The Case for Effort? I’m lost.
I work for a Fortune 500 on their burgeoning CX Team. I am new to the team but have 5+ years experience in CX. I know that CES (Customer Effort Score) is a very powerful metric but I’m receiving massive push back on adding the CES question to our core surveys. They have 2 mandatory questions (NPS and SAT) already and think it’s too much to ask a customer to also rate their effort. They currently ask questions about how easy set up was in the non-mandatory questions already and it is buried past many other questions. They don’t ask about the effort exerted consistently across surveys either. We have a registration, 6m, 1yr, and 2 yr survey. We ask about set up effort in the first survey but nothing about the overall experience and nothing about effort in follow up surveys. I’ve given my case for CES which includes: 1) more powerful than NPS and OSAT in terms of loyalty and churn, 2) striving to delight and satisfy customers is not always the main goal and LTR doesn’t get to the issue at hand, 3) because it’s related to churn there is financial linkage potential. They have pushed back and say that everything they have researched said it will be the same trend line as the 2 other scores they already have and it does not show incremental value. The execs know NPS and don’t know CES, and customers don’t want more mandatory questions in their quick surveys. Any thoughts on how to address this? Or has anyone else experienced something similar?
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