Survey Metrics

CES

A customer experience metric that measures how much effort your customers have to put in to getting their issues solved.

CES focuses on creating an effortless experience for customers. The underlying thought is that service organisations create loyal customers by reducing customer effort.

What are the benefits?

  • CES is more specific than overall customer satisfaction or NPS and hence more actionable within its realm ie. The customer experience itself. It is best used after a specific interaction or transaction.
  • It is the strongest predictor of future purchase behaviour with regard to customer loyalty.

Considerations

  • As with other customer experience metrics, it cannot stand alone.
  • It can only focus on a transaction and is not suitable for a brand-related question. As a result, it does not provide information regarding the customer’s overall relationship with the business.
  • CES does not examine how factors such as your price, product and competitors may be influencing your customers.

Survey Metric types

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