Customer Effort and Loyalty · Best Practices for Implementing C.E.S. 1. Expect C.E.S. to paint a...

Customer Effort and Loyalty The Importance of Customer Effort Scoring

Mark Stanley April 2012

Brand Loyalty

Brand loyalty is a consumer's preference for a particular brand and a commitment to repeatedly purchase that brand in the face of other choices.

Customer Loyalty is Weak

Service Impact on Loyalty

Efforts Impact Dissatisfaction

Impact of Customer Service on Loyalty

Customer Effort and Loyalty

Customer Effort

How hard customers have to work to purchase, understand, use and receive service.

Customer Effort Score (C.E.S.)

Loyalty predictor.

Single question: How much effort did you personally have to put forth?

Scale: 0 (low) to 5 (high)

Why Does C.E.S. Matter?

1. High effort encourages customers leave.

2. High effort creates unnecessary work.

3. High effort drives up the cost of service delivery.

Best Practices for Implementing C.E.S.

1. Expect C.E.S. to paint a holistic picture of customer effort, root cause.

2. Use effort-based surveys to analyze discrete sources of effort, learn reason for a customer request (e.g., “…to complete the sale?”).

3. Capture unresolved issues or outstanding requests.

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Customer Effort and Loyalty · Best Practices for Implementing C.E.S. 1. Expect C.E.S. to paint a...

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