2. www.tsia.com
Agenda
1 Customer Effort Score – what it is and who
measures it
2 What drives Customer Effort and why it is
important Iron Triangle
3 Linking Customer Effort to Customer
Satisfaction & Advocacy
4 How to analyze and reduce Customer Effort
2
3. www.tsia.com
Measuring Customer Effort
• “How much effort did you personally have to put forth to handle your
request?”
– 1 to 5 scale, 1 = Very Low Effort, 5 = Very High Effort
• Customer Effort Scores (CES) is proving to be a more effective
determinant of customer loyalty than satisfaction scores (CSAT)
• Ultimately, companies need to measure the effort involved in the
end-to-end customer journey
– But most start by measuring effort for assisted and unassisted support
3
Marketing Sales Implement Support Renewal
The End-to-End Customer Journey
4. www.tsia.com
Friction Points Driving Up Customer Effort
Assisted Support
• Finding contact information
• Phone tree navigation
• Hold time
• Entitlement process
• Technical knowledge of agent
• Complexity of recovery procedures
• Talk time/Resolution time
Unassisted Support
• Finding self-service options
• Single signon?
• Unified search?
• Screen design/layout
• Tools/routes to find content
• Content filtered for my account
• Content formats (text vs. video)
4
You can’t identify friction points—or get well plans—in a vacuum.
Customer surveys/focus groups are required.
5. www.tsia.com
Are you currently measuring customer effort scores (CES)?
A. Yes
B. No
C. Plan to implement in 2016
5
Polling Question
6. www.tsia.com
Customer Effort Score (CES)
29%
71%
Are you currently tracking
CES?
Yes No
6Source: TSIA 2016 Support Services Benchmark Survey
Scale: 1 = Very Low Effort, 5 = Very High Effort
3.4
4.4
1
1.5
2
2.5
3
3.5
4
4.5
5
Industry Pacesetters
Average Customer Effort Score
7. www.tsia.com
From Customer Effort to Customer Satisfaction
82%
55%
26%
20% 17% 16%
8% 7% 5% 4% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
When you need support for a product, which of
the following channels do you prefer?
4.4 4.3 4.3 4.2
3.5
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Customer
Satisfaction by
Channel
7
Source: The State of Support Services 2016, TSIA