Customer Effort Score (CES)

Customer Effort Score (CES): Improve User Experience

Customer Effort Score (CES): Improve User Experience

In today's competitive world, a 10% boost in Customer Effort Score (CES) can make a huge difference. It can turn a good user experience into an outstanding one1. CES is key to making customers happy. It helps businesses see how easy it is for customers to interact with them.

By using CES, companies can understand what customers need and want. Surveys, like those with a 1-5 or 1-10 scale, give valuable insights. They show where the customer journey might be tough2.

By using CES data, we aim to make the user experience better. We also want to keep customers coming back for more3.

Key Takeaways

  • Recognizing the impact of CES on customer loyalty and reducing churn rate.
  • Differentiating and complementing metrics such as CES, NPS, and CSAT.
  • Utilizing various scales ranging from numeric to emoticons for CES surveys.
  • Real-time data collection with CES to facilitate immediate improvements.
  • Evidencing how minimal effort can significantly enhance customer recommendations.
  • Identifying customer interaction pain points, such as unnecessary transfers.
  • Linking brand trust to increased product adoption and customer retention.

Understanding Customer Effort Score (CES)

The Customer Effort Score (CES) shows how much effort a customer puts in to solve problems or get answers. It's key to knowing if customers will stay loyal. Customer feedback is very important here. It affects both the immediate experience and how people see a company over time.

A study by the Corporate Executive Board (CEB) found something interesting. It said 96% of people who have to work hard to get help will leave. But, only 9% of those who have an easy time will leave too4. This shows how important it is to make things easier for customers.

Making things simpler can also save money. A study found that easy experiences cost 37% less than hard ones. This is because there are fewer repeat problems and less need to switch how you talk to customers4. This fits well with focusing on making things easy for customers.

Effort Level Impact on Loyalty Cost to Business
High Effort 96% Increased Disloyalty4 Increases by 37%4
Low Effort 9% Increased Disloyalty4 Decreases significantly4

Using CES isn't just about measuring. It's about making customers happier and more loyal. Companies like PayPal, Bose, and LinkedIn have used CES to get better at what they do. They've listened to customer feedback and made big improvements.

In short, CES is more than a number. It shows how well a company can make things easy for customers. By using CES data, companies can guess what customers need and make things better. This helps save money and makes customers happier — which is what being customer-focused is all about.

The Origin of Customer Effort Score

The Customer Effort Score (CES) is more than just a simple metric. It's a new way to understand and improve customer loyalty. It came from a study that showed how important it is to make customer interactions easy.

The Pioneering Study by CEB

In 2010, a study by CEB, now Gartner, found that making things easy for customers is key. It showed that 96% of customers who had a hard time would leave, while only 9% of those who had an easy time would5. Also, 94% of customers who had an easy time were likely to come back5.

This study changed how companies think about customer service. It moved from just meeting expectations to making things easy for customers.

Redefining Customer Loyalty through CES

Using CES in customer service has changed how we measure loyalty. A high CES score means customers have an easy time, which means they are more loyal6. On the other hand, 96% of customers who had a hard time were unhappy6.

Using CES surveys helps companies find and fix problems. These surveys ask important questions after interactions. They give insights into what customers don't like, helping companies improve6.

Why Measure Customer Effort?

Measuring Customer Effort Score (CES) shows us how it affects customer loyalty. This knowledge helps us improve our business relationships and keep customers from leaving. By tracking and analyzing customer effort, we learn how to make interactions smoother and increase satisfaction.

The Link Between CES and Customer Loyalty

Studies by Gartner show that loyalty grows when customers face less effort. For example, 94% of customers are likely to buy again if interactions are easy, compared to just 4% with hard interactions7. This highlights the importance of using CES in our strategies to keep customers loyal.

Preventing Customer Churn with CES Analysis

Using CES analysis helps us lower customer churn by finding and fixing issues in the customer journey. When CES shows customers are having an easy time, it means they're more likely to stay with us. This approach is also cost-effective, saving up to 37% compared to hard interactions7.

We regularly check customer feedback to catch early signs of dissatisfaction. By analyzing CES, we can quickly address problems and make the customer experience better. This is key in today's competitive market where customers have high expectations.

Customers want smooth and quick interactions everywhere. With 79% expecting consistent service across all departments, and 55% feeling it's lacking8, improving interactions is vital. It reduces churn and boosts satisfaction.

Customer Expectation Percentage
Prefer self-service for simple issues 61%8
Expect online capabilities equal to in-person/phone 74%8
Believe good service increases likelihood of repurchase 88%8
Expect consistent interactions across departments 79%8
Feel departments do not share information 55%8

In summary, focusing on CES is key to keeping customers loyal and preventing them from leaving. This leads to longer customer engagement and business growth.

Comparing CES with NPS and CSAT

Understanding customer service metrics is key to improving user experience and loyalty. Customer Effort Score (CES), Net Promoter Score (NPS), and Customer Satisfaction (CSAT) are important. They give different views of the customer journey, helping us understand what customers think and do.

CES shows how easy it is for customers to use a service. A high CES means customers can easily solve their problems, leading to more loyalty. Studies show that 94% of customers who have easy interactions are likely to buy again. This is compared to 4% of those who have hard times9.

NPS looks at customer loyalty and if they will recommend the brand. It's a score from -100 to 100, showing how many customers are likely to promote the brand9. CSAT checks if customers are happy with specific interactions or purchases.

For businesses wanting to improve, learning about these metrics is important. Companies can see a big increase in profits, up to $700 million in three years, if they focus on customer experience10. Also, companies that focus on customers are 60% more profitable than those that don't10.

Metric Focus Impact on Loyalty Business Gains
CES Effort in interaction High CES correlates with repeat purchase $700 million increase in revenue10
NPS Long-term loyalty Promoters likely to repurchase Promotes organic growth
CSAT Immediate satisfaction High satisfaction drives short-term loyalty Enhances customer retention

To learn more about these metrics, check out this link9. By using CES, NPS, and CSAT well, businesses can improve how they interact with customers. This leads to better growth and customer happiness.

Designing Effective CES Surveys

In today's market, knowing and improving customer experience through CES surveys is key to success. With more digital interactions, the way we ask for feedback matters. Making surveys easy to use on mobile devices and sending them at the right time helps get better answers.

Optimization for Mobile Users

Many people use their phones for online activities. So, our CES surveys work well on smartphones and tablets. We use different ways to ask questions, like numbers and emoticons, to make it easy for mobile users to answer11. This makes the feedback we get better and more useful11.

Implementing Automated Triggers for Surveys

Automating when surveys are sent is key to getting feedback quickly. We set up triggers to send surveys after important actions, like buying something or getting help. This way, we can see how easy things are for customers right away11.

Platform Survey Responses CES Score
Facebook 72 5.5
Twitter 57 5.5
LinkedIn 122 5.5
WhatsApp 401 5.5
Flipboard 29 5.5

We send CES surveys on various platforms like Facebook, Twitter, and WhatsApp. This shows how flexible and wide-reaching these tools can be. By looking at CES data, we can make our interactions with customers better and more in line with what they want1112.

Our goal is to make every interaction with customers easy and quick. This not only makes them happier but also more loyal and likely to recommend us11.

How to Calculate Your Customer Effort Score

Learning how to calculate your Customer Effort Score (CES) is key. It helps you see how easy it is for customers to interact with your product or service. This score is vital for understanding customer happiness and loyalty.

CES is linked to customer loyalty. Research shows that about 96% of unhappy customers become less loyal13. To calculate CES, add up all the positive answers and divide by the total number of answers. For example, if 65 out of 100 customers rate their experience as easy (5, 6, or 7), your CES is 65.

Scale Point Number of Positive Responses Total Responses CES
5-7 65 100 65%
1-4 (considered neutral or negative) 35 100 35%

Choosing the right method for CES calculation is important. You can use different scales, like 1-5 or 1-7, or Likert scales for text answers. These give more detailed information14. A higher CES, near the top of the scale, means customers find it easier to use your product14.

Using CES scores over time helps track changes in customer experience. This analysis is key for spotting trends and making improvements. It helps keep customers happy and loyal13. It's important to know that a good CES score can vary by industry. Companies should adjust their strategies based on these insights13.

By understanding CES and using this knowledge, businesses can improve customer feedback and experiences. The goal is to make every interaction better. This leads to stronger customer relationships and long-term success.

Interpreting the Results of CES

Exploring CES, a key customer satisfaction metric, is vital for better customer experience. The CES scores range from 1 to 7. Scores above 5 mean customers found it easy to use a service or product15. It's important to look at these scores by industry, as what customers expect can change a lot.

Effective interpretation of CES means watching score changes over time. This helps spot trends or see how new ways to make things easier work15. By analyzing these changes, we can make better choices to improve customer experience.

Here's a detailed look at how CES scores are interpreted in different industries:

Industry Average CES Score Interpretation
Technology 6.2 Highly efficient
Retail 5.5 Efficient
Healthcare 4.3 Moderate efficiency
Telecommunications 3.8 Needs improvement

When looking at CES data, the survey format matters too. Different scales, like Likert or emoticon, can change how we see responses1. It's best to use clear and effective surveys to measure effort well and get useful insights13.

By carefully understanding CES data and the details of customer interactions, we can improve our strategies. This effort not only boosts customer engagement but also builds loyalty and satisfaction. For more on Customer Effort Score, including how to use it well, check out more resources for detailed analysis and tips15.

Best Practices for Improving CES

To make customer service better, several strategies can help. These methods not only make interactions easier for customers but also build loyalty and satisfaction.

Multi-Channel Customer Support Strategies

Providing support through various channels like social media, live chat, and email lets customers choose their preferred method. This can make connecting with your business easier. Research shows that 96% of customers who face hard-to-use services lose loyalty. But, using many platforms can make users happier and more loyal1617.

Integrating Self-Service Tools

Adding self-service tools like online forms and FAQs helps customers solve problems on their own. This reduces the need for help from others. It also meets customer preferences and cuts down on interaction time, improving the CES score16.

Also, making self-service tools easy to use and accessible can greatly lower CES scores. This shows that customers find the process easy and satisfying18. Keeping these tools updated and user-friendly can prevent issues like confusing navigation or outdated info. This can also lower CES scores18.

Strategy Key Benefits Impact on CES
Multichannel Support Customer convenience, Preference accommodation Reduces CES, Enhances loyalty and satisfaction17
Self-Service Tools 24/7 availability, Quick solutions Lowers CES significantly, Improves UI accessibility18

The Power of Immediate CES Feedback for Business

Customer feedback from CES surveys is more than just information. It's a game-changer for businesses looking to boost customer happiness. This data lets us fix issues fast, making customers happier and more loyal. A big 91% of people are more likely to suggest a company after a smooth experience19.

Knowing what frustrates customers, like being transferred too much, helps us make things easier. This not only makes customers happier but also builds trust and loyalty. In fact, 59% of people who trust a brand are more open to trying new things, and 67% are more likely to stay and recommend19.

Table: Impact of CES on Business Outcomes

CES Score Repurchase Likelihood Customer Loyalty
5.6 and above (Good Score) 94% high probability of repurchase20 67% remain loyal and recommend19
6 (Excellent Score) 94% tend to make another purchase20 88% plan on increasing spending20

Good CES scores are key to keeping customers. They show that easy interactions lead to more spending1920. By using these insights, businesses can cut down on customer loss. For SaaS companies, this can mean a big difference, with churn rates often between 5-7%20.

In short, using CES feedback right away is a powerful way to make customers happier and more loyal. By fixing problems fast, we not only meet but exceed what customers expect. This builds trust and helps our businesses grow.

Using CES Data to Drive Company-wide Improvements

We use CES data analysis to make our company better. A 10% better customer experience can really boost our sales. We share insights with all teams to make sure everyone works together to please our customers21.

Low CES scores tell us where we need to get better fast. We use CES surveys to get feedback right after talking to customers. This helps us cut down on repeat calls and escalations by a lot. It also keeps customers from switching to other channels, keeping their loyalty22.

We tie CES to our customer success goals. This makes CES a key part of how we measure customer health. It helps our Customer Success Managers make the transition from Sales smoother, keeping customers happy for longer21.

By using insights to make changes, we've seen big improvements in keeping customers. We track CES over time to see how our plans are working. This lets us make quick changes to keep our service top-notch for our customers' changing needs21.

In short, using CES data in all we do helps us focus on our customers and boosts our business. It shows how important it is to make decisions based on data to create a great customer experience.

The Role of CES in Customer Service Optimization

The Customer Effort Score (CES) is key in measuring how well customer service works. It shows how easy it is for customers to interact with a brand. This score helps make sure the brand experience meets what customers want.

Improving customer service is linked to what CES shows. A CES score of 1-3 means customers have little trouble, which makes them happier23. Keeping CES scores low is a smart way to keep customers loyal and happy23.

CES Scale Effort Level Interpretation Impact on Customer Satisfaction
1-3 on a 7-point scale Low effort High satisfaction and loyalty
4 on a 7-point scale Neutral effort Moderate satisfaction, possible room for growth
5-7 on a 7-point scale High effort Low satisfaction, urgent need for improvement

By using CES data, customer service teams can find and fix problems in the customer journey. If CES scores are high (5-7), it means the service needs a big change24. This helps businesses make things easier for customers, making their experience better.

Checking CES scores before and after making changes shows if those changes work24. This helps businesses understand what customers need and how to give it to them easily. It's key for keeping customers happy and the business successful over time.

Strategies to Lower Customer Effort and Increase Satisfaction

To make customers happier, we focus on two main things. First, we make it easier for them to interact with us. Second, we make our services faster. These steps are key to creating a smooth experience for everyone.

Streamlining Customer Interactions

Improving customer experience starts with using self-service tools and making sure they work well on mobile devices. A big 67% of customers like solving problems on their own25. With mobile devices now making up 57% of all internet traffic25, it's vital to make these tools mobile-friendly.

Using co-browsing technology helps agents understand and fix problems in real-time26. Chatbots also offer 24/7 support, answering questions and keeping customers happy26.

Enhancing Speed of Service

How fast we solve problems is just as important. Quick solutions can lower the Customer Effort Score (CES) and keep customers coming back26. Focusing on First Contact Resolution (FCR) can solve problems right away, saving time and effort27.

Agents need full access to customer history to work faster. This way, customers don't have to repeat themselves, making service better and faster27. Using an omnichannel approach means customers can contact us how they like, saving time and effort27.

Lastly, asking for feedback helps us know what to improve. This feedback is key to making our services better and easier for everyone26.

By working on these areas, we make the customer journey better. It becomes smoother and more responsive. This leads to happier customers and keeps them coming back for more.

Maximizing the Benefits of a Customer-Centric Approach

In today's market, being customer-focused is key for businesses to keep customers and cut down on losing them. Using Customer Effort Score (CES) is a big part of this. It shows how easy it is for customers to use a company's products and services.

Studies show that 94% of customers who find it easy to deal with a company are more likely to come back. This shows how important CES is for keeping customers happy28. It's also important to use tools like CRM and knowledge bases to make talking to the company easier and faster28.

Having a support system that works across all channels helps customers move smoothly without having to repeat themselves. This makes things easier for them and makes them happier28.

Businesses should also make things simpler for their customers. Today's customers want easy solutions and smooth experiences28. High CES scores mean customers are happy and find it easy to deal with the company28.

Also, customers really like using messaging apps to talk to customer service, with 42% preferring this method29. Using SMS and messaging apps for quick answers shows a company cares about its customers and wants to help them right away29.

Making customer service easy and efficient not only keeps customers but also makes a brand stand out in a crowded market.

Building loyalty is more than just great products and services. It's about the everyday interactions that shape how customers see a brand. Making these interactions easier goes a long way in building a strong relationship. Every step to improve how customers interact, from new tech to better communication, should be guided by CES. This helps move towards a business model that truly puts customers first.

Building a Continuous Improvement Loop with CES

In today's fast-changing world, using CES (Customer Effort Score) is key to better customer service. It's all about collecting and analyzing data to make smart choices. These choices help improve service over time.

To build a strong CES framework, surveys must be placed at key points in the customer journey. These surveys help find out how much effort customers put in. By looking at this data, businesses can spot areas to get better and change their plans30.

Customer Feedback Tool Function Impact on CES
Email Inquiries Resolve customer issues Improves CES by providing convenient problem resolution31
Mobile Optimization Enhance accessibility of surveys Increases CES by capturing real-time feedback31
Multiple Payment Options Streamline purchasing process Reduces customer effort, improving CES31

Turning customer feedback into useful insights is vital. Feedback should be analyzed to find common issues and areas for improvement32. This helps make the customer journey smoother and builds loyalty32.

We use CES to keep an eye on our services and make them better. We aim to make things easier for customers and keep them happy30. Making changes based on CES data is important for future success30.

The CES loop is about making small changes that add up to better experiences. Each change is tested with more CES surveys. This ensures each update is an improvement30. It shows our dedication to better customer service.

In conclusion, using CES and a good feedback loop helps businesses grow. They stay in tune with what customers want and adapt to market changes.

Staying Ahead with CES: A Competitive Advantage

In today's market, using CES in business plans is key for keeping customers loyal and ahead of the competition. CES, or Customer Effort Score, shows how easy it is for customers to deal with a company. It's a key sign of customer happiness and helps spot areas for improvement.

96% of people say they'll leave a brand if it doesn't solve their problems fast33. This shows how important CES is for keeping customers. A low CES means a company is easy to work with, which is what customers want. Businesses use tools like Medallia, Qualtrics, and SurveyMonkey to track and understand CES34.

With CES, we focus on making things easier for customers. This effort can give a company a big edge. For example, low CES scores mean happier customers and more repeat business35. These signs are key to a brand's success in a tough market where customers have high expectations.

CES Tool Usability Industry Benchmarking
Medallia High Available
Qualtrics Medium Available
SurveyMonkey Medium Limited

Improving customer loyalty and staying ahead isn't just about following trends or small changes. It's about really understanding how customers interact with a brand. CES gives a clear way to measure and improve these interactions. By making things easier for customers, we boost loyalty and create a business that's quick to respond and focused on customers. This keeps businesses competitive and ensures they meet and exceed customer expectations.

Conclusion

We've looked closely at Customer Effort Score (CES) and why it's so important. It helps companies make their customers happier and more loyal. By knowing how to use CES, businesses can guess what customers want better. This makes customers happier and more likely to stay with the company3637.

CES scores range from 1 to 7, with lower scores meaning customers have an easier time. This helps businesses know how to make things better for their customers3637.

We've also talked about how to figure out and understand CES scores. There's no one right score for everyone, but comparing scores can show how well a company is doing. Tools like Usersnap make it easier to collect and use customer feedback to improve37.

With CES, we can keep making our services and products better. We want to make things easier for our customers and use their feedback to do it. Our goal is to keep getting better and growing in a fast-changing market3637.

FAQ

What is Customer Effort Score (CES)?

Customer Effort Score (CES) is a way to measure how easy it is for customers to deal with a company. It looks at how simple it is to solve problems or get answers. It shows how much effort customers put in and helps predict loyalty.

How does reducing customer effort improve user experience?

Making it easier for customers to interact with a company boosts their experience. When things are simple, customers are happier. This makes them more likely to stay loyal and recommend the company.

What was the pioneering study by CEB regarding CES?

In 2010, CEB, now Gartner, first introduced the Customer Effort Score. Their study found that making things easier for customers was more important than trying too hard to impress them.

Why is measuring CES essential for businesses?

Measuring CES helps businesses understand how hard it is for customers to interact with them. This knowledge lets them find and fix problems. It helps keep customers and build loyalty.

How does CES differ from Net Promoter Score (NPS) and Customer Satisfaction (CSAT)?

CES looks at how easy it is to interact with a company. NPS checks if customers would recommend it. CSAT is about satisfaction with a single interaction. CES is about the ease of experience, NPS about loyalty, and CSAT about immediate satisfaction.

What are some tips for designing effective CES surveys?

Good CES surveys are short, work well on phones, and start right after a customer interaction. They should ask clear questions about how easy it was to interact. This gives useful feedback.

How is the Customer Effort Score calculated?

To find CES, count how many people say it was easy and divide by the total number of answers. Then, multiply by 100 to get a percentage score.

What should companies do to interpret CES results effectively?

Companies should look at industry standards, past data, and the type of interaction when understanding CES scores. They should watch for trends to see if things are getting better or need work.

What are some best practices for improving Customer Effort Score?

To boost CES, offer many ways for customers to get help, like live chat and email. Also, use self-help tools like FAQs to let customers solve problems on their own.

How does immediate feedback from CES surveys benefit businesses?

Quick feedback from CES surveys helps businesses fix problems fast. This makes service better right away. It gives a clear picture of what customers need.

In what ways should companies use CES data to make improvements?

Companies should share CES data with everyone to focus on improving customer experience. This helps find and fix problems. It leads to better service and keeps customers happy.

How does CES contribute to customer service optimization?

CES shows where customers struggle, giving insights for better service. By fixing these areas, companies can make interactions easy. This keeps customers coming back.

What strategies can companies employ to lower customer effort?

Companies can make things easier by being clear and quick. They should solve problems fast. Making experiences smooth is key to reducing effort for customers.

Why is a customer-centric approach important in leveraging CES?

Focusing on customers makes them happier and more loyal. It keeps them coming back. This is important for staying ahead in the market.

What does building a continuous improvement loop with CES involve?

It means always getting feedback, using it to improve, and then checking if it worked. This cycle keeps making service better based on what customers say.

How can staying ahead with CES provide a competitive advantage?

Using CES to make things easier for customers can make a company stand out. It leads to better loyalty and a strong reputation. This gives a competitive edge.

Source Links

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