The Disloyalty Detector – Customer Effort Score v2.0
Measuring customer effort shines a spotlight on the service experience and can bring new levels of claity to what we can do to improve it.
Customer Satisfaction (CSAT)
CSAT is a poor predictor of a customer’s intent to repurchase and to increase spend.
Net Promoter Score (NPS)
NPS is a ‘big question’ that captures a customer’s holistic impression of their relationship with a company. The problem is it isn’t the best metric for understanding customer service performance at a transactional level.
Customer Effort Score (CES)
CES gives managers a simple way to understand whether they have accomplished low-effort experience from one interaction to the next, across different channels and divisions in their organisations , and over time. And, importantly, it offers a way to immediately spot customers at risk of defection.
CES metric is based on a statement “The company made it easy for me to handle my issue”
This is a survey question asked to the user at the end of an interaction. This new question CES v2.0 is more reliable and is less prone to misinterpretation as compared to CES v1.0 statement “How much effort did you personally have to put forth to get your issue resolved?”
When comparing CES v2.0 to CSAT, the effort measure is 12% more predictive of customer loyalty.
Systemically Finding and Eliminating Drivers of Effort
A robust customer effort measurement system consists of 3 parts –
Effort should be measured consistently across channels and the sources of effort systematically monitored. This will allow your service org to continually determine ways ri positively impact enterprise loyalty objectives.
Use CES to assess the ease of resolution in post-service surveys. CES provides a powerful indicator of transactional customer loyalty, clearly highlights friction points n the customer experience, and helps companies to spot customers at risk of defection due to high-effort interactions.
Use an effort-measurement system. While CES is a powerful tool, there is no silver bullet when it comes to measuring customer effort.
The best companies collect data at multiple levels and from multiple sources to understand not just whether customer effort is happening, but also the root causes of effort.