The Significance of Customer Effort Scores

Improve your CES scores by helping your customers find exactly what they want
On Wednesday 07 August 2019 by Josh O'Farrell

One of the main questions customers always ask when getting involved with a new company is: "How easy can they handle my issues?" About 99.9% of customers expect to hear this response: "Effortlessly." 

In this fast-paced, digital age we live in, everything is rated and recommended to the next potential customer. People WANT to hear if a business is useful or not before dipping their toes in for themselves. 5 stars here, "satisfied" scores there, businesses both demonstrate their strengths and weaknesses through the use of customer effort scores on their website, for potential customers and competitors to see. 

A question every business should ask is, "How easy do you make it for a customer to connect to a support agent to resolve a problem or get a question answered?" That can be a significant indicator of the likelihood of your customer returning to do business with you, especially in the customer support area. 

Businesses are continually hoping to keep their customers impressed by, and loyal to, their services. Customer satisfaction is essential. To know how their customers are feeling with their services, they look at a simple little survey labeled 'CES.' 

What is CES?

Customer Effort Scores (CES) are a customer service metric that enables service organizations to account for the ease of customer interaction and resolution during a request. A symbolic key performance indicator (KPI) of customer satisfaction, the CES is easy to measure, which assigns ratings along a spectrum from a minimal effort to incredibly difficult.

To put it in layman's terms, the CES shows the business if they made their services usable for their customers and were they happy with it.

A popular methodology employed by customer success teams everywhere, CES surveys for global attention in 2010, with the publication of an HBR article entitled "Stop Trying to Delight Your Customers." CES surveys activate upon specific interactions and processes between a customer and a business.

An all powerful tool...and weapon

Actionable, specific, and a strong predictor of future purchase behavior, CES surveys can give you an idea of how likely your customers are to refer your brand to others. A powerful tool in the business’ hands, your company could go from living the high life in the first-class 'no hurt' category to ending up in the 'hurts worst' ward, if not proactively considering customer effort. A customer's lousy score tends to shout louder and spread further than leaving an excellent one. 

According to Forbes, in 2017, U.S. businesses lost $75 billion due to poor customer experiences -- up from $16 billion in 2016, with most of these problems not even reported. Revenue that companies definitely can't afford to lose. Something to also bear in mind is Reputation Refinery’s statement, “ 96% of unhappy customers will not complain to the business but will tell over 15 of their friends about their bad experience”.

Excellent customer experience starts before an issue arises but is vital once there is a problem to handle. With the continued growth of eCommerce, global reach and changes in consumer behaviors, businesses rely on voice and data networks for customer communication and the voice channel continues to dominate.

Spearline's proactive monitoring of the voice channel allows businesses to deal with a problem before there is one. Keeping your customers satisfied and keep your scores high.

Scoring with Spearline

Here at Spearline, we focus on helping our customers achieve positive Customer Effort Scores by ensuring their voice communications are top class and support a productive and relaxed conversation.

Today’s networks are complex with traditional PSTN networks intermingling with advanced IP networks, and with customers using a range of devices and communications technologies to interact with businesses.  Managing voice connectivity and quality is an ongoing challenge.

Spearline develops a proactive testing and monitoring schedule with our customers to maximize the effectiveness of their customer interactions. The toolset helps businesses to optimize call routing and to ensure high quality of audio for toll and toll-free inbound services as well as for dial-out.  

The Spearline platform test calls using the paths that your customers use to contact you - from an in-country landline or mobile connections, toll and toll-free. The platform experiences your network as your customers do. Are you interested in finding out more? Book a free demo here.


New to Spearline?

If you are new to Spearline and would like to find out more about how you can benefit from our platform, we would love to speak to you! Please send us a brief message, and we will be in touch with you shortly.


About us

Spearline is a technology company that proactively tests toll, toll-free and premium-rate numbers for audio quality and connectivity globally. We support business sectors, such as contact centers, conferencing services, and other applications, in successfully connecting with their customers. If you are interested in benefiting from our platform, please get in touch with us.

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