Customer effort score is an extremely high predictor of customer loyalty and customer retention. The more an organisation can make customer interactions at each touch point easier, the higher the score. But in identifying the touch point where the effort exists a company can address and resolve issues at the point of concern.

Customer Effort Score

Whilst our prime research tool is Net Promoter Score® (NPS®) there are times when we need to broaden the approach so as to ensure we capture the true voice of customer by integrating the customer effort score. Customer Effort Score is based upon the work of Dixon, Freeman & Toman in their HBR article “Stop Trying to Delight Your Customers”. In many instances what is required in order to achieve the objective is to make life easier for customers. In this article they state that 81% of customers who had a hard time solving their problems reported an intention to spread negative word of mouth.

Just how easy is it to do business with your company? The Customer Effort Score is a metric that can provide valuable information not only at one point in time but throughout the entire customer experience journey. In many instances the NPS may not provide the necessary information. In several industries choice is not possible and rather than understand the likelihood of recommendation it may be better to uncover how “user friendly and easy to deal with” your company may be.