Pesquisa de mercado de pontuação de esforço do cliente

Qual é a pontuação de esforço do 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.

Tipos de pesquisa CES

As empresas podem usar diferentes métricas para medir a pontuação de esforço do cliente. Porém, a métrica escolhida pode alterar a forma como a empresa calcula e pontua as pesquisas. Os tipos de pesquisa incluem:

1. A escala de 1 a 10 – os entrevistados oferecem uma resposta na faixa de 1 a 10 para uma pergunta. O segmento 7 a 10 geralmente traz respostas positivas.
2. A escala Likert – este método envolve uma escala com uma gama de respostas. Essas respostas geralmente vão de “discordo totalmente” a “concordo totalmente”.
3. Emoticons – essa métrica é simples. Ele usa uma cara triste, uma cara neutra e uma cara feliz para avaliar a experiência do cliente.
4. A escala de 1 a 5 – as opções de resposta neste caso são as seguintes: Muito Difícil – Difícil – Nem Difícil nem Fácil – Fácil – Muito Fácil. As empresas também podem reverter a ordem.

Por que a CES é importante?

A ideia moderna do serviço Omnichannel visa reduzir o esforço do cliente. Trata-se também de diminuir o conflito entre canais de serviço. A CES oferece às empresas uma nova camada de feedback dos clientes. Este contexto adicional permite à empresa identificar canais e processos deficientes. Pode então tomar medidas para melhorá-los.

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 você deve usar o 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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SIS Internacional oferece pesquisa quantitativa, qualitativa e estratégica. Fornecemos dados, ferramentas, estratégias, relatórios e insights para a tomada de decisões. Também realizamos entrevistas, pesquisas, grupos focais e outros métodos e abordagens de Pesquisa de Mercado. Entre em contato conosco para o seu próximo projeto de pesquisa de mercado.