The second format of CES metrics requires customers to agree or disagree with a statement that solving the problem requires little effort. In this format, choosing five "strongly agree" customers indicates some effort, and one "strongly disagree" customer is selected. Here, your goal is to reach the highest possible number. The rationale behind CES is that customers become loyal when the service desk helps them resolve issues quickly and easily.
Their findings , published in the Harvard Business Review in 2010 (Matthew Dixon, Karen Freeman, and Nicholas Toman), show that "service organizations industry mailing list loyal customers primarily by reducing customer effort. — that is, helping them solve problems quickly and easily — not by pleasing the customer. They are in the service interaction.” The study yielded two main findings. First, in addition to 75,000 customer interactions, the study included structured interviews with global service desk leaders and found that pleasing customers does not build loyalty. However, reducing their problem-solving efforts does correlate with loyalty. Second, when an organization acts on this fact, it can reduce customer churn, service operating costs and improve customer service quality. Industry-leading customer experience experts like Justin Robbins, founder of JM Robbins & Associates, agree.
"From what I've seen of organizations, successful organizations aren't focused on how their customer experience will help them outperform the competition. They're focused on how best to meet their customers' needs and solve current problems. It's shifting the focus From 'what can be done best' to 'what we need to do to best serve those who trust our business,'" Robbins noted. What is Customer Ease of Use (CES) Definition? The CES metric is a number that measures loyalty and reflects the overall choice of customers who responded to a survey. Early users of CES surveyed customers on a 5-point scale. For example, a scale like this could be used if a company asked each customer how much effort each customer had to put in to solve a problem.