With the right customer effort survey software in place you can effectively measure and reduce the effort required by customers when they interact with your business across any of your touchpoints, helping to improve their overall satisfaction and loyalty with your brand.
This can be achieved through a few simple steps:
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The customer effort survey questions that you ask are an essential part of your CES survey and will be critical in helping you assess how easily customers are interacting with your brand across all your touchpoints. So, if you’re going to get the greatest value from your CES survey, you’ll need to think carefully about the questions you choose to use.
To help you, we’ve outlined some customer effort score sample questions below, which you can potentially ask in a range of different scenarios:
For customers who had just navigated and then completed a service or support call with an operator at a large call centre, good examples of customer effort score survey questions could include:
How easy did you find our call software to navigate and get through to the department that you needed?
On a scale of 1 to 5, what level of effort was required on your part to get your issue resolved with our support operator?
Similarly, customer effort score questions can be extremely valuable when you’re trying to assess how easy it is for customers to navigate, obtain information from or interact with any applications on your website. Sample customer effort questions could include:
How easy did you find our website to navigate and obtain any information you were looking for from our site?
How much do you agree with the following statement: Through your live-chat application, I was able to resolve my issue easily?
In some situations, you could even follow up your customer effort score question example with an open-ended question. This could allow you to obtain a bit more detailed information about why customers chose to score you in the way that they did, or even provide suggestions about ways in which you might improve. This could be triggered by the following sequence:
To what extent do you agree with the following statement: ’Our app is really easy to use
For those that disagreed, you could follow this up with:
If we could do anything – what do you believe we could do to make this app easier to use?
Like any other customer survey method, it’s useful to know when and in what situations you’ll be able to gain the greatest value from a deploying customer effort survey. So, looking at some customer effort survey examples before you get started can be a very useful exercise.
We’ve outlined three customer effort score examples to help guide you with this below:
We’ve all had experiences of shopping online and having to navigate the shopping cart in order to facilitate the purchase of a product or service, which can require more effort on some retailer’s websites than others.
Consequently, sending a CES survey directly after a customer has made a purchase on your website, is a great way of finding out how easy or challenging your own e-commerce operations is.
A CES survey can also be very helpful after a customer has signed up for a digital subscription service and you’re trying to gauge how easy they are finding your services to use.
Rather than survey them immediately, you could set up a pop-up page survey to appear two weeks after they’ve signed up, to give them time to try out the key features and then investigate how easy they are finding it to use.
Customers that experience frustrating or unhelpful customer service interactions are more likely to take their business elsewhere, so a CES survey can be a great way of finding out if the experience your customers are receiving is effortless or difficult.
By integrating your survey software with your ticketing support system, you can set up surveys to be automatically triggered after a customer has closed a support ticket, whether that’s via a phone call, email or live chat.
Having issued your CES survey and gathered feedback from all your customer touchpoints, you’ll want to know how to measure customer effort, so you can better understand how easy or difficult your customers are finding these interactions. This is where the value of the customer effort score (CES) metric comes in. Also, referred to as a customer experience metric, the customer effort score is the final piece of your survey, which measures how easy it is for customers to do business with you.
When it comes to working out your customer effort score calculation there are two main methods used by businesses.
Based on the original CES calculation scale proposed by the creators of this metric in 2010, customers are asked to answer the question "On a scale of 1 to 5, how much effort did you have to expend to handle your issue?
1 = Very low effort
2 = Low effort
3 = Neutral
4 = High effort
5 = Very high effort
The CES is derived by dividing the sum of all individual customer effort scores by the number of customers who provided a response. This method results in a score from 1 to 5 - the lower the score, the better, as businesses that can build a low effort customer experience are more likely to gain more loyal customers long term.
The second ces customer effort score calculation, to recently emerge uses a wider range of scale numbering, with slightly different wording, moving away from the original CES customer effort and focusing more on customer ease. Under this method customers are typically asked "On a scale of 1 to 7, how easy was it to get your issue resolved?"
1 = Extremely easy
2 = Very easy
3 = Fairly easy
4 = Neither
5 = Fairly difficult
6 = Very difficult
7 = Extremely difficult
Once again, the CES will be calculated by dividing the sum of all individual customer effort scores by the number of customers who provided a response. And the lower the score, the better.
The business benefits of running customer effort surveys and using the insight to lower your customer effort score are wide-ranging, but some of the key ones include:
When you’re able to better understand how easy or difficult it is for customers to interact with your service and support teams, you’re better able to make the changes you need to improve your service.
The lower your customer effort score the better, as low-effort interactions require less time and resources compared to high-effort interactions, ultimately helping you to reduce your costs.
When you’re using customer effort surveys to reduce the amount of effort required across all your customer touchpoints, your overall customer satisfaction and loyalty rates will begin to improve.
The higher the volume of customers experiencing low-effort interactions with your business, the higher your repurchase rates are likely to be.
By giving you a head start on the structure and types of questions you should be asking, templates can help save you a lot of time and effort. Take a look at the great selection of fully customisable customer effort survey templates.
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