Blog: 'Customer Effort' Posts

This takes too much (customer) effort

02/26/20 Comments Leave your thoughts

In 2010, the Harvard Business Review (HBR) published a now-famous article titled “Stop Trying to Delight Your Customers.” In that article, HBR conducted a study on customer satisfaction and introduced us to the concept of customer effort. Customer Effort Score (CES) measures customer perceptions on how difficult (or easy) it is to do business with a company. How can companies use CES? Companies can measure CES in a few different ways. The most common way is a simple survey question asking customers to rate the ease of solving their issue on a scale of very difficult to very easy, like...