Measure Customer Experience (2/4)

The Customer Effort Score (CES) measures the amount of effort taken by a customer for various interactions with your product or service. It allows you to find out weaknesses at each customer touchpoint.

In this post, let’s create a CES survey and capture a Customer Effort score to understand customer loyalty.

To create a survey navigate to the Customer Experience Survey section and choose CES and click the start button as shown in the below screenshot.

The first question by default will be “[Name of the organization] made it easy for me to handle my issue”? with a 1-7 scale rating. You can segment the rating with different colors by enabling the Segmentation option.

To add a feedback question enable the Include Feedback toggle. To customize feedback questions based on the rating enable CSAT Feedback by rating toggle.

Now the questions are ready you can add some design to the survey by navigating to the design section (which is below the build section). Add necessary configuration and share the survey with your customers.

The responses are captured and under the result section, you can get all the insights :bar_chart: as shown in the below screenshot.

The respondents will be classified into 3 categories

  1. Low Effort - Customers who are rated 5 - 7.
  2. Neutral - Customers who are rated 4.
  3. High Effort - Customers who are rated 1 - 3.

CES Score = the sum of all responses / total number of responses. The Value is between 0 to 7.

Customer Effort Score will help you to understand how easy it is for customers to interact with your business thereby improving the overall loyalty of the customer.

More details on CES :feather: here and here .

Next, We shall explore more on the NPS survey®. Until then :wave:t4: