In today's market, poor customer experience (CX) can drive away customers, with 52% walking away from a company after a bad experience, and 31% feeling negatively toward a brand due to slow responses. This data highlights the importance of swift communication in maintaining customer loyalty.
Good customer experience is lucrative, as evidenced by findings from Gartner indicating that over half of surveyed customers are willing to pay at least 5% more for a better experience. Moreover, customer experience has become a primary driver of customer loyalty, surpassing brand loyalty and pricing considerations.
The Customer Effort Score (CES) specifically measures how much effort customers expend during their interactions with a brand. This metric provides valuable insight into the ease—or difficulty—of customers' experiences over time, emphasizing the need for organizations to streamline their processes for better CX.
To evaluate CES, companies rely on surveys that ask customers to rate their effort in completing a purchase, using a scale that ranges from 'very easy' to 'very difficult.' Properly measuring and optimizing CES is critical to enhancing customer relationship management.
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