessness and time in any technology they use – be it for work or personal tasks. The maturity of any organization is demonstrated by the ease of operations it handles in all its business processes. There is no limit to the level of optimization we can reach in various business units. And when it comes to the business unit dealing with the customers, customer effort score (CES) is an important metric that comes into play.
CES is a metric that measures the amount of effort a customer has to put in while using the product or getting any issues resolved. It is a kind of customer satisfaction survey wherein a customer is asked to rate the effort they had to put in getting their issues resolved. This is measured on a scale from 1 to 7. The lower the CES score, the better it is. Hence, customer satisfaction is higher for a low CES score.
To measure the efficiency of any process, companies usually conduct this survey on most of its customers. This is usually sent to them as they complete their interaction with the company. Out of all the responses customers send, the company takes an average to measure the CES for any process. This helps them in optimizing the process further to make it as easy and seamless as possible for the customers.
CES is a clear indicator of customer loyalty and satisfaction. Customers giving high CES tend to be more disloyal to the company. They also tend to switch to a competitor much easily when given a chance. According to research in the book The Effortless Experience, 96% of customers giving a high effort score tend to become disloyal to the brand as compared to just 9% of those who give a low score. Hence, it becomes paramount for companies to keep this score low for higher customer retention.
Most of the data collection methods have their own pros and cons. None of them are completely beneficial without some degree of limitations. And CES is not an exception. Below are some pros and cons of CES.
Customers interact with your brand multiple times. All the representatives with whom they interact depend on the stage of a customer journey. Hence, it is wise to know when to use CES to leverage it for the best outcomes. The best timings to collect this feedback are:
Companies must always aim to reduce CES as much as possible. The more you value your customer’s time and effort, the better the customer experience score you forge for them. When you implement a flawless process that makes a customer’s job easier, it often doesn’t go unnoticed. Hence, below are a few ways you can do so.
Customer Effort Score becomes most prominent when you are committed to fine-tuning your business. Most of the companies say they are customer-centric but often don’t know how to go about it.
CES is usually adopted by evolved companies who have grown over the basic requirements of serving the clients. They usually become so mature in building customer relationships that they want to curb even the slightest discomfort to their customer. For example, a UK-based mortgage company teaches its customer reps to quickly assess the customer’s personality type and tailor their responses accordingly.9
Remember, it is always through the collection of positive moments during every interaction the overall brand perception is formed. And if you make your customer’s life easier, they would remain loyal to your brand.
Shoeb lives and breathes Customer Success and SaaS. He has a passion to research on the latest innovations happening in SaaS and Customer Success. Shoeb hails from a Software Architecture background where he worked for many years with Indian Tech Giants like Wipro and ITC building software solutions for their MNC clients in the UK and Denmark.
Published 4 Nov 2020, Updated 4 Nov 2020
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