{"id":48497,"date":"2020-08-26T08:37:11","date_gmt":"2020-08-26T12:37:11","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=48497"},"modified":"2022-12-02T07:11:55","modified_gmt":"2022-12-02T12:11:55","slug":"will-customer-effort-score-be-the-next-best-predictor-of-success","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/will-customer-effort-score-be-the-next-best-predictor-of-success\/","title":{"rendered":"Will Customer Effort Score Be the Next Best Predictor of Success?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Customer effort matters. That\u2019s not new. However, in 2020, there\u2019s added benefit in making customers\u2019 lives easier and reducing risk. In the midst of a pandemic, simplifying online and offline customer experience is a great way to win business and brand loyalty.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">It\u2019s simple: \u201cCustomer effort is the strongest driver of customer loyalty \u2014 or disloyalty,\u201d<\/span> <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/unveiling-the-new-and-improved-customer-effort-score\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">observed Gartner<\/span><\/a><span style=\"font-weight: 400;\">. You already know that customer loyalty has value because it:<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li><span style=\"font-weight: 400;\">Improves<\/span> <span style=\"font-weight: 400;\">customer retention<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Helps word-of-mouth, which in turn helps your<\/span> <a href=\"https:\/\/www.sogolytics.com\/net-promoter-score\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Net Promoter Score (NPS)<\/span><\/a><\/li>\n<li><span style=\"font-weight: 400;\">Increases repurchase rates<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But let\u2019s get back to customer effort. What do we mean by that? We\u2019ll stick with the <\/span><a href=\"https:\/\/www.sogolytics.com\/help\/introduction-to-customer-effort-score-CES\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Sogolytics definition<\/span><\/a><span style=\"font-weight: 400;\">: \u201cThe CES (Customer Effort Score) question is used to measure how helpful your organization is in enabling customers to resolve issues or obtain services.\u201d<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">So, how do you deliver a low-effort experience? There are many different approaches:<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li><span style=\"font-weight: 400;\">Reducing wait time or friction from the ordering process<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Cutting delivery times<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Working on first-contact issue resolution<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Providing multiple channels for customer contact<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Offering knowledge portals to support self-service<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">According to<\/span> <a href=\"https:\/\/books.google.co.in\/books\/about\/The_Effortless_Experience.html?id=9mzbBQ2wVdEC&amp;source=kp_book_description&amp;redir_esc=y\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Effortless Experience<\/span><\/a><span style=\"font-weight: 400;\">, \u201c96% of customers with a high-effort service interaction become more disloyal compared to just 9% who have a low-effort experience.\u201d Plus, in the service industry at least, those low-effort experiences cost you less. Per Gartner, \u201clow-effort experiences reduce costs by decreasing up to 40% of repeat calls, 50% of escalations and 54% of channel switching.\u201d<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">This is also beneficial to your employee retention rates. Service reps who can provide a better experience to customers are<\/span> <span style=\"font-weight: 400;\">happier employees.<\/span><span style=\"font-weight: 400;\"> They feel better about what they do and are more likely to stick around.<\/span><\/p>\n<div class=\"div-spacer\"><\/div>\n<div><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-48510\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/GettyImages-888090242-1024x683.jpg\" alt=\"customer service and customer effort score\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/GettyImages-888090242-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/GettyImages-888090242-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/GettyImages-888090242-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/GettyImages-888090242-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/GettyImages-888090242-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div>\n<div class=\"div-spacer\"><\/div>\n<h2><b>Customer Effort &amp; COVID-19<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Reducing risk is a new area of attention for customer effort. Not only do you want to make the customer\u2019s life simpler, but you also want to help them to feel safer. The health<\/span> <span style=\"font-weight: 400;\">concerns surrounding COVID-19<\/span> <span style=\"font-weight: 400;\">have opened up a new playing field for business competitors.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">The authors of <\/span><i><span style=\"font-weight: 400;\">The Effortless Experience<\/span><\/i><span style=\"font-weight: 400;\"> have moved on to work an AI and machine learning venture. In a<\/span>\u00a0<a href=\"https:\/\/hbr.org\/2020\/04\/supporting-customer-service-through-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Harvard Business Review<\/span><\/a><span style=\"font-weight: 400;\"> (HBR) article earlier this year, they shared the results of a CES survey of \u201croughly 1 million customer-service calls involving more than 20 companies representing a broad cross-section of industries.\u201d They found that the percentage of calls scored as \u2018difficult\u2019 more than doubled from a typical level of 10% to more than 20% between March 11 and March 26.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">March 11 was when the WHO declared Covid-19 a pandemic. Caller issues included unexpected travel cancellations, appeals for bill payment extensions, and disputes over insurance coverage. The customers\u2019 anxiety and emotion had \u201cdramatically increased.\u201d<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">At the same time, the customer service reps were also more likely to be struggling to meet demand while working remotely. This was leading to communication issues, ballooning hold times, and a greater number of escalations.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">In short, COVID-19 was a blow to customer effort right off the bat. So, what are companies doing to keep customer satisfaction high? The HBR authors suggest:<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<ol>\n<li><span style=\"font-weight: 400;\">Updating customer service policies to reflect the current circumstances<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Training employees to avoid negative language \u201cI can\u2019t help you but\u2026\u201d or redirects \u201cYou might try\u2026\u201d<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Continuing or implementing integrated coaching focused on more open-ended questions rather than paying attention only to metrics met<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Incorporating collaboration tools to let reps work together<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">COVID-19 is undoubtedly impacting the<\/span> <a href=\"https:\/\/www.sogolytics.com\/blog\/what-is-customer-journey-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer journey<\/span><\/a><span style=\"font-weight: 400;\">. Customer needs are evolving, too. That\u2019s why the online experience is ever more essential.<\/span><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2><b>The Online Experience in COVID-19<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">People don\u2019t want to have to brave a public setting to find your product or meet face-to-face with one of your employees for a service. What can you do in the meantime?<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><b>Demonstrate empathy.<\/b><br \/>\n<span style=\"font-weight: 400;\">From utility companies waiving late fees to credit card companies offering rebates for local restaurant purchases, businesses are finding ways to make life a little less challenging right now. Showing that you<\/span> <span style=\"font-weight: 400;\">understand this is a difficult time<\/span><span style=\"font-weight: 400;\"> helps.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Consider Greetabl, a service that sends beautifully packaged thoughtful gifts, which let its customers know its people were there for a chat. They cancelled all scheduled meetings and wrote in an email, \u201cI just wanted to let you know I<\/span><span style=\"font-weight: 400;\">\u2019<\/span><span style=\"font-weight: 400;\">m here to talk. No sales pitch, no agenda; just a virtual coffee meeting to talk about whatever<\/span><span style=\"font-weight: 400;\">\u2019<\/span><span style=\"font-weight: 400;\">s on your mind.\u201d<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Taking a different approach to understanding how customers are doing,<\/span> <span style=\"font-weight: 400;\">Humana adopted artificial intelligence (AI) assistants<\/span><span style=\"font-weight: 400;\"> to gauge the emotional state of those calling in to customer service. For example, the AI might tell the customer reps that they are speaking too quickly or that the caller sounds tense.<\/span><\/p>\n<div class=\"div-spacer\"><\/div>\n<div><blockquote><p>\u201cCommunicating with customers on a <a href=\"https:\/\/www.sogolytics.com\/blog\/how-to-make-your-customer-communication-more-humane\/\" target=\"_blank\" rel=\"noopener noreferrer\"> deeper, more personal level<\/a> is the need of the hour.\u201d \u2014 Sogolytics<\/p><\/blockquote><\/div>\n<div><\/div>\n<div class=\"div-spacer\"><\/div>\n<p><b>Create community.<\/b><br \/>\n<span style=\"font-weight: 400;\">Creating a dedicated online community for your product or service is always useful. But now it can be even more valuable. This helps people using your brand to feel connected. At the same time, you can reduce the effort needed to identify a sought for answer.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Customers can search past discussion threads and troubleshoot on their own to avoid having to call in to busy phone lines. They can share ideas and best practices. And they can do this whenever they want, from wherever they are in the world.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><b>Improve supply chain.<\/b><br \/>\n<span style=\"font-weight: 400;\">One of the biggest problems of pandemic living? The inability to fulfill customer orders.\u00a0 Even as consumer expectations have evolved to \u201cnext hour\u201d delivery, COVID-19 put immense pressure on retailers and suppliers.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Target may have rallied quicker as it had already started using the store nearest to the customer as its<\/span> <a href=\"https:\/\/www.retaildive.com\/news\/Target-tech-store-based-fulfillment-scale\/573489\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">fulfillment center<\/span><\/a><span style=\"font-weight: 400;\">. In 2019, same-day pickup and drive-up options accounted for 24% of total digital sales, which brought fulfillment cost per unit down 25%.\u00a0<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Yet not everyone was willing to do curbside pickup. Getting supplies to people remaining at home also proved challenging. Online behemoth<\/span> <a href=\"https:\/\/blog.aboutamazon.com\/operations\/amazon-opening-100000-new-roles?ots=1&amp;tag=w050b-20&amp;linkCode=w50\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Amazon ramped up hiring<\/span><\/a><span style=\"font-weight: 400;\">, increased its wages, and extended double overtime in Canada and the United States to meet demand.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><b>Streamline online experience.<\/b><br \/>\n<span style=\"font-weight: 400;\">One big obstacle when thinking about customer effort is the onsite experience. The academic study \u201c<\/span><a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/01449290500330448\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Attention web designers: You have milliseconds to make a good first impression<\/span><\/a><span style=\"font-weight: 400;\">\u201d found people were judging a site\u2019s visual appeal in as little as 50 milliseconds.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Yet you can be sure more people are looking at your website since they can\u2019t visit your physical premises. Having a<\/span>\u00a0<a href=\"https:\/\/customerthink.com\/how-to-win-customer-satisfaction-during-the-covid-19-outbreak\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">simple, clear message<\/span><\/a><span style=\"font-weight: 400;\"> and a simple checkout experience will lower customer effort. This in turn increases customer satisfaction.<\/span><\/p>\n<div class=\"div-spacer\"><\/div>\n<div class=\"div-spacer\"><a href=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-48498 aligncenter\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/08\/CES-Blog-1-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/div>\n<p><span style=\"font-weight: 400;\">Brands looking to lower customer effort in the current environment have options available \u2014 both online and offline. We\u2019ve focused primarily on the online experience in this article. Look next for a discussion of various ways businesses are looking to boost Customer Effort Scores by reducing risk and simplifying things in person.<\/span><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><span style=\"font-weight: 400;\">Sogolytics helps you connect with customers throughout their journey. Collect insights with SoGoCX.<\/span> <a href=\"https:\/\/www.sogolytics.com\/customer-experience-platform\/analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Learn more today<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer effort matters. That\u2019s not new. However, in 2020, there\u2019s added benefit in making customers\u2019 lives easier and reducing risk. In the midst of a pandemic, simplifying online and offline customer experience is a great way to win business and brand loyalty. It\u2019s simple: \u201cCustomer effort is the strongest driver of customer loyalty \u2014 or disloyalty,\u201d observed Gartner. You already know that customer loyalty has value because it: Improves customer retention Helps word-of-mouth, which in turn helps your Net Promoter Score (NPS) Increases repurchase rates But let\u2019s get back to customer effort. What do we mean by that? We\u2019ll stick with the Sogolytics definition: \u201cThe CES (Customer Effort Score) question is used to measure how helpful your organization is in enabling customers to resolve issues or obtain services.\u201d So, how do you deliver a low-effort experience? There are many different approaches: Reducing wait time or friction from the ordering process Cutting delivery times Working on first-contact issue resolution Providing multiple channels for customer contact Offering knowledge portals to support self-service According to The Effortless Experience, \u201c96% of customers with a high-effort service interaction become more disloyal compared to just 9% who have a low-effort experience.\u201d Plus, in the service industry at least, those low-effort experiences cost you less. Per Gartner, \u201clow-effort experiences reduce costs by decreasing up to 40% of repeat calls, 50% of escalations and 54% of channel switching.\u201d This is also beneficial to your employee retention rates. Service reps who can provide a better experience to customers are [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":5037,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204],"tags":[402,415,301,176,351,404],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Will Customer Effort Score Be the Next Best Predictor of Success? - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Customer effort score isn\u2019t new, but more companies are now rolling out new strategies to make life simpler for customers. Learn more about the real impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sogolytics.com\/blog\/will-customer-effort-score-be-the-next-best-predictor-of-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will Customer Effort Score Be the Next Best Predictor of Success? - Sogolytics Blog\" \/>\n<meta property=\"og:description\" content=\"Customer effort score isn\u2019t new, but more companies are now rolling out new strategies to make life simpler for customers. Learn more about the real impact.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sogolytics.com\/blog\/will-customer-effort-score-be-the-next-best-predictor-of-success\/\" \/>\n<meta property=\"og:site_name\" content=\"Sogolytics Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-26T12:37:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-02T12:11:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2018\/12\/cust-5.png\" \/>\n\t<meta property=\"og:image:width\" content=\"487\" \/>\n\t<meta property=\"og:image:height\" content=\"714\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jenn Goddu\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sogolytics.com\/blog\/will-customer-effort-score-be-the-next-best-predictor-of-success\/\",\"url\":\"https:\/\/www.sogolytics.com\/blog\/will-customer-effort-score-be-the-next-best-predictor-of-success\/\",\"name\":\"Will Customer Effort Score Be the Next Best Predictor of Success? - Sogolytics Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.sogolytics.com\/blog\/#website\"},\"datePublished\":\"2020-08-26T12:37:11+00:00\",\"dateModified\":\"2022-12-02T12:11:55+00:00\",\"author\":{\"@id\":\"https:\/\/www.sogolytics.com\/blog\/#\/schema\/person\/e279d58fbb23148c5be4fdcb53b4a454\"},\"description\":\"Customer effort score isn\u2019t new, but more companies are now rolling out new strategies to make life simpler for customers. 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