Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Customer Effort Score – a key metric in analysing customer experience

Accurately measuring customer behaviour is critical to business success. Can CES help deliver an excellent customer experience?

Jim Findlay, Head of Business Insight

NPS vs CES

Many methods of assessment and metrics have been used to measure customer behaviour, including tactical measures such as satisfaction, resolution and more strategic assessments such as NPS (net promoter score). NPS has, in the last decade, become the customer experience metric of choice in the industry.

NPS is seen as a pretty reliable indicator of customer advocacy with reasonable predictive capabilities but many organisations have struggled to reconcile contact point NPS results to corporate objectives.

A recent frisson of excitement in the industry would suggest that CES (customer effort score) is the latest metric contender is being touted as the most effective, predictive measure of future customer behaviour’s available as well as being able to identify the true root causes of customer detraction and is therefore the best operational customer contract metric to drive customer loyalty and experience.

Tools not solutions

In truth, no one metric can be viewed as a panacea.  Metrics can disconnect from actual objectives, leaving organisations driving a number with no tangible output.  Also metrics with corporate entity level relevance may not translate well to more granular investigation, for example, touchpoints and root cause analytics.  At this granular level, metrics may not have a predictive validity aligned to the corporate objectives.

If we view only some contacts as a true picture of experience and performance this can lead to inaccurate reasoning, resource misalignment and ultimately expensive wrong decisions.

Experience would suggest that using a variety of complimentary metrics allows a 360 degree view of performance and customer experience.  The strengths of each metric can then be utilised to create the best possible view of reality.  This ensures that measurement has a relevance to objectives both tactically and strategically.

To gain clear insight it is enormously important to identify all aspects of a customer’s journey to its end.  Each touchpoint is relevant to the customer, each action, even if it is not a contact is also relevant.  If we view only some contacts as a true picture of experience and performance this can lead to inaccurate reasoning, resource misalignment and ultimately expensive wrong decisions.

How we see it

Webhelp UK have identified that measuring customer effort to achieve an objective against their expectations of effort required is an effective predictor of future customer behaviours regarding advocacy, loyalty and future spend if used in conjunction with other tailored metrics.  Effort profiling, using Webhelp UK’s effort algorithm, of customer journeys across all elements of that journey allows a comprehensive view of both multichannel and non contact experience.

CES should be a key weapon in any customer management organisation’s arsenal.

In combination with Webhelp UK’s effort profiling, the use of any other relevant metrics can be combined to give a truly holistic view of business impacts of customer experience and journeys.  This allows the right actions to be taken in regard to people (customers and employee interactions and behaviours), policy (company policies that may not be aligned to objectives, products (are products meeting business and customer needs) and process (are processes effective in delivering objectives).

In conclusion, there are benefits to be gained by using both NPS and CES metrics (as well as other complimentary measures).  Webhelp UK Insight are particularly interested in CES, however, and feel that it is likely to have strong applicability at granular levels particularly in Contact Centre Management.  CES is equally applicable to any contact medium and is reflective of a customer’s journey and holistic experience.  This feature has great synergy with Webhelp UK’s strategy of multi-channel customer journey management and as long as CES is used as one of many data mining tools to derive business improvements and performance, the metric should be a key weapon in any customer management organisation’s arsenal.


admin
Article by: admin

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Rewarding exemplary employment initiatives

Author: Anton Manley, Chief Client Officer, Webhelp The UK Employee Experience Awards, now in their 5th consecutive year, have been designed to recognise and reward exemplary employment initiatives and quality employee experience (EX). Here Chief Client Officer for Webhelp UK, Anton Manley, reflects on his time as Chair of the judging panel… Regular readers of our blogs will realise that...

News
Pedalling hard for CF Warriors

Webhelp's Director of IT services, Stephen Dickson, joined record breaking Cystic Fibrosis warrior, Josh Llewellyn-Jones, this week, as he attempted his latest endurance feat by cycling from Edinburgh to Cardiff in just five days. Stephen cycled with Josh and his team for the final three days of...

News
Ten Heart-Warming Calls Show Why Consumers Prefer Human Customer Service

Leading customer experience provider Webhelp asked 8,000 contact centre employees to share their most distinctive customer interactions   4 April 2019 The woman whose cats eat better than she does. The holiday shopper who provided life advice and inspiration. And the mum-to-be who was...

Whitepaper
AI AND AUTOMATION: IMPROVING THE CUSTOMER EXPERIENCE

How do we really want to interact with brands? What do we really think about AI and Automation? How important is it to strike the right balance between human talent and AI and Automation for CX? Read our new paper to find out more.   The Webhelp Disruptor Series. Be part of...

Case Studies
Webhelp People Analytics

...

Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook