Making Every Interaction Count with the Customer Effort Score (CES)

B2B

October 30, 2024 / 3 min read

Topics

Customer Experience

Making Every Interaction Count with the Customer Effort Score (CES)

Ever had an experience with a company that just felt like way too much work? Long wait times, endless steps, or confusing processes can all leave us feeling drained—and we’re not alone! That’s why the Customer Effort Score (CES) has become such a hot topic in customer experience. CES isn’t just another number; it’s all about understanding how easy (or not!) it is for people to interact with your business and why. Let’s dive into how CES works and why it’s such a game-changer for building loyalty and satisfaction.

WHY CES IS A GAME-CHANGER

Unlike more traditional satisfaction scores, CES zeroes in on a powerful question: How easy is it for customers to get what they need from your company? When people find interactions seamless, they’re more likely to stick around and share positive feedback. But if they have to jump through hoops, they’re probably already halfway out the door. Research backs this up—companies that minimize customer effort see better loyalty and retention rates than those that focus on satisfaction alone.

To learn more about CES, don’t miss our video in the CX Minute series, where Christian Watier explains how this score can transform your approach to customer experience.

HOW LANLA’S TEAM CAN HELP YOU TAP INTO CES

Implementing CES effectively takes more than just a survey; it requires understanding where effort is spiking, why, and how to fix it. Our expert team of analysts specializes in making sense of this data, translating it into actionable steps that streamline customer interactions. Here’s how we approach it:

  1. Spot the Roadblocks: We identify those “sticky” spots in your customer journey where effort is too high (often called bottlenecks).
  2. Craft Solutions: Based on CES insights, our team helps design process improvements that make it easier for customers to reach their goals.
  3. Track Progress: By continuously measuring CES, we ensure that changes are on track and making a real difference.

BRING CES INSIGHTS TO LIFE WITH CHRISTIAN WATIER

Looking to energize your team’s understanding of CES and its power to drive loyalty? Book Christian Watier, Ph.D.—a renowned speaker with expertise in customer and employee experience—for your next conference or workshop. With his approachable style and impressive background in psychology, Christian delivers real-world insights that can transform the way your organization thinks about customer effort.

BOOK A CONFERENCE

Dixon, M., Freeman, K., & Toman, N. (2010). Stop trying to delight your customers. Harvard Business Review, 88(7/8), 116–122.


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