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Customer Effort Score is a commonly used metric that measures how much effort it took the customer to achieve his/her goal. Used mainly to gauge the aggregate, digital experience of your customers with your product, you can also use to collect feedback at a number of other touchpoints along the customer journey.
Why make a CES loyalty survey?
It’s important to know when the levels of effort among customers (to achieve their goals) are high because more often than not, high effort results in lower customer loyalty. This is mainly attributed to the fact that if poor CX or usability pushes your customer to expend more effort achieving their goal than expected, they’re much more likely to leave the website or mobile app. This type of survey is idyllic if you’re looking improve online sales funnels.
What types of survey questions are best?
When asking for Customer Effort Score you’ll want to be very concise. Typically businesses use the following question, ‘How much effort did it take you to achieve your goal?’, whereby the visitor must select a rating on a from a five-point scale starting with ‘Very little effort’ to ‘Very much effort’. Often CES is followed up with an open question (meaning they don’t have an answer selection but rather are prompted to type in text), ‘Do you have any suggestions to improve our website?’.
