Are you measuring your customer effort score yet? Service professionals are now prioritising this key performance indicator (KPI) with the same importance as tried-and-true metrics like customer satisfaction, revenue, and customer retention, according to the latest findings from the Salesforce State of Service report.
Since we began surveying service professionals for the State of Service reports in 2016, this is the first year that customer effort has cracked the top five most-measured metrics. Today, the majority (60%) of service organisations track customer effort compared to 44% in 2018. That’s a 37% increase year-over-year. Service professionals have clearly realised how much work a customer puts in to get the information they need matters.
“60% of service pros today track customer effort compared to 44% in 2018, according to the Salesforce State of Service report. Are you one of them?”
A customer effort score is a quantifiable measurement of the amount of work a customer puts in to get information they need or to reach a resolution on an issue. Harvard Business Review introduced the idea of customer effort back in 2010 as something that is directly tied to customer loyalty.
Consider some of the most frustrating customer service experiences that you’ve had — they probably involved more steps and callbacks than expected. If a customer is transferred to multiple departments and has to repeat themselves several times, or they search your help center only to have to reach out by chat or phone anyway, that’s increased effort for the customer. The goal is to do the opposite: Ensure as little effort as possible.
“Your customer effort score is directly tied to brand loyalty. Consider the work a customer has to put in to resolve an issue. Then, find ways to reduce their effort.”
“76% of customers prefer different channels depending on context, according to the Salesforce State of Connected Customer report. Keep an ear to the ground to understand your customer’s channel preferences for service.”
“76% of customers expect consistent interactions across departments, but the reality is that 53% feel like sales, service, and marketing don’t share info, according to the Salesforce State of Connected Customer report.”