Ricerca di mercato sul punteggio dell'impegno del cliente

Qual è il punteggio dell'impegno del cliente?

Customer Effort Score (CES) is a favored survey method that ranks the ease of a consumer’s experience with a company. It asks customers about the effort they put into using a product or service. This metric evaluates how likely it is for that customer to continue using and paying for the product or service.

Service organizations should try to be low-effort. Why? Because effort has the most reliable connection to consumer loyalty. By tracking CES, organizations can make enhancements that improve the customer experience. If they reduce customer effort, service organizations can provide higher-quality interactions and lower costs. They can also use CES to uncover high-effort pain points in customer interactions.

What does it mean to reduce customer effort? In simple terms, it means to eliminate obstacles. Customers dislike having to reach out to a company over and over again to resolve an issue. They hate having to rehash a problem to several people and switching between service channels. For example, they don’t want to call after trying to address an issue on the company’s website. Customers punish bad service more often than they reward a delightful experience.

Tipi di sondaggi CES

Le aziende possono utilizzare parametri diversi per misurare il punteggio di impegno del cliente. Tuttavia, la metrica scelta può cambiare il modo in cui l’azienda calcola e assegna un punteggio ai sondaggi. I tipi di sondaggio includono:

1. La scala 1-10 – gli intervistati offrono una risposta compresa tra 1 e 10 a una domanda. Il segmento 7-10 di solito porta risposte positive.
2. La scala Likert – questo metodo prevede una scala con una gamma di risposte. Queste risposte spesso vanno da “fortemente in disaccordo” a “fortemente d’accordo”.
3. Emoticon – questa metrica è semplice. Utilizza una faccia triste, una faccia neutra e una faccia felice per valutare l'esperienza del cliente.
4. La scala 1-5 – le opzioni di risposta in questo caso sono le seguenti: Molto Difficile – Difficile – Né Difficile né Facile – Facile – Molto Facile. Le aziende possono anche invertire l’ordine.

Perché il CES è importante?

L'idea moderna del servizio omnicanale è incentrata sulla riduzione dello sforzo del cliente. Si tratta anche di ridurre i conflitti tra i canali di servizio. Il CES offre alle aziende un livello completamente nuovo di feedback dei clienti. Questo contesto aggiuntivo consente all'azienda di identificare canali e processi carenti. Può quindi adottare misure per migliorarli.

Customers want to find what they need easily, and as fast as possible. They want to buy something, perform a task, or get some service. They’re not looking to establish a relationship with a brand. However, they will do so if they have an excellent customer experience. If the website is easy to navigate, they’re likely to buy more products. They will sign up for a new service if the process is simple. Moreover, if a company does an excellent job in resolving issues, they’re likely to recommend it to others.

Quando dovresti usare il CES?

The CES survey is most effective when used after specific customer service checkpoints. For example, companies can use it after a customer resolves an issue via an online help desk. Alternatively, they can deploy it after the customer speaks to a call center attendant. These micro touchpoints show how easily a company makes life for its customers. Companies can use information from the responses to make future interactions easier, thus improving customer loyalty in the process.

Customers are busy. They want and expect fast, uncomplicated interactions with a company’s products and services. Companies should use CES to ensure they’re meeting their customers’ expectations. It can also pinpoint new opportunities that will improve their experience. Why should they provide measures that decrease their customers’ level of effort? It will pay off in the things that matter the most to their business, like customer retention.

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