Why you should stop trying to delight your customers
3. Customer Effort Score (CES) tops the charts with the highest predictive power
In the customer service environment, Customer Satisfaction (CSAT) is a weak predictor of customer loyalty. Net Promoter Score (NPS) is slightly better.
By decreasing customer effort to purchase you can get increases in repurchase, increase spend and willingness to tell others about their experiences.
The survey asked customers to rate how much effort they personally put forward to handle their request. They were asked to rate on a scale of 1 (low effort to purchase) 5 (high effort to purchase). 94% of participants reporting low effort' stated their intent to repurchase, 88% stated their intent to increase spend, and 1% stated their intention to speak negatively about the experience. Versus 81% reporting high effort stated their intent to spread negative feedback about the experience.
Outcome: CCC advises that we should move from increasing customer satisfaction to decreasing customer effort.
Remember everybody lives by selling something.
Why you should stop trying to delight your customers