In a competitive marketplace, customer experience has emerged as the key driver for business growth. While all customer experience metrics such as Talk Time, Service Level, and Customer Satisfaction are critical from a day-to-day operations perspective, one metric has a direct influence on the fact that customers will spend more and continue to do so: Customer Effort Score (CES). CES essentially measures the effort a customer has to put in when dealing with a company. Research clearly indicates a strong connection between low CES and higher revenues, as simplification of interactions connects very strongly with loyalty and profitable growth.
At GlobalStep, we move CES one step ahead by mapping out and addressing each point of friction in the customer journey in order to provide frictionless customer experiences. The lesser the hassle on the part of the customer in buying, seeking support, or returning products, the more likely customers are to come back for more and recommend the brand. According to research, customers who experience low-effort experiences are much more likely to recommend the brand, driving more organic growth through loud positive word-of-mouth.
Our focus on CES also yields fewer churn rates. When frustrations develop among customers, they’re more likely to explore other options, leading to lost revenue. Conversely, brands that make it easier to interact — such as by including easier website navigation, smoother checkout processes, and faster customer support — keep customers longer. By investing in processes that cut through CES, stakeholders can help their clients build a loyal customer base that will continue bringing in revenue steadily.
In addition, the possibilities of upselling and cross-selling occur more frequently when one can reduce CES. The simpler a customer’s interaction is, the more interest they will likely have in a far greater variety of products or services. That lifts the average transaction value and overall revenues, driving growth through deeper relationships with customers.
Where a company keeps its CES at low levels, it stands to gain a competitive advantage. As the customer experience increasingly becomes a factor that separates companies, those which excel in reducing effort stand out-to outstrip competitors by winning new customers and positioning their companies as service-quality leaders.
With GlobalStep’s CES management expertise, we help businesses increase customer satisfaction, loyalty, and revenue by culturally locking in low-effort customer interactions that drive down churn and unlock meaningful upselling opportunities. Considering targeting a Customer Effort Score system? Contact us to learn how we can streamline your customer journey and grow your bottom line.
