The Customer Effort Score
Measure the cooperation with your service providers
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.
Test our demo questionnaire for the CES now:
Your advantages of a CES survey with Rogator
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Full-service offer
Rogator supports you from A to Z in embedding your CES query in your survey processes. No matter if it is the technical implementation, the translation into various languages or index calculation and time series comparison within a premium dashboard: We will find the perfect research combination for you.
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Transactional CES measurement
Similar to the NPS®, the CES is also suitable for use in the context of a transactional survey, where direct feedback is obtained, which may vary from one project to another. Ideally, the CES is also used in combination with the NPS® or a relational customer survey.
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Direct feedback
The CES can be easily combined with a direct feedback function. In this case, the participating person would receive a text field for description in case of negative evaluation. The content of the feedback entered there could (after approval by the customer) be sent by alert e-mail directly to the responsible contact person.
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.
Rogator advises you individually on all questions regarding the CES survey
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Does the CES replace all other customer feedback?
Definitely not. As a Key Performance Indicator (KPI), it is well suited to support service-oriented companies with feedback. However, the scores alone do not provide any information about where exactly the service may be lacking. And they reveal nothing about the importance of the service itself. An exclusive alignment with the CES could lead to a strategic misalignment. Only in combination with follow-up questions does the CES identify concrete fields of action.
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Is the CES the new NPS®?
These figures need to be seen for what they are: As a limited window into a customer relationship that consists of a wide variety of facets. CES and NPS® illuminate various sections of this window and have an even stronger effect when combined. But to fully understand a customer relationship, a more thorough analysis is usually required - at least periodically.These figures need to be seen for what they are: As a limited window into a customer relationship that consists of a wide variety of facets. CES and NPS® illuminate various sections of this window and have an even stronger effect when combined. But to fully understand a customer relationship, a more thorough analysis is usually required - at least periodically.
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How is the CES calculated?
In contrast to the NPS®, there is no uniform collection and calculation rule for the CES. In most cases, the CES is calculated by subtracting the frequency of negative responses from the frequency of positive responses. This can, but need not, be done on the basis of the NPS® metric using the familiar 11-level scale.
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Can the CES be combined with other questions?
Definitely yes. And Rogator strongly recommends this combination. Because at the end of the day, feedback is of real use only if it can be explained. This is usually what the respondents need as well. In this respect, at least the provision of a text field after a negative vote is helpful. The CES question can also serve as a starter/ice breaker question for a more comprehensive questionnaire.
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.
Services at a glance
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1. Consulting on embedding the CES in your customer feedback processes
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2. Questionnaire development and translations, if necessary
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3. Participant invitation
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4. Process automation
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5. Alert functions
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6. Reporting and dashboard connection
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