With all due deference to Matt Dixon, sometimes “effort” is a tricky thing to define. I worked with one team that ran around and around about it constantly it seemed. Matt’s Customer Effort Score (CES) metric basically asks the Customer to rank his or her satisfaction with the amount of effort expended to solve an issue or otherwise accomplish something.
Now, right away you can see the question begged: How do we even know the issue has been solved in the first place? This, of course, goes to an age-old conundrum of how we can ensure a Customer’s issue has been solved before we send out a survey for feedback, regardless of the survey type. After all, it’s insult added to injury if we ask, “hey, how’d we do?” while the Customer is still waiting for a solution. But let’s put that issue aside for now as it’s a common concern (NPS, C-SAT, and all the others have the same limitation). (more…)