The CES or Customer Effort Score allows you to evaluate the level of effort made by the customer during an interaction with your company. It measures the quality of the customer journey and therefore america cell phone number list of your customer service.
In order to have a truly representative score, it is important that the CES is sent at an appropriate time, i.e. after the action taken (example: after contacting the technical service).
CES - Customer Effort Score
The lower the score, the more likely the customer will be to be loyal. Used well, this indicator helps you offer a smoother experience to your customers. And when well optimized, the CES becomes the engine of your customer conversion rate, making it “easier” for you to retain them.
To better understand CES, here is an article that will help you . On Hubspot, thanks to the Service Hub, you can set up automated CES, NPS or CSAT surveys.
You can also set up FAQs and other knowledge bases , particularly for complaints management.
Repurchase intention (also repurchase rate)
“Do you intend to repeat your experience with us?”
This is a significant KPI (key performance indicator). Obtained immediately, it allows you to probe the intention to renew the purchase (or contact) with your company. It measures the “loyalty ” of your customers to your brand.
Internally, it is a source of motivation for your teams, because it helps you measure:
All the benefits of your lead acquisition strategy .
The success of the customer experience around your brand. If not, then you will know what measures to put in place.
The degree of satisfaction directly after purchase or contact.
Therefore, setting up a questionnaire directly after the purchase or a satisfaction survey can help you better gauge the repurchase rate; we give you our tips in this article .
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Waiting time
“How long did you wait to reach our support service?”
It is a “classic” indicator which still retains its importance despite the evolution of the multitude of KPIs .
It is imperative to understand where this waiting time comes from:
Is this a technical error on your website?
too long page loading or an internal malfunction (bad contact analysis)?
25% of users leave the page when the loading time exceeds 4 seconds” ( source ), so this is an important and relevant point. In order to analyze your loading time and take stock of the overall situation, discover our Website Grader tool.
Analyzing this criterion allows you to deepen your current strategies and your thinking on customer satisfaction, to offer the best possible experience. Which will have a positive impact on your brand image.
There are many methods to reduce this waiting time, it is in this context that we were able to support McDonald's, among others, with a strategy for optimizing and monitoring the Customer Experience UX - CX .