How to measure customer effort score surveys?  

Here's a breakdown of how to measure customer effort score (CES) surveys and gain valuable insights from customer feedback:

CES calculation:

• Assigning values: Each response choice on your lilkert scale (e.g., very difficult, Easy, Very Easy) is assigned a numerical value. Typically, a higher value represents less effort (easier).
• Average score: Calculate the average of all the response values you collect from your CES surveys. This will give you your overall Customer Effort Score.

Ejemplo:

Let's say you send out a CES survey with a question like "How easy was it to contact customer support?" and receive 20 responses with the following distribution:

• Very Difficult (1): 3 responses
• Difficult (2): 2 responses
• Easy (3): 7 responses
• Very Easy (4): 8 responses

1. Assign values: Very Difficult (1), Difficult (2), Easy (3), Very Easy (4)

2. Calculate the total value: (1 * 3) + (2 * 2) + (3 * 7) + (4 * 8) = 47

3. Calculate the average: Total value (47) / Number of responses (20) = 2.35

Interpreting your CES:

• Higher score = lower effort: A higher CES (closer to the maximum value) indicates a smoother experience for customers and less effort required to complete tasks.

• Industry benchmarks: There's no one-size-fits-all benchmark, but generally, a CES above 70% is considered positive. However, it's valuable to track your CES over time and compare it to your own historical data to identify improvement trends.
• Actionable insights: The real value of CES lies in using the score alongside the open-ended feedback (if you included it) to understand the "why" behind the ratings. Analyze the qualitative data to pinpoint specific areas where customers experience difficulty and prioritize improvements.

Additional tips:

• Segment your data: Analyze your CES data by different customer segments (e.g., new vs. existing customers, product usage levels) to identify areas needing improvement for specific groups.
• Track over time: Monitor your CES score over time to measure the effectiveness of your efforts to reduce customer effort.
• Benchmark with other metrics: Consider CES alongside other customer experience metrics like Net Promoter Score (NPS) to get a more comprehensive view of customer satisfaction.

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