Customer Effort Score is a metric used to evaluate how easy customers thought it was to get a resolution to their recent contact.
The idea is that customers enjoy doing business with companies that are easy to work with. Afterall, 96% of customers who've been through a high effort experience report being disloyal.
Measure CES by surveying customers after the resolution of their conversation. Customer Effort Score survey questions asks to what extent do customers agree with the following statement:
"Company" made it easy for me to handle my issue.
You don't have to choose one or the other. These two metrics naturally
complement each other.
|Measures:||Performance of entire organization||Individual agent performance|
|Is measured:||Once the situation is resolved||At every interaction|
|Helps:||Build customer loyalty||Improve customer satisfaction|
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Spot any high-effort experience - highlighted for your convenience.
You are looking for a bell curve with most responses around 5 or a 6. Moving a client from 1 to 5 increases their loyalty by 22%.