{"id":31135,"date":"2019-03-04T01:52:13","date_gmt":"2019-03-04T01:52:13","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=31135"},"modified":"2025-09-14T00:33:25","modified_gmt":"2025-09-14T04:33:25","slug":"investigacion-de-mercado-de-puntuacion-de-esfuerzo-del-cliente","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/solutions\/qualitative-quantitative-research-solutions\/customer-effort-score-market-research\/","title":{"rendered":"Investigaci\u00f3n de mercado de puntuaci\u00f3n del esfuerzo del cliente"},"content":{"rendered":"

Investigaci\u00f3n de mercado de puntuaci\u00f3n del esfuerzo del cliente<\/h1>\n\n\n\n
\"Investigaci\u00f3n<\/figure>\n\n\n\n
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\u00bfQu\u00e9 es la puntuaci\u00f3n del esfuerzo del cliente?<\/span><\/h2>\n\n\n\n

Customer Effort Score (CES) is a favored survey method that ranks the ease of a consumer’s experience with a company. It asks customers about the effort they put into using a product or service. This metric evaluates how likely it is for that customer to continue using and paying for the product or service.<\/span><\/p>\n\n\n\n

Service organizations should try to be low-effort. Why? Because effort has the most reliable connection to consumer loyalty. By tracking CES, organizations can make enhancements that improve the customer experience. If they reduce customer effort, service organizations can provide higher-quality interactions and lower costs. They can also use CES to uncover high-effort pain points in customer interactions.<\/span><\/p>\n\n\n\n

What does it mean to reduce customer effort? In simple terms, it means to eliminate obstacles. Customers dislike having to reach out to a company over and over again to resolve an issue. They hate having to rehash a problem to several people and switching between service channels. For example, they don’t want to call after trying to address an issue on the company\u2019s website. Customers punish bad service more often than they reward a delightful experience.<\/span><\/p>\n\n\n\n

Tipos de encuestas CES<\/span><\/h2>\n\n\n\n

Las empresas pueden utilizar diferentes m\u00e9tricas para medir el puntaje de esfuerzo del cliente. Sin embargo, la m\u00e9trica elegida puede cambiar la forma en que la empresa calcula y califica las encuestas. Los tipos de encuestas incluyen:<\/span><\/p>\n\n\n\n

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  1. La escala del 1 al 10 - <\/b>Los encuestados ofrecen una respuesta en el rango de 1 a 10 a una pregunta. El segmento 7-10 suele generar respuestas positivas.<\/span><\/li>\n\n\n\n
  2. La escala Likert \u2013<\/b> este m\u00e9todo implica una escala con una variedad de respuestas. Estas respuestas a menudo van desde \u201ctotalmente en desacuerdo\u201d hasta \u201ctotalmente de acuerdo\u201d.<\/span><\/li>\n\n\n\n
  3. Emoticones \u2013<\/b> Esta m\u00e9trica es simple. Utiliza una cara triste, una cara neutral y una cara feliz para calificar la experiencia del cliente.<\/span><\/li>\n\n\n\n
  4. La escala del 1 al 5 \u2013<\/b> las opciones de respuesta en este caso son las siguientes: Muy Dif\u00edcil \u2013 Dif\u00edcil \u2013 Ni Dif\u00edcil ni F\u00e1cil \u2013 F\u00e1cil \u2013 Muy F\u00e1cil. Las empresas tambi\u00e9n pueden invertir el orden.<\/span><\/li>\n<\/ol>\n\n\n\n

    \u00bfPor qu\u00e9 es importante CES?<\/span><\/h2>\n\n\n\n
    \"Investigaci\u00f3n<\/figure>\n\n\n\n

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    La idea moderna del servicio omnicanal tiene que ver con reducir el esfuerzo del cliente. Tambi\u00e9n se trata de reducir el conflicto entre los canales de servicio. CES ofrece a las empresas una capa completamente nueva de comentarios de los clientes. Este contexto adicional permite a la empresa identificar canales y procesos deficientes. Luego puede tomar medidas para mejorarlos.<\/span><\/p>\n\n\n\n

    Customers want to find what they need easily, and as fast as possible. They want to buy something, perform a task, or get some service. They\u2019re not looking to establish a relationship with a brand. However, they will do so if they have an excellent customer experience. If the website is easy to navigate, they\u2019re likely to buy more products. They will sign up for a new service if the process is simple. Moreover, if a company does an excellent job in resolving issues, they\u2019re likely to recommend it to others.<\/span><\/p>\n\n\n\n

    \u00bfCu\u00e1ndo deber\u00eda utilizar CES?<\/span><\/h2>\n\n\n\n

    The CES survey is most effective when used after specific customer service checkpoints. For example, companies can use it after a customer resolves an issue via an online help desk. Alternatively, they can deploy it after the customer speaks to a call center attendant. These micro touchpoints show how easily a company makes life for its customers. Companies can use information from the responses to make future interactions easier, thus improving customer loyalty in the process.<\/span><\/p>\n\n\n\n

    Customers are busy. They want and expect fast, uncomplicated interactions with a company\u2019s products and services. Companies should use CES to ensure they\u2019re meeting their customers\u2019 expectations. It can also pinpoint new opportunities that will improve their experience. Why should they provide measures that decrease their customers\u2019 level of effort? It will pay off in the things that matter the most to their business, like customer retention.<\/span><\/p>\n\n\n\n

    Nuestra ubicaci\u00f3n de instalaciones en Nueva York<\/h2>\n\n\n\n

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