Implementation Cheat Sheet for the Customer Effort Score

CES STARTER KIT

Customer Effort Score Average Customer Effort Scores Across Industries
Pharmaceutical & Health Products Manufacturing Insurance Shipping/Express Utilities Consumer Products/Retail Travel/Leisure Financial Services Telecommunications Health Insurance Tech Support (Software) Tech Support (Hardware)
n = 67,537. 2.43 2.6 2.66 2.66 2.72 2.8 2.97 2.97 3.07 3.23 3.27 3.36

Council Implementation Tips 1. Use the CES to obtain a holistic picture of customer effort in the resolution process. 2. Use a more detailed, effort-based survey to analyze discrete sources of effort throughout the resolution process. 3. Consider changing the ending of the effortbased question to accommodate the type of reason for a customer request (e.g., to complete the sale?). 4. To capture customers with unresolved issues or outstanding requests, add an (n/a) Request Is Not Resolved eld to the response options (except if using an immediate post-contact survey). 5. Use customer verbatim for a more comprehensive analysis of customer effort and to target proactive outreach. How much effort did you personally have to put forth to handle your request? (1) Very Low (2) Low (3) Moderate (4) High (5) Very High Comments: _________________________________ ___________________________________________ ___________________________________________

Customer Effort Score Distribution Across Industries

15.2% 15.5% 26.1% 20.0% 23.2% 19.5% 16.3% 19.5% 25.5% 24.1% 19.2% 19.4% 14.4% 16.4% 24.9% 20.9% 28.7% 20.9% 30.2% 22.7% 30.5% 28.2% 24.6% 14.5% 12.5% 29.8% 18.5% 14.5% 11.4% 18.0% 18.7% 19.1% 24.8% 27.0% 24.6% 25.6% 12.9% 12.5% 8.7% 15.3% 7.4% 15.6% 18.1% 9.9% 16.3% 24.7% 27.5% 19.8% 24.5% 21.9% 17.7% 24.0% 18.1% 17.3% 26.7% 21.7% 14.6% 14.4% 24.4% (5) Very High (4) High (3) Moderate (2) Low (1) None

20.9%

Health Insurance

Consumer Products/Retail

Insurance

Pharmaceutical & Health Products

Shipping/Express

Tech Support (Hardware)

Financial Services

Manufacturing

Tech Support (Software)

Travel/Leisure

From the CUSTOMER CONTACT COUNCIL of the SALES, MARKETING, AND COMMUNICATIONS PRACTICE www.ccc.executiveboard.com 2011 The Corporate Executive Board Company. All Rights Reserved.CCC1657511SYN

n = 67,537.
Source: Customer Contact Council research.

Telecommunications

Utilities

Use this survey to understand the discrete sources of customerexerted effort.

DRILLING DOWN ON CES

Very Low

Very High

1. How much effort did you personally have to put forth to handle your request?
Very Easy Very Difficult

2. How easy or difficult was it to complete the required processes during the interaction (e.g., account verication, completion of forms, etc.)?
Very Easy Very Difficult

3. How easy or difficult was it to do business with the person you spoke with (e-mailed with)?

Yes

No

4. Did you attempt to handle your request through self-service before contacting us directly?

Very Easy

Very Difficult

N/A

5. If you tried to handle your request prior to speaking to a live person/e-mailing the company, how easy or difficult was it to use the web site? (the automated phone system?)
Very Easy Very Difficult

6. How easy or difficult was it to reach the person able to handle your request?

Yes

No

I Was Not Transferred

7. Did you have to re-explain or repeat yourself when transferred?

From the CUSTOMER CONTACT COUNCIL of the SALES, MARKETING, AND COMMUNICATIONS PRACTICE www.ccc.executiveboard.com

Source: Customer Contact Council research.

2011 The Corporate Executive Board Company. All Rights Reserved.CCC1657511SYN