CC/CX
Make It Easy Peasy or They’re Going
In a recent blog, Wajih Kazmi, RingCentral’s Senior AI Product Marketing Manager, wrote about “10 key factors impacting customer effort score and how to fix them”.
10 key factors that impact CES 1 Complex navigation and clunky user experience, such as a poorly designed website or mobile app. 2 Slow or delayed response times, as long wait times on calls, live chats, or email create frustration, forcing customers to put in extra effort to get help, or abandon the interaction. 3 Lack of omnichannel support, with customers repeating themselves every time they switch communication channels. 4 Complicated and long, drawn-out issue resolution processes. 5 Poorly designed self-service options, such as FAQ pages, chatbots, or help centers that are unclear or hard to navigate. 6 Ineffective communication such as ambiguous instructions and a lack of clear guidance. 7 Inconsistent customer service quality.
Kazmi explains, that customer effort score (CES) is a key metric that helps businesses gauge how easy or difficult it is for customers to get what they need. The lower the effort required, the more likely customers are to stay loyal to the business or brand. One can imagine this is the “Ease of Use” rating, but it’s not. Low is good, and a high CES can “drive customers away”. CES is typically measured using post-interaction surveys, asking customers to rate how easy or difficult their experience was on a scale. Unlike other metrics like net promoter score (NPS) and customer satisfaction (CSAT), CES focuses on the level of effort a customer must exert to complete an action, whether it’s resolving an issue, making a purchase, or getting support. Kazmi then goes on to name 10 factors that impact CES, and thus if you have a high CES, and you’re responsible for fixing it, he helpfully gives you tips on how to fix it. Lower your score and you’re doing well. Well, better than you were before.
Wajih Kazmi Senior AI Product Marketing Manager
ringcentral.com
The lower the effort required, the more likely customers are to stay loyal to the business or brand.
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