“You don’t want to be underperforming, you don’t want to be overperforming. You want to be just right. And that’s truly the case for CES”
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A good support team is obsessed with finding ways to improve the customer experience and have an opportunity to impact it on a large scale. There are several different ways to evaluate the experience customers have and the Customer Effort Score (CES) is one of them.
However, it’s a lot tougher to game the system when it comes to Customer Effort Score versus some of the other metrics. A common concern with the NPS and CSAT is that the feedback is often out of the scope of the customer service team. But with CES, people tend to leave more feedback when they get asked: “Company made it easy for me to handle my issue” rather than just clicking on the smiley faces and getting a question like “How nice was my reply?”
Scott Rothman, Market Director at Challenger Inc. acknowledges that if a company wants to know how to improve and how to fix something, measuring customer effort is a good next step.
In Conversation with Scott Rothman, Market Director at Challenger Inc
In a special episode of Customer Experience Leaders Chat, Igor and Scott discuss how CES was developed and why any company should take the leap and set up their first customer effort score survey.
Scott talks about the beginnings of the Customer Effort Score. It all started when a team of researchers at the CEB (now Gartner) uncovered the most effective strategies customer service teams used to build loyalty. Their research showed that “effort” is a key driver of customer loyalty.
We also looked at the overall CES score, cases when CES can be too high, and why five or six can do just fine.
“You don’t want to be underperforming, you don’t want to be overperforming. You want to be just right. And that’s truly the case for CES”
Join our special episode with Scott from Challenger to hear about what CES is, how it can benefit your company, and how you can train your support agents to provide an Effortless Experience™.
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