What You Need to Know About Customer Effort Score

There are various ways to understand how customers feel about a tow truck business, and most of them come down to delivering a simple survey. Even within those survey methodologies, there are different types you can create such as general feedback survey, Net Promoter Score among others. The main aim of doing all those is to understand the sentiments of consumers who do business with you, but additionally focus on different aspects of their experience. A customer effort score is a service metric that measures how much effort customers put when interacting with your business. These interactions can be viewed as the amount of effort it takes to use a product or service and how easy it is to have a problem solved by your service representatives.

Customer effort score is very popular among customer success teams. Instead of asking how satisfied a customer is, you ask them to gauge the ease of experience. When it comes to service, companies create loyal customers primarily by helping them solve their problems easily and quickly. There are different situations on when to use customer effort score. You can do so immediately after an interaction that led to purchase or subscription. You can also do so after an interaction with your customer service team or a service related experience. Same can also be done when you want to supplement product team’s UI and UX testing.

When an Interaction Leads to a Purchase

Sending out CES on a survey after a customer has interacted with your business can help in collecting information about the level of effort, they out in to make a purchase. They will have just completed an action so the information you will be asking for will be fresh in their mind. You can set it out so that after customers land on a final page that says their purchase has gone through, you strategically place a survey that asks them about their experience. You need to do so by sending customers an automated post interaction survey that asks them to rate a specific statement on a defined scale that is depended on the interaction they just completed.

After Interacting with service team

As CES surveys ask customers to specifically rate the level of effort they put into solving specific pain points, sending surveys at regular intervals will not make a lot of sense. Instead, companies will also need to send them immediately after customer service touchpoint, such as email support ticket among others, all done with the aim of determining how effective it was in solving a specific issue. CES surveys should be send to customers who have contacted your organization for an issue, immediately you have had the issue solved. Doing so will help find out how much effort it took on their part to get through a solution.

You can also send CES when you want to supplement product teams UI and UX testing. An interesting thing with these form of surveys is that they overlap in use among customer success teams and product teams.