Getting Customer Experience (CX) right is tricky, and since it's so impactful, businesses must get it right! Thankfully there are several techniques to measure different aspects of CX, with CES surveys being an extremely effective one.
What are CES surveys?
The primary objective behind determining a Customer Effort Score (CES) is to query the customer or user about how much effort they had to exert in a specific interaction with the company. These can be at any touchpoint a customer has with the company, right from purchase to customer support.
CES questions are usually phrased in a manner like: “Overall how easy was it to purchase from Company A” or “How easy would you say it was to get your issue resolved?”
Based on your requirements, you choose from several metrics to measure respondent answers to CES surveys, e.g the Likert scale (ranging from “strongly agree”- “strongly disagree”), to 5 or 10 point scales or even emoticons.
However, this versatility in scoring means there isn’t a universal benchmark for a good CES. Regardless, you can assume that a higher CES score is better.
CES surveys are excellent at predicting brand loyalty and customer repurchase habits. While they are not an exact measurement of customer behavior or satisfaction, they can provide a lot of data for researchers to get insights into multiple aspects of customer experience.
These surveys can be easily applied to almost any client-facing process. Segmentation empowers organizations to be able to quickly find the root of the respondent's issues and rectify them.
How do you get the most out CES surveys?
While the Customer Effort Score can be used in almost any touchpoint in the customer journey, it’s particularly well suited to getting insights from Customer Support, or to measure the overall experience a customer has with your brand.
Take, for example, the post-purchase experience. Triggering a CES survey immediately after purchase in an e-commerce platform can help one uncover issues at what is a critical juncture for such a platform. More importantly, these would result in contextual answers which are fresh in the customer’s mind.
However, you need to be careful not to spam the customer with requests to answer surveys. Experiment with subtle and in-your-face invites to gauge which approach suits your target audience better.
As mentioned earlier, CES surveys are excellent for understanding the effectiveness of your customer support. Good customer support goes a long way in reducing churn and is a cornerstone in building brand loyalty.
Finding out where your customer support is lacking and relaying the insights to your support team in an actionable manner will tangibly improve your overall Customer Experience. With an effective customer support team in place, you won't need to worry about losing customers should there be an issue related to their purchase.
However, you’ve got to be careful with your survey length - the last thing an irate customer would be in the mood for is a lengthy survey about why their customer support wasn’t up to the mark!