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 a desirable way to quickly understand if the organisation is delivering on the customer experience. However, there is no silver bullet; simplified metrics do not tell the whole story, and decision makers may ignore the blindspots at their peril. This is true of NPS and is also the case with CES.