The result serves to improve processes, making the customer experience easier and more fluid at the different stages of their relationship with the brand.
What is Customer Effort Score?
Customer Effort Score is a metric that aims to measure how much effort the customer needs to use your products and/or services.
This analysis helps you assess the level of satisfaction and success of your customers. It is therefore usually applied in parallel with other indicators, such as the Net Promoter ethiopia email address Score (NPS) and the Customer Satisfaction Score (CSAT) .
What does the acronym CES stand for?
CES, Customer Effort Score, is the acronym used to identify the customer effort score metric.
How did Customer Effort Score come about?
The Customer Effort Score metric appeared in a 2010 survey published by Harvard Business Review called “ Stop Trying to Delight Your Customers .”
The main proposal was to show that delighting and surprising customers is not always the way to build loyalty.
Sometimes making the processes easier for the consumer to achieve the expected result can be much more advantageous.
What is Customer Effort Score for?
The Customer Effort Score is used to analyze how much effort your customer needs to put in to buy your products, receive service, have a problem resolved, among other issues relevant to their relationship with your company.
This metric helps you assess whether the complexity of your processes is compatible with the expectations that customers have of your brand.
How does the Customer Effort Score work?
Customer Effort Score works based on a single question, for example:
How difficult was it for you to be served by this channel?
How much effort did you have to make to use our service?
Although it is a single question, CES helps you assume whether the customer has had a bad experience with your services and is frustrated with your product.
Customer effort scoring is a way to assess customer perception of your business's offerings.
In this way, there is the possibility of improving processes and offering more optimized steps to consumers.
In addition, making your customer's life easier can directly benefit your loyalty rates and your company's LTV (Lifetime Value) ratios.
When and where to use Customer Effort Score?
The Customer Effort Score, or simply CES, can be used to measure the level of customer satisfaction in different processes.
This survey can be used to assess the difficulty of accessing a service channel, using a product, installing a service, etc.
However, it is essential to request customer analysis immediately at the end of the process. For example, right after completing an online purchase or when completing a service subscription, among other moments.
The time you spend asking the customer for responses to your CES can lead to the customer forgetting the experience, ignoring your request for analysis, or evaluating the process negatively .
How to calculate Customer Effort Score?
The calculation of the customer effort score can be done using the following formula:
CES = total number of incidents / total number of responses
Remember that the answers are not quantitative, but qualitative. Considering this, it is necessary to transform them to achieve the results.
For example, a survey of 300 customers who answered the question “How difficult is it to request installation of our service?” yielded the following responses:
Based on the parameter in this example – 1 for extremely difficult; 2 for very difficult; 3 for difficult; 4 for acceptable; 5 for medium; 6 for easy and 7 for extremely easy – it is understood that the company’s CES is acceptable.
That is, customers do not even have great difficulties in requesting the installation of the service, nor do they consider the process to be very easy.
