{"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":"pesquisa-de-mercado-de-pontuacao-de-esforco-do-cliente","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solutions\/qualitative-quantitative-research-solutions\/customer-effort-score-market-research\/","title":{"rendered":"Pesquisa de mercado de pontua\u00e7\u00e3o de esfor\u00e7o do cliente"},"content":{"rendered":"

Pesquisa de mercado de pontua\u00e7\u00e3o de esfor\u00e7o do cliente<\/h1>\n\n\n\n
\"Pesquisa<\/figure>\n\n\n\n
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Qual \u00e9 a pontua\u00e7\u00e3o de esfor\u00e7o do 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 pesquisa CES<\/span><\/h2>\n\n\n\n

As empresas podem usar diferentes m\u00e9tricas para medir a pontua\u00e7\u00e3o de esfor\u00e7o do cliente. Por\u00e9m, a m\u00e9trica escolhida pode alterar a forma como a empresa calcula e pontua as pesquisas. Os tipos de pesquisa incluem:<\/span><\/p>\n\n\n\n

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  1. A escala de 1 a 10 \u2013 <\/b>os entrevistados oferecem uma resposta na faixa de 1 a 10 para uma pergunta. O segmento 7 a 10 geralmente traz respostas positivas.<\/span><\/li>\n\n\n\n
  2. A escala Likert \u2013<\/b> este m\u00e9todo envolve uma escala com uma gama de respostas. Essas respostas geralmente v\u00e3o de \u201cdiscordo totalmente\u201d a \u201cconcordo totalmente\u201d.<\/span><\/li>\n\n\n\n
  3. Emoticons \u2013<\/b> essa m\u00e9trica \u00e9 simples. Ele usa uma cara triste, uma cara neutra e uma cara feliz para avaliar a experi\u00eancia do cliente.<\/span><\/li>\n\n\n\n
  4. A escala de 1 a 5 \u2013<\/b> as op\u00e7\u00f5es de resposta neste caso s\u00e3o as seguintes: Muito Dif\u00edcil \u2013 Dif\u00edcil \u2013 Nem Dif\u00edcil nem F\u00e1cil \u2013 F\u00e1cil \u2013 Muito F\u00e1cil. As empresas tamb\u00e9m podem reverter a ordem.<\/span><\/li>\n<\/ol>\n\n\n\n

    Por que a CES \u00e9 importante?<\/span><\/h2>\n\n\n\n
    \"Pesquisa<\/figure>\n\n\n\n

    <\/p>\n\n\n\n

    A ideia moderna do servi\u00e7o Omnichannel visa reduzir o esfor\u00e7o do cliente. Trata-se tamb\u00e9m de diminuir o conflito entre canais de servi\u00e7o. A CES oferece \u00e0s empresas uma nova camada de feedback dos clientes. Este contexto adicional permite \u00e0 empresa identificar canais e processos deficientes. Pode ent\u00e3o tomar medidas para melhor\u00e1-los.<\/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

    Quando voc\u00ea deve usar o 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

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