In order to make your company truly customer-centric, you have to decide for once and for all that you want to give your customers a central position within your organization. This means that you are not only going to listen to your customers’ feedback, but you will 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 be heard throughout 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 may 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 such as a complaint, by asking to what extent they would recommend the company to others. 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 focuses 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.
Example Customer Effort Score question
How much effort did you personally have to put forth to have your question answered?
Measuring NPS as well as CES with one system
It 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 alongside one another, but it should also recognizes at which stage of the customer journey your customer is, and adjust the metric accordingly (for instance, measuring NPS in case of a purchase or subscription and CES in case of complaints).
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Which Key Performance Indicators (KPIs) 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 organization?