{"id":114816,"date":"2020-11-24T03:56:00","date_gmt":"2020-11-24T11:56:00","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=114816"},"modified":"2023-03-07T06:03:33","modified_gmt":"2023-03-07T06:03:33","slug":"the-case-for-ces","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/the-case-for-ces\/","title":{"rendered":"The Case For CES"},"content":{"rendered":"<h2>Don\u2019t Make Your Customers Work So Hard<\/h2>\n<p><span style=\"font-weight: 400;\">Certainly, 2020 can be seen as challenging on many levels.\u00a0 It has been necessary for many businesses to change their processes, adapt to ever-changing health protocols, and still make an effort to keep customers happy.\u00a0 One of these would take quite a bit of effort, two would require an entire organizational push, and three&#8230;.well we continue to be challenged by that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I recently <\/span><i><span style=\"font-weight: 400;\">completed<\/span><\/i><span style=\"font-weight: 400;\"> an experience that was changed by the pandemic.\u00a0 I say \u201ccompleted\u201d, because this one transaction has taken me over 8 months to finalize.\u00a0 Instead of walking in to complete my business, the pandemic required limiting the number of individuals in the waiting area, therefore an appointment was required starting earlier this year.\u00a0 I was fortunate enough to grab one of the first appointments.\u00a0 Since then, as things evolved, the appointment was cancelled or rescheduled over a half dozen times.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">None of these changes were at the fault of the organization, but as each circumstance arose, the effort was on me &#8211; the customer &#8211; to find out and change the schedule accordingly.\u00a0 Finally, the date arrived when my appointment was not cancelled.\u00a0 Upon arriving &#8211; just a few minutes early &#8211; I was told I would have to wait until the prior appointment was completed &#8211; a wait that turned into hours.\u00a0 As I made a second inquiry at the front desk, I was told that I would just have to wait until called.\u00a0 Finally, as the last person in the waiting area was accepted for their appointment, I was asked by the same receptionist if I was waiting for someone\u2019s appointment to finish.\u00a0 I reminded the receptionist that I checked in nearly three hours earlier for my appointment &#8211; after which I was met with an indignant response that I should have said something sooner &#8211; and something about these being challenging times for everyone.\u00a0 If I had something soon, would I be reprimanded again?\u00a0 Would it have made a difference?\u00a0 Would I just be seen as another annoying customer?\u00a0\u00a0\u00a0<\/span><\/p>\n<h3>Adapting Can Be Tricky, But Not Impossible<\/h3>\n<p><span style=\"font-weight: 400;\">In this case, I had to jump through a series of hurdles just to finally make it to my appointment, meet a long list of requirements to be in the office, but only to be met by confusing and unclear protocols to fulfill my appointment.\u00a0 At the end of the entire process, I finally was able to accomplish what I needed, but not without a lot of effort on my part.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The circumstances of the pandemic certainly have a lot to do with the experience.\u00a0 However, most customers, including myself, can be understanding of the fact that certain parts of the experience had to change across all the companies where we call ourselves customers.\u00a0 I recently had the opportunity to host a panel discussion during <\/span><a href=\"https:\/\/www.questionpro.com\/xday-2020-mena.html\"><span style=\"font-weight: 400;\">XDay MENA<\/span><\/a><span style=\"font-weight: 400;\"> that discussed adaption versus adoption.\u00a0 Adapting to evolving circumstances can be difficult, but it is not impossible.\u00a0 The most important aspect is communication &#8211; before, during, and after the interaction with your customers.\u00a0 It was noted in my <\/span><a href=\"https:\/\/info.questionpro.com\/are-you-ready-for-cx-in-2021\"><span style=\"font-weight: 400;\">recent conversation<\/span><\/a><span style=\"font-weight: 400;\"> with James Sauter that this is an expectation in the travel industry, and it is understandable why this is so.\u00a0\u00a0<\/span><\/p>\n<h3>Customer Experience And Effort<\/h3>\n<p><span style=\"font-weight: 400;\">Ultimately, a customer\u2019s loyalty is based on many variables &#8211; communication, value, cost, and even effort.\u00a0 There are many <\/span><a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/09604520710760526\/full\/html\"><span style=\"font-weight: 400;\">discussions<\/span><\/a><span style=\"font-weight: 400;\"> about the best metric for measuring customer experience.\u00a0 At QuestionPro, we <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-effort-score-nps\/\"><span style=\"font-weight: 400;\">note<\/span><\/a><span style=\"font-weight: 400;\"> that each circumstance and customer survey is different, and in some circumstances, it might be <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/nps.html\"><span style=\"font-weight: 400;\">NPS<\/span><\/a><span style=\"font-weight: 400;\">, our special version called <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/nps-plus-customer-surveys\/\"><span style=\"font-weight: 400;\">NPS+<\/span><\/a><span style=\"font-weight: 400;\"> and sometimes it should be the <\/span><a href=\"https:\/\/www.questionpro.com\/customer_effort_score.html\"><span style=\"font-weight: 400;\">Customer Effort Score<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 In these times, this measure might make sense in more circumstances.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is not to advocate for one approach over another, rather view each customer, each touchpoint, and each survey from the perspective of the customer effort in the entire experience.\u00a0 In fact, I have used each type in various surveys across many different clients in customer experience &#8211; and even used more than one measure within the same client for different touchpoints.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The measure you use will not matter if you don\u2019t use those scores to improve the experience &#8211; even in difficult situations.\u00a0 If your customers have to go through great lengths just to be your customer, they likely will find an easier way to complete their business &#8211; which may include limiting the number of transactions with your firm or using another firm completely.\u00a0 Sometimes it is about communication, value, or cost &#8211; but it is at times about effort.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I encourage the conversation between customer experience professionals as these chats can benefit customers, companies, and even our industry.\u00a0 I was privileged to announce the launch of <\/span><a href=\"https:\/\/cxforums.org\/\"><span style=\"font-weight: 400;\">CX Forums<\/span><\/a><span style=\"font-weight: 400;\"> during <\/span><a href=\"https:\/\/www.questionpro.com\/x-day\/2020\/north-america.html\"><span style=\"font-weight: 400;\">XDay North America<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 I\u2019m also excited to be a part of the first <\/span><span style=\"font-weight: 400;\">ConneXt Live!<\/span><span style=\"font-weight: 400;\"> conversation. Join us on December 9th as we start these engaging CX conversations, you can register <\/span><a href=\"https:\/\/www.eventbrite.com\/e\/the-best-cx-metrics-and-insight-tools-to-understand-customers-tickets-128936662027\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\"><strong>QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">QuestionPro CX software<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0today.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Don\u2019t Make Your Customers Work So Hard Certainly, 2020 can be seen as challenging on many levels.\u00a0 It has been [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":114817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Case For CES | QuestionPro<\/title>\n<meta name=\"description\" content=\"Don\u2019t 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