Customer Effort Score

The Customer Effort Score

Measuring Friendliness & Boosting Profitability

In today’s competitive landscape, keeping customers happy isn’t just a nicety; it’s a necessity. But how do you truly gauge how your customers feel about their interactions with your brand? Enter the Customer Effort Score (CES), a powerful metric that goes beyond simple satisfaction to measure the ease of doing business with you.

What is CES?

CES is a customer experience metric that focuses on effort. It asks one key question: how much effort did it take for the customer to get their issue resolved, find the information they needed, or complete a specific task? Typically, a CES survey uses a Likert scale (often 1-5 or 1-7) with options ranging from “very easy” to “very difficult.”

Why is CES Important?

Here’s the beauty of CES: it directly links customer effort to profitability. Think about it. Imagine a customer struggling to navigate your website or waiting on hold for hours to speak with customer service. This frustration can lead to churn (lost customers) and hinder your bottom line. Conversely, a low-effort experience, where customers can effortlessly find solutions and complete tasks, fosters loyalty and encourages repeat business.

How Can You Use CES?

CES is a versatile tool. You can use it to:

  • Benchmark your customer experience: Compare your CES score over time and against industry standards.
  • Identify areas for improvement: Analyze CES data to pinpoint specific touchpoints that create friction for customers.
  • Track the impact of changes: Measure how improvements to your website, app, or customer service processes affect customer effort.

CES: Just One Piece of the Puzzle

While CES is a valuable metric, it shouldn’t be the only measure of customer experience. Consider using CES in conjunction with other metrics like Net Promoter Score (NPS), which gauges customer loyalty. Together, these metrics provide a more comprehensive picture of your customer satisfaction.

Start Measuring, Start Improving

Implementing a CES program is a simple and effective way to understand your customer journey and identify areas for improvement. By focusing on creating a low-effort experience, you’ll not only improve customer satisfaction but also boost your bottom line. So, what are you waiting for? Start measuring your CES today and watch your customer relationships – and profits – flourish!

I write about different use cases for various AI tools including ChatGPT on LinkedIn all the time. Connect with me there to join the conversation!

Rod Cherkas

Rod Cherkas is a well-respected consultant, advisor, author, and speaker. He has been a post-sale executive at several of the world’s most customer-centric companies including Intuit, RingCentral, Marketo and Gainsight. He is the founder and CEO of HelloCCO, a strategy consulting firm that partners with innovative companies across diverse industries to develop, execute and scale strategies for their customer-facing functions. His clients rave about their “repeatable results with Rod”.

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