The Customer Effort Score (CES) is an important KPI that provides insight into the difficulty customers experience when using your products or services. But to make this score actually valuable, it is essential to translate results into actionable improvements within your organization. Discover ten practical tips here to convert the CES into concrete results for a customer-oriented approach.
10 Tips for effective CES implementation and follow-up
- Implement CES carefully within the corporate culture: Don’t just choose a standard approach. Determine which insights you want to gain and why they are relevant to your organization.
- Consider the role of CES within your KPI strategy: Decide whether CES should be the main KPI or if it functions better as an additional KPI in your customer feedback strategy.
- Secure the necessary resources: Prepare the organization for improvement actions with CES results. Ensure commitment from management and reserve an ‘improvement budget’ for quick action.
- Promote internal collaboration and involvement: Create support by stimulating enthusiasm for customer-oriented working within all layers of the organization.
- Stay flexible and customer-focused: CES is valuable, but also focus on the context of your customers and your business goals. Never lose sight of the broader circumstances.
- Use CES as a supporting KPI: CES is effective as a moment-related metric within the customer journey, but does not provide a complete picture of organizational performance because emotions and feelings are not taken into account.
- Measure CES during crucial moments in the Customer Journey: CES is ideal for analyzing specific touchpoints in the customer journey, which helps to implement targeted improvements.
- Involve diverse teams in feedback analysis: Encourage collaboration and internal initiatives focused on customer improvements by actively involving colleagues in CES results.
- Think from the customer perspective: Put yourself in the customer’s shoes by, for example, ordering a product or asking customer service a question. This provides valuable insights.
- Invest in customer-oriented training for employees: Support your team with training in listening, customer focus and recognizing subtle requests for help for a better customer experience.
More insight with CES: combine KPIs for a complete customer experience
Do you want to combine the CES with other KPIs such as NPS or CSAT to gain even more insight into customer behavior? An integrated approach offers a better overall picture of customer satisfaction and makes it easier to develop and implement targeted improvement actions.
