How can you calculate the Customer Effort Score (CES) to evaluate CRM satisfaction?

The Customer Effort Score (CES) measures CRM satisfaction by asking customers to rate their effort on a recent interaction. The average score is the CES. Steps: Ask customers to rate their effort. Use a 5-point scale. Gather feedback through various channels. Calculate the average score. Analyze and interpret results. Considerations: Clarify the interaction or service. Collect feedback immediately after the interaction. Use multiple feedback channels. Translate data into improvement plans. Regularly monitor trends. Benefits: Improved customer satisfaction Reduced customer support costs Enhanced brand reputation CES is a valuable tool for evaluating CRM satisfaction and improving customer experience.

What is the CES? ??: The Customer Effort Score (CES) is a metric used to evaluate the ease with which customers can achieve their goals when interacting with a product or service, particularly in the context of Customer Relationship Management (CRM). It measures the perceived effort customers expend to resolve issues or complete tasks.

Customer satisfaction/dissatisfaction is multi-factorial and each can have different dynamics over time, so a five-factor scale is fine, but you need to identify all the relevant factors and their trends for a good interpretation. Otherwise, you run the risk that your conclusions will have limited validity over time.

Here is the formula for calculating CES: CES = (Total sum of responses) / (Number of responses) For example, if you ask 100 customers to rate their experience on a 5-point scale and you receive 50 responses, with an average rating of 3.5, your CES would be 35. Interpreting CES Scores CES scores can be interpreted as follows: 0-25: Very difficult 26-50: Difficult 51-75: Neutral 76-100: Easy A CES score of 70 or higher is considered to be good. A CES score of 50 or lower is considered to be bad.

In my experience CES is subjective to each customer as every customer is different and the perceive things differently but by effective listening and readiness to help client can enhance the customer satisfaction and reduce the indicator of CES low. For example if a client comes in to plan for his financial goals to financial advisor listening and readiness really helps the client to attain their goal

Why is the CES important? ??: CES is crucial because it directly correlates with customer satisfaction and loyalty. A lower effort score indicates a smoother customer experience, fostering positive sentiments. Reduced customer effort often leads to increased retention and advocacy, impacting the overall success and profitability of a business.

L’importance du CES tire ses origines dans la psychologie du client. Le client aujourd’hui est moins attentif mais par contre souhaite plus d’attention. Il souhaite notamment ressentir que tout est simple dans ses interactions avec la marque. Une simplicité que la marque droit ventiler sur tous ses parcours client(achat, paiement, gestion, assistance et réclamation). Le CES nous permettra de mesurer la facilité et le niveau d’optimisation des parcours clients.

Le CES est très important de nos jours parce qu'il permet de mesurer l'écart entre l'expérience offerte et l'expérience voulue par le client. Un CES élevé peut avoir plusieurs facteurs : - un SLA inadapté - des process et procédures internes non orientés CX - incompétence des agents du frontline

CES is important because it provides valuable insights into the customer experience and helps organizations understand the level of effort customers have to put in to achieve their goals. Overall, it helps organizations monitor and improve the customer experience, leading to higher satisfaction, loyalty, and business success.

CES comes as a measurement of Loyalty, whereas Loyalty resides in the middle stage between moving your Base from “dis-satisfaction to satisfaction” and from “ Satisfied to Loyal” then it can be followed by preference measurement or promotability at the top !

How to calculate the CES? ??: To calculate CES, ask a straightforward question after a customer interaction, like "How easy was it to resolve your issue?" on a scale, typically from 1 to 7. The average score represents the CES. Lower scores indicate a better customer experience, as less effort is perceived.

In addition to CES, there are a number of other customer experience metrics that you can use to measure CRM satisfaction. These include: Customer satisfaction (CSAT): CSAT is a measure of how satisfied customers are with your products or services. Net promoter score (NPS): NPS is a measure of how likely customers are to recommend your products or services to others. Customer churn rate: The churn rate is the percentage of customers who stop doing business with you in a given period of time.

On peut aussi utiliser une échelle de 1 à 7. Dans ce cas les notes sont regroupées en 3 catégories pour permettre l'évaluation. - Effort faible : 1 ou 2 - Effort modéré : 3 ou 4 - Effort élevé : 5, 6 ou 7 La formule à appliquer est : CES = (Pourcentage d'effort élevé) - (Pourcentage d'effort faible) Le calcul permet d'obtenir un score situé entre -100 et +100

Success can differ from industry to industry or even from client to client. There is no one-size-fits-all approach, so do not hesitate to create your own standards. Depending on how you frame your question or questions and the range of your scale, the score goal can be a higher or lower number. The crucial aspect is to have clear and concise questions that will elicit truthful and informative responses. Keep these questions consistent across the board to maintain the integrity of the CSE tracking process.

Design the Survey Question: Create a clear and concise question that captures the essence of customer effort. Choose the Right Channels: Decide which communication channels you’ll use to collect feedback. Collect Responses: Send the survey promptly after the customer interaction. Fresh experiences lead to more accurate feedback. Calculate CES: Sum up all the scores received from customers. Divide the total by the number of responses to get the average score. Analyze and Act: Interpret the results: Identify pain points: Look for patterns in feedback. Are there specific touchpoints or processes causing high effort? Continuous Improvement: Regularly track CES to monitor changes over time.

How to interpret the CES? ??: Interpret CES scores based on the scale: 1-2: High effort, indicating potential dissatisfaction. 3-4: Moderate effort, room for improvement. 5-7: Low effort, suggesting a positive customer experience. Regularly analyze trends and fluctuations to identify areas for enhancement.

For interpreting a Customer Effort Score (CES), you should keep in mind that it is subjective (it reflects a perception in regards with expectations) and must be task / process focused (CES for a same customer might be different for the acquisition process and for accessing the customer service, for example). It is best used when interpreted in combination with other indicators : customer satisfaction (CSAT) or promoter score (NPS), specific transaction performance indicators for the observed process. It can then be used to prioritise work to be done in order to improve your customer facing processes.

Sometimes for the synchrony of the survey to have the same direction from 1-5 (1 being lowest and 5 being highest), we advise using the wording of Customer Easiness score, which is the same but read reciprocally of course or inverted to stay objectively correct !

Compare your score with industry benchmarks if available. Also, track changes in your CES over time to see if efforts to improve the CRM experience are working.

What is important is to provide a simple range that ensures the client has to provide a clear response. 1-7 can give the survey recipient a way to be less committed to a choice. I think a 1-5 score is better. As example, please rate how easy we were in your recent purchase... 1= Extremely Difficult, 2= Difficult, 3= Average, 4= Easy, 5= Extremely Easy. What I am looking for is a Top two box response of 4 or 5.

Enhance CES by: Streamlining processes for quicker issue resolution. Providing clear instructions and self-service options. Proactively addressing customer pain points. Investing in user-friendly interfaces. Gathering feedback and iteratively improving based on customer insights. Continuous efforts to minimize customer effort contribute to long-term satisfaction and loyalty.

L'amélioration du CES passe par : Une maitrise parfaite du besoin du client. Il est donc important d'impliquer le client en amont dans le développement des solutions qui lui sont dédiées. Cet exercice facilite la collecte d'information sur le client et permet ainsi de simplifier le parcours client. La digitalisation des interfaces de communication avec le client. L'anticipation sur les problèmes rencontrés par le client et les solutions appropriées. une agilité du fournisseur et mise en place des processus d'amélioration continue

Consider leveraging one of your strongest client relationships by inviting them to participate in a pilot group to test a new feature. This will not only give you valuable user feedback but also demonstrate to the client that their input is highly valued, strengthening the relationship even further.

Según mi experiencia, para poder mejorar el CES es importante un trabajo de iteración constante en el proceso usando metodológicas ágiles como Desing Thinking. Para poner un ejemplo concreto, si tenemos un CES muy elevado justo después del onboarding, lo ideal sería entrevistar a los clientes que han puesto un CES alto y ver en qué partes se han atascado, justo después prototipar una solución, hacer un test e ir midiendo hasta conseguir llegar a unos parámetros correctos.

Pour réduire l'effort client, il est important à la suite des résultats du CES d'impliquer tous les acteurs du parcours de la relation client pour établir un plan d'action efficace: les responsables CX, les agents du frontline, les agents du back-office, les partenaires au besoin ...

Having a low CES is great and your customers will love it, but all companies have challenges and it's important to have a process in place to deal with those effectively and efficiently. That's where you will gain a lot of customer loyalty in how you react to those challenges. They will also tell their friends about how great your company was.

In general, to understand and measure Customer Effort Score effectively, you should consider the Timing, consistency and following up actions in order to measure and improve the customer's experience in a proper way.

The brain often operates on a principle called "cognitive miserliness," where it seeks to conserve energy by avoiding unnecessary effort. This means it tends to rely on mental shortcuts or heuristics to make decisions quickly, especially in situations where time or resources are limited. These shortcuts can sometimes lead to errors in judgment, but they're generally efficient for navigating daily tasks.

One thing people need to consider when working with CES is the complexity of the customer. Most often, companies make the mistake of capturing one perspective—the effort of one when the experience in reality encompasses the experiences of many. If you are aware of this and you are okay with the homogeneity of your score, you're good. However, in most B2B scenarios, CES loses its value as a metric because of the heterogeneity of the customer being measured. In many B2B instances, CES is NOT an adequate measure of effort because it's only measuring the effort of a fraction of the people who exert the effort the metric is trying to understand.

Prolonged and difficult onboarding processes result in decreased adoption and engagement, therefore, CES should be one of the staples of your onboarding KPIs. Gauging CSE at the end of client onboarding will help you identify potential roadblocks and optimize for a more seamless experience.