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Are your customers taking too much effort?

Market research 04 12
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Table of Contents


What is Customer Effort Score?

Customer effort score (CES) is a metric which is typically used to measure attributes about your product or service in regards to their bearing on Customer Experience. It helps understand how much effort a customer had to make in order to complete a task with your product or service. CES survey questions typically provide the respondent with a statement and ask them to choose their level of agreement with the statement. 

“Voxco made it easy for me to contact their customer service”, State your level of agreement with the same.


Analyzing CES survey results

How do you get the most from the Customer Effort Score data you’ve collected? One Should not just stick CES surveys at a touchpoint and hope for the best. You must set up a robust process for CES surveys which can help gather and analyze data effectively. 

Gather insights internally

Track each functional area where customers have shared concerns about and where your customers seem to be spending the most amount of time. These key areas will be the touchpoints where you must focus your efforts on.

Research existing processes

Find out which processes in your customer journey require the maximum effort from your customers. Highlight specific steps which cause customer effort. 

Gather feedback

Place CES surveys after these key touchpoints and verify if your hypothesis about these areas being pain points is true. Survey feedback can also shed light on areas of concern which you may not have previously considered and may impact customer loyalty as well as customer acquisition. 

Add parameters 

When it comes to analyzing the data, export your results into a csv file. To give context to your analysis, you may also add columns which mention what department the CES survey response is coming from. 

Using excel, you may create a pivot table and then a graph to help highlight key areas of concern and share them with your stakeholders.

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Improving your CES

You should aim for an average score of 5. This is the point where customers find it easy enough to do business with you and will not be looking for alternatives at this point. When it comes to contacting your support, you should not make it too easy for your customers to get in touch either, as it can overwhelm your support teams with cases which are relatively simple to solve, and could have been addressed with a knowledge base entry or a chatbot.

You must work on touch points which have scored below 5, as those areas are clearly frustrating your customers. After making changes, you should let your respondents know that you’ve worked on their feedback – don’t wait for them to discover it on their own.

Once you’re certain you’ve made all changes required, you should wait a while and observe changes in customer behavior as well in CX metrics.

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