Three Ways CMOs can Boost Their Customer Effort Score

Customer loyalty and satisfaction play an essential role in increasing the Customer Effort Score (CES). But in today’s dynamic marketing environment, it’s difficult for CMOs to keep up with these factors, which ultimately impacts their CES. Hence, CMOs should identify strategies that will help them drive loyalty while also improving their CES.

Customers today demand an exceptional customer experience across all channels while engaging with a brand. This makes it essential for the marketing team, especially CMOs, to focus on reducing customer friction and pain points as part of their marketing strategy. With Customer Effort Score (CES) often regarded as a business-critical metric for the key indicator of customer satisfaction, and customer loyalty, it becomes increasingly essential for CMOs to take adequate measures to increase their score.

According to industry experts, many brands believe crafting exceptional experiences, delighting customers, and providing over-the-top service can drive customer loyalty and improve their CES. Though these factors play an important role, they are not the only ones that can drive customer loyalty.

Also Read: Enhancing a Customer Self-service Strategy in the Digital Age

Ease-of-use and doing business with their partners in a streamlined manner can help brands strengthen their customer relationships, drive loyalty and enhance their CES. But achieving success with these factors isn’t as simple as it seems, as the marketing landscape continues to evolve rapidly, making it difficult for brands to make the transaction as seamless as possible. Hence CMOs must identify strategies that can make their business more seamless for their customers while still achieving their Customer Effort Score.

Anticipate customer issues and solve it preemptively

Brands should cultivate a preemptive customer service mindset. Instead of reacting to their customers’ problems, brands should anticipate and provide customers with what they need before they voice it.

If a brand offers a service or a product that is likely to prompt a customer service call for product/service usage details or a return visit to the website for additional information, the brand should include all those details ahead of time, saving the customer a an extra step and lowering “calls per event.”

Furthermore, brands should use website analytics to assess the key areas of a website that needs improvement. By leveraging analytics, brands can make the anticipation process as seamless as possible, and this will help in gaining customer trust and loyalty.

Reviewing feedback for actionable insights

Brands should constantly evaluate the feedback, both negative and positive, to identify unhappy customers. CMOs can get genuine input by assessing the customer feedback across various customer touchpoints. They can better understand reasons to enhance the customer experience by identifying customers’ pain points in relation to the brand’s product or service.

Also Read: Predictive Intelligence and Its Impact on the Marketing World

Providing self-service options

Customers prefer to explore solutions on their own before opting to contact a brand. Hence, brands should provide them with self-service options to address their issues, making interaction easier and reducing the effort a customer has to take. Additionally, brands should ensure that their customers can easily locate these self-service options and are readily available to them across all the touchpoints.

Conclusion

Ease of use and convenience are strong catalysts that can drive customer loyalty, brand advocacy, and increase sales. By focusing on anticipating customers’ next problem, reviewing feedback, and providing self-service options, brands can hope to improve their CES and bottom line by making the customer experience easier.