Which of these three restaurants would you rather eat at? Which would you rather own? If we go by NPS alone, these restaurants look exactly the same, but they’re clearly providing different experiences to their customers.
Let’s find a credible alternative
So those are the issues – NPS does a bad job of measuring something it also fails to define. What’s the opposite of that?
Rather than ask hypothetical questions about the future, Customer Effort Score asks customers about an experience they’ve already had. When dealing with your business via IVR or an advisor, what’s important to them? They want it to be quick and easy. So what’s the best measure of success? It’s effort.
A few year ago the Harvard Business Review conducted research on the impact of ‘Customer Delight’ initiatives in service. They found that while 89% of businesses were trying to go above and beyond for their customers, only 16% of the customers had noticed.
That tells me consumers are less interested in the bells and whistles than the consistency of the core service. It tells me that – all together now – they want it to be quick and easy.
Have you ever thought about the way you measure customer experience? If you want to learn more about implementing Customer Effort Score, drop us line today and we’ll tell you more contact us