Customer service metrics are like puzzle pieces.
A customer satisfaction survey (CSAT) surfaces opinions about individual interactions with your support team. Net promoter score (NPS) reveals customer sentiment—and satisfaction—around your company and product on the whole.
Both metrics are valuable, but they don’t form the full picture. They may even get too much credit.
According to Gartner, the greatest predictor of customer loyalty isn’t customer satisfaction or net promoter score—it’s ease of experience.
To measure it, savvy organizations add a third and lesser-known survey methodology to the mix: customer effort score (CES).
In this article, we’ll cover what it is, when to use it, how to measure it, and most importantly, how to leverage survey results to give customers what they really want—an experience so easy they can’t help but stick around.
Customer effort score is a single-item metric that helps organizations identify friction points in the customer experience.
To do so, a CES survey typically asks customers to rank how easy (or difficult) it was to achieve a resolution—whether it’s getting a question answered, an issue fixed, a product purchased, or a request fulfilled.
Unlike net promoter score, which poses a much bigger question (How likely are you to recommend us to a friend?), customer effort surveys shine a light on specific service activities that make customers churn.
According to Harvard Business Review, some of these high-effort activities include:
Beyond customer service, CES surveys can also help a company understand its customers’ interactions with various products:
No matter how a brand approaches CES, the overarching goal remains the same: to identify and improve upon rough spots in the customer experience.
Armed with contextual, real-time feedback, organizations that measure CES build an actionable understanding of customer interactions and leverage these insights to make better product and service decisions—the kind that drive loyalty and customer retention.
By definition, customer effort score is a transactional metric. To understand how hard (or easy) an experience is for customers, they must first have the experience.
This is where CES differs dramatically from NPS: Where the latter seeks to understand a customer’s overall impression of your brand, a CES survey asks about a specific event instigated by the customer.
There are numerous customer touchpoints where triggering a CES survey makes sense. Here are a few worthy of consideration:
Like customer satisfaction surveys (CSAT), the most common use-case for CES is immediately following a resolved interaction with customer support. Unlike CSAT, CES surveys don’t focus on customer impressions of agent competency. Instead, a CES survey zeroes in on the process of resolution by asking customers to evaluate how much effort it took to achieve.
Whether your team supports customers across multiple channels or focuses mostly on phones, purpose-built tools like NiceReply make it easy to collect CES feedback, sending automatic post-interaction surveys to customers after they contact customer service.
Most modern customers want the option to help themselves, but only when self-service is done right. To remain effective, any business offering self-service support options must get customer feedback (at least periodically) to make sure they’re not hurting customer satisfaction more than helping it.
This includes knowledgebase articles, but it also includes chatbots and any other customer service automation that prevents customers from getting to a human.
As CES gains more attention, a growing number of companies are leveraging the methodology to better understand the massive role product plays in the customer experience. What they want to know is pretty simple: How easy is it for customers to use (or transact with) our products?
Depending on what matters most to your business, your team may want to trigger a CES survey after someone signs up for a trial or demo, upgrades their subscription, or makes a purchase.
Reducing customer effort includes intelligent survey design. Organizations that gain meaningful, actionable insights from CES start by crafting an effective CES survey.
At the minimum, this means the survey is:
It all starts with the ask. The most effective surveys are short, simple, and difficult to misinterpret. They also take care not to steer customers towards an ideal response with straightforward language and easy-to-intuit visual cues—whether the survey asks a question or offers a direct statement.
Likert scale: Also known as the “Agree/Disagree” continuum, this 7-point scale asks customers to rank how much they agree with statements like “The company’s website made it easy for me to make a purchase.” Responses may include associated numbers, colors, or both.
To calculate your CES using a Likert scale |
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You can either take the average of all scores or divide the total number of responses by the number of responses in the 5-7 range (and then multiply). |
Numbered scale: Numbered scales (1-5, 1-7, 1-10) typically use questions to assess customer effort. They may also assign colors or statements—such as Extremely easy or Very difficult—to each numeric value to make it clear for customers how to appropriately respond to questions like “On a scale of X, how easy was it to get your issue resolved?”
To calculate your CES on a 1-5 scale |
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Take the average of all responses. |
To calculate your CES on a 1-7 scale |
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Take the average of all responses, or… |
Create buckets of scores based on response ranges like 1-3, 4-5, and 6-7. |
To calculate your CES on a 1-10 scale |
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Take the average of all responses, or… |
Create buckets of scores based on response ranges like 1-4, 5-7, and 8-10. |
Emoticon scale: Also known as Easy, Difficult, Neither, this method doesn’t use numbers or excess dimensions. Instead, it offers customers three options: A frown, a neutral expression, or a smile. Due to its simplicity, this scale is well-suited to “simple” interactions with your product, knowledgebase, or company website. “Did this article solve your problem?”
To calculate your CES with an emoticon scale |
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Many people subtract positive responses from negative responses while ignoring neutral responses altogether. |
Calculating your CES scores is the first step. Step two—understanding their implications and iterating on these insights—will benefit from thinking ahead.
We spoke with Siteminder’s VP of Customer Experience, Chris Ryan, about his approach to extracting the most meaningful information from customer effort score surveys. Here’s what Chris recommends:
“Applying NPS methodology to CES has shifted how we see the results. When it’s leveraged as an average for reports, it never gets much notice since most companies that measure this way have similar scores.
When looking at NPS methodology where 1-4 is negative, 5 and 6 are passive, and 7 is a promoter, 5 and 6 are where you generally want 80 percent of your experience, so I am not as focused on that area.
But I do want to know if I have a considerable amount of people in the 1-4 bucket as opposed to the 7. If it sways to the negative, we have a problem that needs flagging—and it gets more executive buy-in when presented in a format they understand.”
The secret to customer loyalty may be simpler than we think. When customers interact with your brand, is it an ordeal or a walk in the park?
With all the opportunities for friction in the world today, companies that make life easier stand to gain repeat customers and a positive brand reputation.
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