Fine Tuning: Creating and measuring effortless customer experiences

12 Comments

  • Antonio King

    I'm actually looking to re-strategize my department to focus around low effort experiences. With this, I'm looking to implement the Customer Effort Score. I've done some reading, but what I haven't been able to find is if it's recommended to have CSAT surveys still when measuring customer effort at the interaction level also.

    We're currently using the Net Promotor Score, and Zendesk's CSAT. Since I want to also utilize CEB's Customer Effort Score practices, if we utilize them all together, that just bombards the customer with 3 emails, which is obviously way too many.

    Keen to know that if I want to start measuring Customer Effort, do I need to remove the CSAT component from Zendesk, and replace it with the same granular interaction, but with Customer Effort surveys instead?

    Any input would be super helpful. Bonus points if you find any supporting resources since I couldn't. 

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  • Karen Farmer

    Part 1 of today's series is up! Be sure to post your questions and ideas in the comments section.

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  • Karen Farmer

    Part 2 is live! Let us know your thoughts on a multichannel support strategy.

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  • Karen Farmer

    Our third and final part is up, and it's all about CSAT and NPS!

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  • Vicky Truong

    Hi Everyone! I'm super excited to hear about the cool things people have done with multi channel support?!

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  • Vicky Truong

    Hi Antonio,

    Thank you for your question!

    It’s important to remember all three measurement tools stand on their own for certain occasions but they also compliment each other. Let’s start with identifying how they are different from each other before choosing which metric is right for your business.

    • CSAT -  Looks at how happy your customers are in the short term, this rating is based on a single support transaction without any further definition of “satisfaction”
    • NPS - This rating measures the long-term happiness of your customer and asks how likely a customer is to recommend you
    • CES 2.0  - Measures how much effort your customers have put forth to get their request resolved. With a rating scale from  (Strongly disagree) to 7 (Strongly agree) 1

    As you can see they all measure things slightly differently, so to remove the CSAT component is not necessarily the best solution. Something to consider is combining all three measuring metrics together.  It’s possible to successfully incorporate CES in your surveys to help improve the overall experience your company provides.  One thing to keep in mind is how frequent you ask for feedback, which can impact the happiness of your customer.

    As for resources, Zendesk has an integration with Nicereply (https://www.nicereply.com/integration/zendesk)  that can help you built out a robust but still beautifully simple survey that combines all three methods!

     

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  • Antonio King

    I was actually looking at Nice Reply for a solution for their Customer Effort Score services. You say there is a way to combine all three? Do you have any resources?

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  • Vicky Truong

    Hi Antonio.

    You can setup CES with Zendesk using the Nicereply integration! This will allow you to seamlessly use all three measurement tools in one place!  

    http://help.nicereply.com/article/99-setup-ces-with-zendesk

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  • Steve Morrell

    What advice can you offer on encouraging customers to self-service? Since moving to Zendesk, we aren't seeing the take-up of self-service that we would like.

    A lot of customers still prefer to file a support ticket, without searching the knowledgebase, even when they are prompted with the appropriate knowledgebase article at submission. 

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  • Jessie Schutz

    Hey Steve!

    The first thing you need to do is make sure that your customers are aware that the self-service option exists. Include links to it in the automated responses that go out when they submit a ticket. Make sure your agents are directing them to the documents that contain the information they're looking for.

    The second thing you'll want to do is make sure that the information is actually there, and easy to find. If your customers can't find what they need (either because it's not there, or the layout doesn't make sense), they're much more likely to default to submitting a ticket.

    We have lots of great resources for you to use to set up and optimize your Help Center. The two docs I think will help you the most (if you haven't already seen them, are:

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  • Renate Johnson

    It was mentioned above that we can setup CES with Zendesk using the Nicereply integration!  For Enterprise Zendesk users, does this mean a separate subscription cost to Nicereply?  

    http://help.nicereply.com/article/99-setup-ces-with-zendesk

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  • Brett - Community Manager

    Hi Renate,

    You'd want to reach out to Nicereply to confirm whether a separate subscription is necessary since this is their integration. I was able to track down an email address you could try reaching out to: contact@nicereply.com

    Hope this helps!

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