Customer experience refers to the overall perception of the quality and performance of a product, service, and interactions a customer has with a business. Understandably, there are many factors that affect this perception, such as the quality of products or services, customer care, communication, business process, and management. How can businesses tell which factors are positively or negatively affecting their customer journey? The solution to this would be vital customer feedback metrics, such as Customer Effort Score (CES), that can provide direct insight into the minds of your customers, revealing their thoughts, opinions, and feelings when interacting with your business.
What Do You Need to Know about Customer Effort Score?
Customer Effort Score is a metric to measure how much effort customers have to make when purchasing products or services from a business. The concept of the CES is based on two ideas: that customers are the most important factor in determining the quality of a product or service and that good customer service is based on minimal effort on the customers’ part.
It is essential to measure and keep track of the CES. The reason behind it is that the CES affects customer satisfaction and brand image. The less effort customers have to put in while interacting with a business, the better that business is in their eyes. Through this metric, businesses are also able to identify areas of improvement.
Businesses can acquire CES by conducting surveys. Through those surveys, customers evaluate a business based on how much effort is required to complete a transaction, address an issue, or engage with a business’s products or services in other ways.
Sample Questions to Put in A Customer Effort Score Survey
Here are some examples of what kind of questions to put in CES surveys:
– Based on your most recent experience, how easy or difficult was it to interact with our company?
– How easy was it to use our service?
– How easy was it to get the help you wanted today?
– How easy was it for you to solve your issue today?
– Our company made it easy for me to handle my issue. (agree/disagree)
– What exactly made your interaction with our company difficult?
Based on the examples above, a business can put either numbered scale questions (which can also be responded with emoticon ratings), agree/disagree statements, or open-ended questions.
Conduct Customer Effort Score Surveys without Hassle Using SMARTFEEDBACK™
SMARTFEEDBACK™ is a customer feedback platform that accurately and effectively gathers customers’ opinions, concerns, needs, interests, and preferences in real-time. This customer feedback module is a component of Business Smart Solutions (BSS)’s queue management system, SMARTQUEUE®. As a customer feedback management solution, SMARTFEEDBACK™ can provide data allowing your business to calculate and distinguish important metrics that play a crucial role in customer experience and the overall success of your business. Those metrics include Customer Effort Score (CES), Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), etc.
The unique feature of SMARTFEEDBACK™ is that it enables your business to adjust and customise each survey to meet its needs and goals. It also supports convenience and ease of use for both your company and your customers.
As a customer feedback management solution, SMARTFEEDBACK™ provides various formats of questions that your business can choose from (including a single question, multiple-choice questions, smiley face selection, thumbs up or down selection, satisfaction scale, and free form response). It is also able to generate comprehensive reports that are easy to read and coherent, which will reveal important metrics and help pinpoint areas of improvement. For customers’ convenience, it provides a variety of methods of submission so that they can fill in the survey and submit it using their preferred way.
To learn more about SMARTFEEDBACK™ and how it can help your business get real insights from customers, visit our website or reach us at info@bss.com.au.
