3. Customer effort score (CES)
Posted: Tue Jan 21, 2025 6:01 am
Your customer effort score or CES tracks the ease of uk business email list interacting with your business. This makes it a vital measure of the overall customer experience.
In fact, your CES influences other aspects of your customer engagement and business performance. Gartner reports that low-effort companies see a 65-point higher NPS than high-effort companies. CES is also 40% more accurate than CSAT at predicting customer loyalty.
On top of this, 94% of customers with low-effort interactions are more likely to make another purchase. This makes sense because when it’s easy to buy something with a company, you’ll likely be happy with that interaction. And there’s a good chance you’ll go back for another purchase.
A CES survey asks a question that users have to score on a scale of 1 to 7. You can then calculate the score using the following formula:
CES = Sum or responses/Total number of responses
Tools like SmartSurvey’s CES Calculator also help to simplify the process.
CES Calculator showing fields to enter the number of responses and a meter showing a CES of 3.67
Source: SmartSurvey
4. Customer churn rate
Churn rate measures the number of people who stop using your products or services over a given period. So it’s an excellent indicator of customer dissatisfaction.
In fact, your CES influences other aspects of your customer engagement and business performance. Gartner reports that low-effort companies see a 65-point higher NPS than high-effort companies. CES is also 40% more accurate than CSAT at predicting customer loyalty.
On top of this, 94% of customers with low-effort interactions are more likely to make another purchase. This makes sense because when it’s easy to buy something with a company, you’ll likely be happy with that interaction. And there’s a good chance you’ll go back for another purchase.
A CES survey asks a question that users have to score on a scale of 1 to 7. You can then calculate the score using the following formula:
CES = Sum or responses/Total number of responses
Tools like SmartSurvey’s CES Calculator also help to simplify the process.
CES Calculator showing fields to enter the number of responses and a meter showing a CES of 3.67
Source: SmartSurvey
4. Customer churn rate
Churn rate measures the number of people who stop using your products or services over a given period. So it’s an excellent indicator of customer dissatisfaction.