Measuring CES professionally

Measuring CES with Rogator

The Customer Effort Score (CES) is an interesting addition to the Net Promoter Score® (NPS®) or any other customer survey method. It measures how simple, fast and uncomplicated the cooperation with a supplier or service provider is.

This is based on the theory that customers remain loyal to a company – as long as certain basic factors are fulfilled – above all if the business processes and interactions are designed to cause as little effort as possible and can be handled as quickly and easily as possible for the customer in the customer relationship.

Rogator will be glad to support you with technology and experience in all aspects of the CES.

How can Rogator support you in implementing the Customer Effort Score?

The use of the Customer Effort Score within the scope of a customer survey can be implemented technically without any problems with our professional G3plus software, even in several languages. It is much more important to discuss and define for what purpose and to what extent the results and scores achieved should subsequently be applied in the company. The CES – similar to the NPS^® – has the potential to serve as a serious Key Performance Indicator (KPI), which can be used to optimize processes and resources based on data and feedback.

There are various options for the Customer Effort Score. These essentially depend on which business transaction is to be assessed de facto (a purchase? a support call? an entire project?). Likewise, it is important to specify whether the CES is surveyed in a single survey – i.e. as an independent survey – or whether it is embedded in a more comprehensive questionnaire (e.g. including an NPS^® question). Our experts will be glad to advise you on the optimal variant for your individual feedback process. You can find various designs in our demo link.

Holistic analysis of the customer relationship

In general, it is advisable not to use instruments such as the CES as the sole yardstick for a customer relationship. Research results indicate that the CES is significantly correlated with customer satisfaction and willingness to buy again and recommend the product to others. Nevertheless, you should strive to combine various instruments and exploit their respective strengths in order to obtain a picture of your customers that is as comprehensive as possible. Here too, you can rely on the expertise of our Customer Feedback Team. We would be glad to support you in the holistic analysis of your customer relationship.