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.
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.