Customer Effort Score

What is a Customer Effort Score?

The customer effect score (CES) measure how easy it was for your customer to do business with you. When customers have to expend more effort than they expect, they leave. High effort equals low customer loyalty. The CES helps you monitor this. Learn more below.

Customer Effort Score: How Hard is it to be Your Customer?

How much effort is your customer experience?Are you familiar with the Customer Effort Score (CES)?  It is rapidly gaining converts as a way to measure the transactions that make up your customer experience.

(Editor’s note: More details on the CES 2.0 can be found here.)

The Net Promoter Score, or NPS, measures your overall customer experience.  But it doesn’t show where to focus to improve your results.  Imagine telling your store manager, B2B sales team, or director of your call center only that “Your NPS scores are low. Fix them!”  Where do they begin?

Transactional measurements show what segments of your experience impact your customer loyalty. Some companies have tried to use NPS to measure transactions, but it was never designed for this.  Asking “Would you recommend your call center rep?” doesn’t work, as most customers have no desire to call your call center in the first place.  Similarly, “Would you recommend [Company] website”  causes confusion – are your customers recommending the company behind the website, the design, the functionality, or all three?  This is where the Customer Effort Score shines.

When customers have to expend more effort than they expect, they leave.  High effort equals low customer loyalty.  The CES helps you monitor this.

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