Customer Effort Score (⏱️ CES) measures how much effort a customer has to exert to get something done with a company, like resolving an issue or completing a purchase. It reflects the ease of customer interactions.

Notes

Happy User

The company made it easy for me to handle my issue.

⏱️ CES is a customer experience metric that focuses on the ease of interactions. Unlike 😃 CSAT, which measures overall satisfaction, CES specifically quantifies the effort a customer perceives they had to expend. A lower CES indicates a smoother, more positive experience, which is linked to increased loyalty and repeat business. CES surveys often ask customers to rate their agreement with statements like “The company made it easy for me to handle my issue.”

TakeAways

• 📌 CES measures the effort a customer has to put in to interact with a company.
  • Focuses on ease of interaction.
  • Lower CES scores are better.
• 💡 CES is often measured through surveys asking about agreement with effort-related statements.
• 🔍 CES is typically represented on a scale (e.g., 1-7), with lower numbers indicating less effort.

Process

1. 📝 Design Survey: Create a short, focused survey with questions about customer effort.
2. 📤 Distribute Survey: Send the survey after a specific interaction (e.g., support ticket resolution, purchase).
3. 📊 Collect Data: Gather survey responses.
4. 📈 Calculate CES: Calculate the average CES score.
5. 🛠️ Analyze and Improve: Identify areas of high effort and implement improvements to streamline the customer journey.

Thoughts

• 💪 Reduced Effort: Lower CES signifies a better customer experience.
• ⏱️ Efficiency: CES highlights areas where processes can be made more efficient for customers.
• 🚀 Improved Loyalty: Reducing customer effort can lead to increased loyalty and positive word-of-mouth.
• 📈 Business Impact: Lower CES can positively impact customer retention and revenue.

Related

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