CSAT and NPS are commonly measured metrics used to tell an organisation how happy their customers are, but one you don’t see too much is CES, or Customer Effort Score. What is it and why should you use it?
To determine Customer Effort Score, customers are asked the following question: “[Organization] made it easy for me to handle my issue.” They are given options scaling from 1 (Strongly disagree) to 5 (Strongly agree). Like CSAT and NPS these figures are then compiled and an overall score is determined.
This kind of question gives a different perspective, one that helps organisations determine if there is a need to address the number and nature of their service (and hopefully self-service!) options, or whether or not current service is efficient and effective enough. Should you extend your opening hours? Is introducing a new channel something to consider? What about looking at AI and Chat Bots? Customer Effort Score of course won’t tell you the answers to these specific questions, but it does tell you whether or not these questions should be asked at all – an extremely valuable piece of information that CSAT and NPS don’t necessarily capture.
As you read this you’re probably thinking of other ways that CES can be used, which is great! Particularly because according to the TSIA 2017 Support Services Benchmark Survey, only 29% of organisations are currently tracking it at all. In this day and age where exceptional CX is a key source of competitive advantage, looking at things from a new perspective can give you the edge.