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...