5 Ways To Improve Your Customer Effort Score Surveys


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Source: Wizu

If customers are having a hard time getting their questions answered they will switch to a different provider, so it is essential you work to reduce customer effort. In order to do this, it is vital you are collecting Customer Effort Score (CES) ratings after specific customer interactions or touch points.

Once you have your Customer Effort Score program in place you can then start to look at ways of improving your scores and below we run through some of the key ways your organisation can achieve better results.

Go Deeper

CES becomes even more powerful when combined with additional context. Getting the score gives you a good idea of how you are performing but by asking additional follow up questions you can then better understand the context and specific issues the respondent had. By using text analytics tools to identify trends from open text responses you can start to see a clearer picture of what common areas are causing people to have high effort experiences, allowing you to make adjustments to improve.

Let Your Customers Help Themselves

To help improve your CES you should be looking at ways to empower customers to solve issues themselves instead of having to contact a customer service agent. Look at ways of providing self-service options, such as the Wizu website FAQ pop up solution, where customers can find answers to common issues or access relevant information and support. This reduces the effort required from the customer in order to find a resolution to their issues and also decreases the drain on your resources.

Don’t Leave People Hanging

Nothing frustrates customers more than having to wait on hold to speak to someone. Customers want their issues resolved quickly and so you should always aim to reduce wait times either through improving your call back system, employing more staff at peak hours or by utilising more self-service help solutions.

Close The Loop

Collecting your Customer Effort Score feedback should not be the end of the conversation with the customer. Use that information to proactively intervene and improve the experience directly for that customer. Set up automated workflows to allow your staff to deal with any issues raised and you can then increase the chance of that customer purchasing your products or services again. Doing this alongside making general improvements based on the overall survey results will help you continue to improve and increase your CES.

Get Everyone On Board

Customer Effort Score is something that your whole organisation should be invested in and if you want to improve your ratings you need everyone to be working together. Ensure you share the findings of your surveys with all relevant departments while assigning specific roles to people responsible for implementing changes.

These are just some of the ways you can start to work to improve your Customer Effort Score but this is more about a company mindset then a checklist. You want to make your customers lives as easy as possible so ensure you are looking at all your customer touch points and collecting relevant feedback on key areas. Use your customer data to make positive changes to your CX and you will be rewarded with increased customer loyalty.

Martin Powton
I have over 13 years' experience in digital marketing and am interested in all areas of marketing, customer experience and employee wellbeing.


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