Customer Effort Score (CES) is the new hot metric for customer service. (CES) has been widely discussed since the Harvard Business Review article, Stop Trying to Delight Your Customers (July, 2010), where Customer Effort Score was touted as being a better predictor of customer loyalty than Net Promoter Score or Customer Satisfaction. While CES is an important metric and arguably the best metric to focus your service operation, there is no such thing as a “magic metric”. Getting results from implementing CES depends on execution and focus.
To this end, we focused this paper on providing practical guidance around the one CES strategy that we have seen deliver the fastest results—using CES to target and eliminate customer channel thrashing. We hope that you are inspired by this paper to start your own CES initiative targeting “channel thrashers.”
• While there is no silver bullet metric, Customer effort score comes the closest.
• Survey-based or activity-measured customer effort CES? Use both as they complement one another. The actionable data gained from measuring effort is worth the cost.
• CES is only a metric, putting the metric into practice is where the value lies.
• Channel thrashing customers cause a surprisingly high percentage of calls, 10-30%, and provide very poor CES scores, but they are eager to adopt low effort strategies.
• Analyze the calls after a self-service attempt to pinpoint the gaps to close in your self-service channels.
• Prioritize initiatives based on ROI and ease to execute – focus on gaining quick wins versus the largest win.
Before diving into how to successfully lower channel thrashing, we will quickly summarize why CES is such an important measure and how we propose that companies track it.
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