When To Use CES VS Other Customer Experience Metrics

There are three main customer service metrics: Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES). These metrics can complement each other, and your organisation must experiment to understand which combination is right for you.

Customer Effort Score

CES is an easy survey to deploy and track over time and is best for measuring customer loyalty. Unfortunately, it doesn’t always give the full picture and should be used in tandem with NPS. For instance, your customer may have a great relationship with your company but had a bad interaction this one time. If you only looked at CES you would think he wouldn’t be a loyalty customer, but that might not be the case.

Net Promoter Score

NPS measures long-term loyalty and determines which customers are brand ambassadors and which could defect to other products. It looks at the entire relationship between the customer and the organisation and is a great indicator of company growth. NPS can be used in concert with CES because while CES measure a single touchpoint, NPS is measured by the experience as a whole, including the product attributes, price, brand, and customer service altogether.

Customer Satisfaction

CSAT measures the short-term happiness of your customers. It’s a versatile metric that allows you to ask a variety of questions about a single interaction or touchpoint. CSAT targets a “here and now” reaction to a specific interaction, product, or event, but it is limited when it comes to measuring a customer’s ongoing relationship with a company or loyalty.

Business Analyst

• facilitate solutions for stakeholders

Creativity and Creative thinking

• ways and techniques to work and think differently

Customer Experience (CX, UX)

• understanding how and what makes a great customer experience off and online.

Customer Behaviour Analyst

Understanding why and how customers behave and what that means for businesses

Distillation

• examining methodologies, beliefs, and challenges in order to extract the essential and most important aspects -WHAT? WHY! WHAT!

Innovation

• how to improve, simplify, automate or develop new processes.

Learning Management

–  devising training and training systems

Management

–  improving the way things get done

Process Automation

• what can be done differently

Strategist change

– preparing and planning for what’s around the corner

Art- public and facilitation

What if i told you that customers would want something completely different from what they receive today in five years time.

Would you be interested?

Would you be willing to listen to me and change what you do ?

Well the answer is, yes they will.

The internet now provides us with so much information, everyone is a 5 sentences deep expert.

People are starting to feel that because they can find information, neatly summarised into bite sized chunks, that they know a lot of what you are going to say about the wine, how it is made etc and many, quite frankly, they are not interested.

In five years time, what will be key, is the tailored experience. I don’t mean standing at a tasting bar, listening to someone tell them about the wine, what they should smell or taste.

There will still be a place for that, but the key will be differentiation. Differing the types of experience to meet the needs of different customers is what will be expected. Many wineries are set up for a one size fits all approach to customers, which relies heavily on the personality of the cellar door staff to make it work.

Great cellar door staff who can change their style and presentation to meet the needs of different customers are invaluable today.

Customers often have a great time when they connect with the person at the cellar door, and winery owners often assume that connection will mean they then connect with winery and wine, but many winery owners also know that the purchases on the day are not replicated down the track.

The customer builds a temporary relationship with the cellar door staff, they chat, laugh, perhaps share stories and that loyalty increases wine sales on the day, but once the customer leaves, that is the end of the relationship with the cellar door staff, there not Facebook friends, they don’t keep in touch! It is hoped they become winery friends by extension and people do sign up etc, but often this engagement quickly fades and the winery becomes one of many choices of winery and wines available to them.

So what will change in five years time, Customer Experiences will need to be differentiated and winery goals will need to become more specific.

Firstly , customer experiences will need to be varied according to the type of customer, there will need to be options, choices,  depending upon what the customer wants to experience and what goals you have set for each of these experiences. Wine tours have an impact here too, but i will need to talk about that in another post.

Secondly, winery goals will need to be set for each experience, these need to be specific, communicated and monitored.
For instance, for people who have a great time engaging with the cellar door staff, the goal should almost certainly be around on the day sales and any post visit sales will need that particular cellar door staff member to be explicitly involved with the post purchase communication, remember those customers had a positive engagement with that cellar door person not necessarily with your winery.

This is the first in a series i intend to write over the coming months as i head overseas to develop a European wine tour experience.
But before i go, if there is anything i can do to help you with your customer experience and future development, please do not hesitate to get in touch.

I am a consultant, coach and mentor with 20 years experience. My consultancy today revolves around doing things better, more effectively, through a deep understanding what you are trying to achieve, understanding what value the customer receives and what is the most effective outcome for all involved.

Get in touch

Just how committed are you to your goal? How important is it for you, and what are you willing to sacrifice in order to achieve it? If you find yourself fully committed, motivation will follow.

Here’s how to focus on commitment.

2. Seek knowledge, not results.

If you focus on the excitement of discovery, improving, exploring and experimenting, your motivation will always be fueled. If you focus only on results, your motivation will be like weather—it will die the minute you hit a storm. So the key is to focus on the journey, not the destination. Keep thinking about what you are learning along the way and what you can improve.

Here’s how to seek knowledge.

3. Make the journey fun.

It’s an awesome game! The minute you make it serious, there’s a big chance it will start carrying a heavy emotional weight and you will lose perspective and become stuck again.

Here’s how to make the journey fun. 

4. Get rid of stagnating thoughts.

Thoughts influence feelings and feelings determine how you view your work. You have a lot of thoughts in your head, and you always have a choice of which ones to focus on: the ones that will make you emotionally stuck (fears, doubts) or the ones that will move you forward (excitement, experimenting, trying new things, stepping out of your comfort zone).

Here’s how to get rid of stagnating thoughts. 

5. Use your imagination.

Next step after getting rid of negative thoughts is to use your imagination. When things go well, you are full of positive energy, and when you are experiencing difficulties, you need to be even more energetic. So rename your situation. If you keep repeating I hate my work, guess which feelings those words will evoke? It’s a matter of imagination! You can always find something to learn even from the worst boss in the world at the most boring job. I have a great exercise for you: Just for three days, think and say positive things only. See what happens.

Here’s how to use your imagination. 

6. Stop being nice to yourself.

Motivation means action and action brings results. Sometimes your actions fail to bring the results you want. So you prefer to be nice to yourself and not put yourself in a difficult situation. You wait for the perfect timing, for an opportunity, while you drive yourself into stagnation and sometimes even into depression. Get out there, challenge yourself, do something that you want to do even if you are afraid.

Here’s how to stop being nice to yourself.

7. Get rid of distractions.

Meaningless things and distractions will always be in your way, especially those easy, usual things you would rather do instead of focusing on new challenging and meaningful projects. Learn to focus on what is the most important. Write a list of time-wasters and hold yourself accountable to not do them.

Here’s how to get rid of distractions. 

8. Don’t rely on others.

You should never expect others to do it for you, not even your partner, friend or boss. They are all busy with their own needs. No one will make you happy or achieve your goals for you. It’s all on you.

Here’s how to not rely on others.   

9. Plan.

Know your three steps forward. You do not need more. Fill out your weekly calendar, noting when you will do what and how. When-what-how is important to schedule. Review how each day went by what you learned and revise what you could improve.

Here’s how to plan.   

10. Protect yourself from burnout.

It’s easy to burn out when you are very motivated. Observe yourself to recognize any signs of tiredness and take time to rest. Your body and mind rest when you schedule relaxation and fun time into your weekly calendar. Do diverse tasks, keep switching between something creative and logical, something physical and still, working alone and with a team. Switch locations. Meditate, or just take deep breaths, close your eyes, or focus on one thing for five minutes.

Here’s how to protect yourself from burnout.

You lack motivation not because you are lazy or don’t have a goal. Even the biggest stars, richest businesspeople or the most accomplished athletes get lost sometimes. What makes them motivated is the curiosity about how much better or faster they can get. So above all, be curious, and this will lead you to your goals and success.