Effort is the bane of your customer experience. Or, as I like to say, “Thinking is bad.” But is customer effort the right measurement to use?
First, an overview. The CEB created the Customer Effort Score (CES) as a transactional measurement. You can see my early post here. Its original phrasing was “How much effort did you personally have to put forth to handle your request?” and a lot of blogs still point to this confusing phrase. Luckily, the CEB reworded it to “The company made it easy for me to handle my issue” in the CES 2.0.
Unfortunately, they haven’t taken the next step to call it the Customer Easy Score, which is much more fun to say. Read more