Customer Effort Score (CES)
Customer Effort Score is a metric used to measure customer satisfaction using one single question. The idea is that companies create loyal customers by reducing customer effort.
What Is CES?
Customer Effort Score (CES) is a vitally important metric used to measure customer service satisfaction with one single question. The main principle behind this is that organizations can create loyal customers by reducing customer effort. There are two main questions used to measure CES.
- How much effort did you personally have to put forth to handle your request?
- Do you agree or disagree with the following? The organization made it easy for me to handle my issue.
Version 1 was the original question designed in 2010 with a rating scale of 1 (very small effort) to 5 (very big effort). This inverted scale caused confusion for some though. (1 is good and 5 is bad).
Version 2 was published in 2013 and was seen as filling the gap in seeking better interpretation consistency, universal applicability, and cross-industry benchmarking capabilities. For this new version customers were asked to express their level of agreement/ disagreement with this statement on an enhanced seven-degree scale from 1 (strongly disagree) to 7 (strongly agree).
HOW DOES WIZU DO CES?
Wizu allows you to create a Customer Effort Score survey in a few simple steps. You can then follow your score and the insights around it in real-time. Your CES question or questions can be placed inside a conversation in order to gain greater insight and can also be combined with a Net Promoter Score question.
The question can be adapted to be more meaningful for your specific context and where possible it is beneficial to add personalization.
How CES Is Calculated
Using one of the questions mentioned above, the customer selects from a scale of options giving you an overall effort rating. A high average rating indicates you are making things easy for your customer. A very low number means that customers are having to put too much effort in to interact with your company. Like the other metrics, follow up questions can also be used to gain a deeper insight around the overall rating.
Try Our Demo CES Survey
Version 1 CSAT- This conversation has included the customer first name in the introduction and is using the Wizu bot. This version has also added an additional question.
Version 2 CSAT – This conversation is utilising the customer title and surname to provide a more formal greeting. They are also using a different bot with a human name and appearance.