How to use Customer Effort as a Customer Experience Measure

This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience.

How to use Customer Effort as a Customer Experience Measure

Stuart Crawford-Browne

Introduction

Is Customer Effort an appropriate measure to consider as a customer metric for businesses that are committed to developing a customer-centric organisation? Does it deliver financial benefits to those that invest in it? The answer to both questions is yes; but only once its role as a performance measurement tool is understood in the context of other key customer experience measures.

In a business environment where simplified marketing metrics have the strongest appeal in the boardroom, the Customer Effort Score (CES) follows Net Promoter Score (NPS) as...

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