Customer Effort Score (CES): Part of a balanced approach
In a recent MyCustomer.com article, “Customer experience smackdown: Customer Effort Score vs NPS vs satisfaction,” Natalie Brandweiner compares Customer Effort Score (CES), the latest customer loyalty measurement to enter the arena, with two established measurements: NPS™ and CSAT.
The article made me a bit nervous at first, as I predicted yet another “one size fits all” recommendation on how to assess customer experience. Use CES and all of your customer loyalty problems are solved!
Thankfully, however, the article takes a more balanced approach. It quotes experts, Bruce Temkin, chair of the Customer Experience Professionals Association, and Morris Pentel, chairman of the Customer Experience Foundation, both of whom recommend a combination of measures, including NPS and CSAT. The program should support the company’s unique customers, products, staff, etc. In other words, there is no silver bullet.
I couldn’t agree more. American satirist HL Mencken once said “For every complex problem there is an answer that is clear, simple and wrong.” Delivering a winning customer experience is one such complex problem that cannot be understood by simplistic measures.
In the article, Temkin, “…believes the concept of CES is broadly a good one but doesn’t necessarily replace others or not any more of a panacea than NPS. “ I concur wholeheartedly. Panacea was the Greek goddess of universal remedy. She was fictional as are most of her modern day successors.
If companies are to truly understand and improve their customer experience, feedback must:
- Reflect the specific needs of the company’s chosen customers, the nature of the products/services offered, and its culture.
- Measure the quality of specific interactions in a timely way through a choice of methods that customers want to use.
- Provide actionable results that drive change at three levels: the individual customer, processes, and operational strategy.
- Combine with other customer data to generate richer insights, drive next actions, and generate marketing campaigns that are differentiated by level of satisfaction.
- Be gathered and reported with minimal or no effort, exploiting technology to do the administration, leaving people to focus on the added-value work of generating understanding and improvement.
Let us know if you need help defining how your organization can collect, centralize, and act on feedback to improve customer experience and drive loyalty. We work with hundreds of companies who benefit from automating many of these processes with Clicktools.