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?”

30 August 2013

Customer effort? Help or hype?

Avaya Customer Effort Impact Study Reveals the Cost of Inconvenience

  • Customer perceptions shaped by the amount of effort required to obtain service
  • Repeated, high effort experiences are more damaging to brand and revenue growth than good experiences are helpful
  • 66 percent of customers say they are likely to leave a company after high effort experience
Santa Clara, CA — Avaya today announced the results of a Customer Effort Impact survey that highlights how the amount of work a customer exerts to obtain service affects business priorities of revenue and market growth, brand loyalty and operational margins. The results reinforce the value of a customer experience characterized by a holistic, low-effort, personalized approach to fulfill customers’ needs.
Customer needs and company objectives often appear to be at odds when it comes to the customer experience.  Consumers seek excellent service across all divisions of the company; companies look for revenue and market growth while controlling costs and increasing efficiency. To manage this dichotomy, companies need to define efficiency from the customer’s point of view, simplify the effort required and optimize each interaction for an engaged, long-term relationship that multiplies customer lifetime value.