In order to make your company truly customer-centric, you have to decide once and forever that you want to give your customers a central position in your organization. This means that you are not only going to listen to your customers’ feedback, but also implement the necessary improvements based on it.

Many organizations are by now familiar with the process of the day-to-day tracking of customer feedback, using it to make the voice of their customers audible within their organization. Most likely, these organizations are also using Net Promoter Score (NPS) as a measure to track the experience of their customers with their organization, product, service or brand. The problem is, however, that unfortunately the NPS is not suitable for measuring all of the interactions a customer might have. After all, customer experience is a comprehensive phenomenon made up of all the possible steps and stages of the customer journey. In this journey, the customer can encounter a problem with a product or service or have a complaint about the quality of the customer service. It makes little sense to measure the experience of a customer with a negative aspect like a complaint, by asking to what extent they would recommend the company? In cases like that, the Customer Effort Score can do the trick.

Customer Effort Score (CES)

The Customer Effort Score (CES) is a customer oriented KPI that focusses on how much effort customers feel they must put forth, in order to have their problem solved. So the main issue in the CES score, is how easy you can make your customer’s life when they have a question or a complaint.

‘How much effort did you personally have to put forth to handle your request?’

Example:
How much effort did you personally have to put forth to have your question answered?

One system measuring NPS as well as CES

survey-questionnaire.pngIt is important that you use the right KPI for the right process. It is impossible to use the CES to create an overall impression of the customer experience, but as a supporting KPI to for instance NPS, it can be extremely helpful. This means that when you start to measure, track and analyze, it is important that you find a system that does not only allow you to use the two metrics next to each other, but that also recognizes at which stage of the customer journey your customer is, and adjusts the metric accordingly (for instance, measuring NPS in case of purchase or subscription and CES in case of complaints).

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Which Performance Indicators (KPI's) are used for the measurement and management of Customer Experience and how can you set fair targets that will motivate everyone to create a truly customer-centric organisation?

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