Why Interaction Analytics Is the Best method to measure the Customer Effort Score From the survey method.
In a single question: “How much effort you have to put yourself personally, measure to process your request?” the conventional survey method attempts, the Customer Effort Score (CES). In an attempt to answer this question, in which respondents are asked to rate your effort on a scale of 1 to 5. The bottom customers evaluate your expenses, the best will be accepted. This is based on the belief that in order to reduce the customer effort, organizations increase customer loyalty.
Instead of asking customers about their effort in a 1 to 5 scale, interaction Analytics embroils measure-CES through the analysis of customer interaction data. Each interaction with the customer via phone, Email and chat is used to score customer effort. The interaction data continues to be evaluated in order to identify and solve the problems, the high cost of numerous touch-points.
On the other hand, is a CES survey is designed to capture the customer-effort-on a scale of 1 to 5. The survey achieved a say if the effort is high or low. But, you should not reveal these points of self, the causes of the high or the low of the effort. In addition, a CES is a survey only can not help to identify the processes that force the customer to call the contact centre or to switch from one channel to the other. Also carry out a separate survey for the evaluation of the CES can be time-and cost-intensive matter.
Because the interaction analytics eliminates the need to run different the CES survey, it is the best option in terms of cost-efficiency, speed and results. 100% of customer interactions are evaluated to identify customer opinions and phrases, in order to measure, customer effort in multiple touch-points and discover areas where the clients are running low, and unnecessary expense. As a result, factors such as Integration, problem identification, root cause, play analysis and the precision make the interaction analytics-a better way to measure that the survey method in order to reduce the CES.
The whole process of score customer effort with interaction analytics include broadly the following steps:
Identify negative customer emotions: the interaction analytics to analyze the interactions with customers-pin-down negative customer emotions. To express emotions, customer anger, frustration, or dissatisfaction with the customer service or self-service-recognized channels during this phase.
Relate negative emotions with the client’s efforts and touch-points: identify the emotions, then, are a burden to each other are linked in that the customers are unnecessarily exerting on various touch-points to meet your needs or problems.
They quantify the degree of satisfaction of effort depending on the severity of the expression. The level of effort and type is then to quantify, depending on the severity and the frequency of the emotions expressed by the clients during the interaction.
Get a company-wide customer effort score on a scale of 1 to 5: depending on the degree of effort, every effort has been sorted in ascending order and get a score. General organisation-wide CES is measured on a scale of 1 to 5 by the sum of the value of all types of effort, and dividing the total value by the number of effort type.
Interaction analytics provides a comprehensive and effective to identify and reduce CES. So, in an attempt to improve the customer experience, customer satisfaction and loyalty, organisations need to use this new technology. To make it easier for customers to interact or transact, organizations can manage their business performance to new heights.