Everything you need to know about Customer Effort Score – why is so important and how to measure it.
A new month, a new topic! Let’s talk about a popular survey type known as the Customer Effort Score (CES) and discuss what it is; when to use it; and why it’s so important for your brand.
What is the Customer Effort Score (CES)?
Customer Effort Score is a metric used to evaluate how easy customers thought it was to get a resolution to their recent contact.
What is the idea behind the Customer Effort Score (CES)?
Customers prefer doing business with companies that are easy to work with. Do your clients have to work hard to get what they want? Then, there is a high probability (94%) that they won’t be loyal to your brand.
When should I use the Customer Effort Score?
Measure CES by surveying customers after the resolution of their conversation, finishing a call, fulfilling an order, ending a chat, or closing a deal.
By default, your survey is sent after 24 hours since resolving a ticket. However, the biggest advantage of Nicereply’s surveys is that you can customize the time when your surveys are sent. Don’t overwhelm your customers with survey emails and use over surveying protection. Choose after how many days can a customer receive another survey email.
How is the CES measured?
Customer Effort Score survey questions ask whether customers agree with the following statement:
“XY COMPANY” made it easy for me to handle my issue.
On a 1 (low) – 7 (high) scale they indicate whether they agree or disagree with the statement.
How do you calculate a CES?
You can calculate your CES by subtracting the percentage of people who responded positively from the percentage of respondents who offered a negative response. The neutral responses are normally ignored.
💡Recommended articles:
- The Ultimate Guide to Customer Effort Score
- Using Customer Effort Insights to Build Experiences People Love
- Benchmarking Customer Effort Score: How do your CES results stack up?
- How To Use NPS Feedback To Reduce Customer Effort
🎙Podcast tip:
Listen to our special episode with Scott Rothman, Market Director at Challenger Inc. – a global leader in training, technology, and consulting to win today’s complex sale.
Together with Craig Stoss, they discuss how can your company benefit from CES & how to train your agents to provide an effortless experience.