Customer Effort Score

Find out why or why not Customer Effort Score (CES) outperforms Net Promoter and Customer Satisfaction scores. Is it better to satisfy rather than delight? Should 'making it easy' for your customers be your biggest priority?
Customer Effort Score (CES) is measured by asking a single question: “How much effort did you personally have to put forth to handle your request?”

17 June 2013

Myth busted: Why content isn't king

In our rich multimedia world where content is abundant, the marketing industry so often says, content is king. After all, great content is needed to capture and engage audiences. Big bold creative concepts with integrated campaigns are exciting and sexy. The internet has made the circulation and delivery of content so cheap that everyone is now a publisher. The ability to find appropriate content through search engines, social networks and content curators gives consumers valuable information and entertainment. What’s more consumers expect content at a very low cost or even free. Given the abundance of content, the real demand is for high quality content.

3 June 2013

Customer effort score: The truth about the controversial loyalty tool caught up with Professor Moira Clark from Henley Business School and BT's Dr Nicola Millard to discuss customer effort score and asked is it help or hype?
Customer effort score may be the new kid on the block but just like other loyalty measurement tools such as Net Promoter Score (NPS) and Customer Satisfaction score (CSAT), it sharply divides opinion.