To learn how customers feel about your business, you may use a number of methods, the bulk of which come down to sending out a simple survey.
Customers who take part in a company’s customer effort score (CES) survey
A general feedback survey and a Net Promoter Score® survey are just two examples of the many types of surveys you may create using the same survey methods. They’re all focused at learning about the experiences of the people who do business with you, but they all zero in on different aspects of those experiences.
The customer effort score is a popular survey format that will be discussed here (CES). We’ll go into its definition, its appropriate applications, how to calculate your company’s unique score, and the method’s advantages and disadvantages.
So, what is CES stand for exactly?
A customer effort score (or CES) is a metric used in the service industry to assess the level of effort a customer must exert in order to get a positive outcome from their interaction with a business. These interactions might be anything from how simple it was to use your product to how quickly they were able to fix a problem with your support team.
A client will expend a lot of work if they have to go through dozens of articles in the knowledge base to locate the one that answers their question; conversely, they will expend minimum effort if they phone a service agent and have their refund handled right away.
The following is an instance of a CES survey:
The popularity of the Customer Effort Score may be traced back to 2010 when an HBR article titled “Stop Trying to Delight Your Customers” was published. The article is informative because it reveals a surprising discovery, regardless of the quality or scope of the investigation. Client loyalty may be increased without resorting to awe-inspiring stunts, provided instead that you make it easier for them to carry out the essential actions.
What follows is a quote that adequately summarises the article: When it comes to customer service, the major method that companies attract loyal consumers is by supporting them in promptly addressing the challenges that they confront.
Therefore, it is important to know how and when to use customer effort surveying (CES) strategies in order to get insight into the level of effort necessary to engage with your firm, which might have a significant impact on success.
When Should You Make Use Of The Customer Effort Score?
After a client has interacted with your firm and completed a purchase, sending them a Client Work Score (CES) survey is a great way to immediately get information about the amount of effort they put into completing the transaction.