客户努力评分市场研究

什么是客户努力指数？

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.

CES 调查类型

公司可以使用不同的指标来衡量客户努力得分。但是，所选指标可以改变公司计算和评分调查的方式。调查类型包括：

1. 1-10 尺度 – 受访者对问题的回答范围在 1-10 之间。7-10 部分通常表示积极回应。
2. 李克特量表 – 这种方法涉及一个包含一系列答案的量表。这些答案通常从“非常不同意”到“非常同意”。
3. 表情符号 – 这个指标很简单，它用一张悲伤的脸、一张平淡的脸和一张快乐的脸来评价顾客体验。
4. 1-5 级 – 本案例的答案选项如下：非常困难 – 困难 – 不难也不容易 – 容易 – 非常容易。企业也可以颠倒顺序。

CES 为何如此重要？

全渠道服务的现代理念就是减少客户付出的努力。它还旨在减少服务渠道之间的冲突。CES 为公司提供了全新的客户反馈层。这种额外的背景信息使公司能够识别存在缺陷的渠道和流程。然后可以采取措施加以改进。

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.

何时应使用 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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