Étude de marché sur le score d’effort client

Qu'est-ce que le score d'effort client ?

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.

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.

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’s website. Customers punish bad service more often than they reward a delightful experience.

Types d'enquêtes CES

Companies can use different metrics to measure Customer Effort Score. However, the chosen metric can change the way the company calculates and scores surveys. The survey types include:

1. L'échelle 1-10 - les répondants proposent une réponse comprise entre 1 et 10 à une question. Le segment 7-10 comporte généralement des réponses positives.
2. L'échelle de Likert – cette méthode implique une échelle avec une gamme de réponses. Ces réponses vont souvent de « pas du tout d’accord » à « tout à fait d’accord ».
3. Émoticônes – cette métrique est simple. Il utilise un visage triste, un visage neutre et un visage heureux pour évaluer l'expérience client.
4. L'échelle 1-5 - les options de réponse dans ce cas sont les suivantes : Très difficile – Difficile – Ni difficile ni facile – Facile – Très facile. Les entreprises peuvent également inverser l’ordre.

Pourquoi le CES est-il important ?

The modern idea of Omnichannel service is all about reducing customer effort. It’s also about lessening conflict between service channels. CES gives companies a whole new layer of customer feedback. This additional context allows the company to identify deficient channels and processes. It can then take steps to improve them.

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’re 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’re 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’re likely to recommend it to others.

Quand devriez-vous utiliser le CES ?

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.

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

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SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches. Contactez nous pour votre prochain projet d'étude de marché.