Customer Effort Score (CES) surveys are a great way to identify
where customers might be experiencing high levels of effort with your
organisation which can impact on customer loyalty. These surveys should be sent
directly after specific touchpoints or interactions like a transaction or
customer service interaction.
By asking a customer how easy it was to get their issue
resolved you can get an indication of if they will return as a customer. You
can also expand on this to ask why they rated the interaction easy or difficult
to help identify how to improve or to close the loop on the interaction.
There are a number of ways you can ensure your CES surveys
are set up to be as successful as possible.
Make It Simple
You need to find a balance between keeping your survey short
and simple but also generating enough insight to make them useful. A metric
alone is not going to help you identify the customer pain points, but a 20 minute
long survey is going to limit the completion rate and potentially annoy your
customers. At Wizu we suggest asking your main metric question along with a
couple of open text follow ups that can utilise the Wizu Intelligent Probing to
get a deeper level of insight and provide a more personalised interaction.
Make It Engaging
Over half of online interactions now happen on mobile
devices so it is vital that your CES surveys are optimised for mobile. You
should also try to make the survey interface match your overall brand tone and
style to keep the experience consistent.
Automate The Process
Ideally you should be automating your survey process so that
invitations are sent out directly after an interaction with a customer service
agent or after a specific touchpoint. Wizu allows you to integrate with your
CRM or via APIs to automate these triggers and pass through customer specific
information, such as order information or agent details.
The results of your survey should be shared across all
departments and with those who can take action in your organisation. Wizu allows you to create automated workflows
that can notify specific members of staff relevant to the issues raised in your
surveys. For example, if a customer is complaining about your support team then
you might want to notify the Head of Customer Support. You can also let the
respondent know this is being followed up on or even close the loop as part of
the feedback experience.
Find out more about how Wizu can help you measure and
improve your Customer