There may be many of you reading this blog, looking to know whether to focus on increasing customer loyalty or on decreasing the customer efforts put into the interaction with your organization.
To clear the air around Customer Effort Score (CES) vs Net Promoter Score (NPS), here’s a disclaimer: They aren’t exclusive. They’re actually two scoring models which are complementary to one another as they have different takes on a single entity, customer experience. So it really boils down to what are one’s research goals to determine which one is the right choice.
What is Customer Effort Score (CES)?
Upon much research, the Corporate Executive Board (CEB) found that the factor connecting customer loyalty and product service is getting issues solved efficiently in time. To achieve this, organizations are expected to reduce the amount of effort the customers have to put in to get their issues resolved. CES is a parameter the evaluates this customer effort and based on the results, an organization needs to clear the hindrances that the customers currently face. It’s important to fully understand the applications of a Customer Effort Score survey.
What is Net Promoter Score (NPS)?
NPS is a metric that exists between a provider (usually an organization or an employer) and a customer to measure customer loyalty and brand shareability. The customers are bifurcated into promoters, passives, and detractors based on the scores they provide.
Learn more: Customer Journey
Customer Effort Score vs Net Promoter Score (CES vs NPS):
In this battle of Customer Effort Score vs Net Promoter Score (CES vs NPS), a single scoring parameter can’t be used to determine the success or failure of an organization or any of its processes. But, since we are discussing about Customer Effort Score vs NPS, here’s a list of advantages of CES and limitations of NPS.
|Customer Effort Score (CES)||Net Promoter Score (NPS)|
|Survey Question||Overall, how easy was it for you to solve issues today?||Considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?|
|Scale||Extremely Easy/ Easy/ Neutral/ Difficult/ Extremely Difficult||0-10|
|Purpose of this Score||An organization which depends on customer service strives to reduce or eliminate customer efforts put into certain issues by providing enough assistance that ensures customer troubles are eliminated in a brief interval of time.||There is a high likelihood of customers sharing their unpleasant interactions with an organization amongst their friends and colleagues. Understand how likely are they to share positive or negative reviews about the organization to their friends and family by asking the NPS question.|
|Application||Generally implemented to evaluate areas of enhancement for customer service.||Implemented to evaluate customer experience at every customer journey point across all the communication mediums.|
Advantages of Customer Effort Score (CES):
- CES will get you valuable insights about how much does the customer enjoy interacting with your organization. If they say that they have to take too many efforts to get their problems resolved, it’s a signal for you to start working on your customer experience.
- Customer effort score offers you the opportunity to focus on getting rid of the customer’s obstacles by contacting the customers who’re critical in their feedback.
- CES focuses on working on increasing customer satisfaction by asking them how easy or difficult it is in interacting with your organization or its process.
- It adds value to your organization’s customer experience and service program.
Disadvantages of Customer Effort Score (CES):
- This scoring model is limited to service in particular and not your overall business.
- It only gives results of whether customers find it difficult to use a service or not, why are they facing the difficulty or what are those difficulties in the first place remains unanswered.
- The impact of factors like your cost, competitors or product quality is not taken into consideration.
Advantages of Net Promoter Score (NPS):
- NPS helps measure the likelihood of repeat business.
- It allows to understand the direction for change and improvement of a brand or organization.
- Conducting a NPS does not take long to implement and is cost effective too.
Disadvantages of Net Promoter Score (NPS):
- Lacks the capability to understand the reasons behind customer responses to the NPS question.
- While NPS asks a customer the likelihood of brand recommendation, it’s not possible to conclude that customers will stay loyal to the organization. This is where CES comes in to analyze customer loyalty.
There’s no definitive answer to who wins the Customer Effort Score vs Net Promoter Score debate. But, one thing is for sure that the two metrics are correlated as NPS is used to establish a relationship between an organization and its customers while CES is a customer experience metric used to register customer satisfaction and experiences to predict loyalty trends. However, there’s no textbook rule that they should be used in isloation. In fact, they are generally used together tactfully to provide additional value to the customers.