{"id":47365,"date":"2020-03-05T02:35:10","date_gmt":"2020-03-05T07:35:10","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=47365"},"modified":"2021-07-01T11:06:45","modified_gmt":"2021-07-01T15:06:45","slug":"will-customer-effort-soon-be-a-thing-of-the-past","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/will-customer-effort-soon-be-a-thing-of-the-past\/","title":{"rendered":"Will Customer Effort Soon Be a Thing of the Past?"},"content":{"rendered":"

If you\u2019ve been tracking your Customer Effort Score (CES), you\u2019ve hopefully gained insights into ways to improve your customer relations. But if you\u2019re also measuring <\/span>Net Promoter Score<\/span><\/a> (NPS) and Customer Satisfaction Score (CSAT), you\u2019re probably wondering how important it is to track customer effort.<\/span><\/p>\n

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These KPIs have a place in your customer survey program because each tells a different story. Let\u2019s talk about why caring for your entire customer journey should focus on your CES now and in the future.<\/span><\/p>\n

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Why measure CES?<\/b><\/h2>\n

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Regardless of how awesome your product or service is, if your customers face significant friction when they need help with an issue or a request, they less likely to remain customers for long. In fact, a <\/span>Gartner study<\/span><\/a> found your customers are four times more likely to become disloyal to your brand if they have an unsatisfactory experience trying to resolve a problem or issue. On the flip side, your customers are almost 95% more likely to buy from you again after an easy resolution experience, one that requires low effort on their part.<\/span><\/p>\n

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Specifically, your CES should look at:<\/span><\/p>\n

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“[Your company] made it easy for me to handle my problem\/request” on a scale from 1 to 5, with one being strongly disagreed and five being strongly agreed.<\/span><\/p>\n

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Wording can vary, but the intent is the same. You want to measure friction or customer effort in getting resolution.<\/span><\/p>\n

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So beyond the NPS and CSAT, monitoring your CES is important to tell you how well you resolve issues and problems for your customers. A high CES score helps you retain customers and create raving fans, which has a direct effect on your bottom line.<\/span><\/p>\n

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McKinsey\u2019s research<\/span><\/a> proves that attention to your customers\u2019 journey pays off. Attending to CES and the rest of the customer experience results in a 10% to 15% increase in revenues. And reducing friction in your customer effort can decrease your costs to serve by almost 20%.<\/span><\/p>\n

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There\u2019s much more evidence in the Gartner study that shows measuring and reducing customer effort boosts your revenues by producing a tangible return on investment (ROI). So the effort and expense you invest in surveying and analyzing your CES pays off in the end.<\/span><\/p>\n

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The value is in your <\/span>customer feedback<\/span><\/a> and data.<\/span><\/p>\n

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\"Customer<\/p>\n

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How does CES compare to CSAT?<\/b><\/h2>\n

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Obviously, you want to track your customers\u2019 satisfaction in both the short- and long-term because you must know you\u2019re meeting or exceeding their expectations. The CES, on the other hand, helps you understand customers who need an answer or some help in navigating your customer service.<\/span><\/p>\n

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Part of a high-friction customer effort looks like:<\/span><\/p>\n

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