Industry research has shown that customer effort score is a better predictor of customer retention and repurchase than customer satisfaction (CSAT) or Net Promoter Score® (NPS).
So, what is a customer effort score and how can you measure it? And most importantly, how can you find (and fix) the high effort moments in your customer interaction processes?
Simply put, customer effort score is a measure of how much effort a customer perceives they spent to resolve an issue.
One way to score customer effort is using a survey. But surveys don't provide diagnostic detail and many companies are concerned about survey fatigue, which can exacerbate unrepresentative sample problems and measurement errors. The best way to uncover high-effort moments is to use an automated approach that looks at the end-to-end customer experience.
AVOKE® Analytics measures and scores customer effort without using surveys. The AVOKE system analyzes calls and automatically locates high-effort moments in the entire dialing-to-hangup customer experience. Trending reports show when policy or process changes increase effort and jeopardize retention. And you can drill-down for root cause understanding to design precisely targeted improvements.
To measure your progress, the AVOKE Customer Effort Index benchmark includes 22 automated measurements of customer effort and shows how you compare to other companies and industries. AVOKE Analytics uncovers information so you can:
- score customer effort without surveys
- collect and analyze information on a near real-time basis
- benchmark your progress against industry competitors
- get actionable insights to improve customer retention and repurchase