Reduce the Grind, Boost Loyalty: How Customer Effort Score Drives Business Growth

StrategyDriven Customer Relationship Management Article | Reduce the Grind, Boost Loyalty: How Customer Effort Score Drives Business Growth

Enhancing the customer experience is becoming increasingly vital for businesses to pursue sustained growth and customer loyalty. A critical metric, the Customer Effort Score (CES), is at the heart of this optimization. Articles like the one found on Customer Effort Score (CES) discuss the importance of CES, but what exactly is this metric, and why is it so powerful? CES measures customers’ efforts to accomplish a task, such as purchasing, resolving an issue, or obtaining product support. This score is a predictor of customer loyalty, as studies have shown that the easier it is for customers to interact with a brand, the more likely they are to return and become advocates for the company.

Understanding Customer Effort Score

At its core, the Customer Effort Score (CES) is a self-reported metric that asks customers to evaluate the ease of their experience with a company. Did they have to jump through unnecessary hoops, or was the process surprisingly smooth? These experiences are typically quantified through surveys, where customers rate the ease numerically. Understanding and improving the CES can directly lead to a more favorable customer experience, which is a decisive factor in building a robust customer base in today’s competitive market.

How High Effort Impacts Customer Perceptions

Demanding processes and multiple steps can frustrate even the most patient customers, leading to negative perceptions and a damaged brand reputation. High-effort experiences often result in abandoned shopping carts, poor reviews, and a general loss of business as customers seek out competitors who can offer a smoother experience. By simplifying processes and removing barriers, companies can turn potential frustrations into positive interactions, which can be influential in strengthening customer loyalty. The principle is simple: make it easy, and they will return.

Collecting and Analyzing CES Data

Surveys are usually sent out at critical junctures in the customer journey, including following a purchase or a customer care engagement, to collect consumer experience statistics. Once gathered, this data should be active. Companies must analyze results to identify common pain points and areas for improvement. It can include streamlining specific processes, improving information availability, or ramping up service speed. These insights can transform not just isolated aspects of the customer journey. Still, they can refine the overall business strategy toward a customer-centric approach, where ease and satisfaction are at the forefront of every interaction.

Improving CES for a Better Customer Journey

Improving the Customer Effort Score is a continuous process that requires a strategic approach to customer journey mapping. Identifying the critical touchpoints in the journey where customers feel the most friction and implementing targeted improvements is critical. These adjustments need a thorough comprehension of the consumer’s demands and organizational alignment to prioritize and quickly address these needs. Ultimately, this leads to a seamless journey that feels intuitive and requires minimal customer effort, thus building a better relationship with the brand.

Technological Tools That Aid in Measuring CES

Today’s market offers many technological solutions that simplify the collection and analysis of CES data. From customer feedback platforms to analytical dashboards incorporating machine learning, these tools provide actionable insights that can guide decision-making and help pinpoint areas for improvement. Leveraging these technologies saves valuable time and resources and provides a scalable way to assess and improve customer effort scores continually.

Common Pitfalls in Implementing CES Strategies

While CES offers valuable insights, companies must improve their effectiveness in utilizing this metric. Some common pitfalls include fully committing to the changes suggested by CES data, involving all stakeholders in the company, or failing to recognize the dynamism of customer expectations. Successful businesses understand that CES is about gathering data and driving meaningful action based on insights. This process involves the entire organization, from top management to frontline employees.

CES and Its Role in Strategic Decision Making

Customer Effort Score is more than a standalone metric; it is a strategic asset that can drive critical business decisions. It can foster innovation in product and service offerings, tailor customer communication strategies, and streamline operations when appropriately used. Harvard Business Review’s discussion on the significance of reducing customer effort underlines the pivotal role that CES plays in shaping future business strides toward facilitating pleasant customer experiences.

The Future of CES and Customer Experience Trends

The evolution of consumer behaviors necessitates a forward-thinking approach to managing and interpreting CES. As digital transformation continues accelerating, adapting to new customer service channels and touchpoints will be essential. The future of CES is bound to be defined by this continuous adaptation, with a clear focus on maintaining minimal customer effort and heightened customer satisfaction.


In the crucible of contemporary commerce, the imperative to simplify customer interactions emerges as a linchpin for sustained growth and prosperity. By embracing the Customer Effort Score (CES) as a guiding beacon, businesses unlock a potent conduit for fortifying customer loyalty, mitigating churn, and propelling business expansion. As companies chart their course toward success, pursuing CES optimization emerges as an indispensable tenet, ushering in an era of simplified success and enduring customer advocacy.

Why Is Customer Satisfaction Important?

StrategyDriven Customer Relationship Management Article | Why Is Customer Satisfaction Important?

The business world is tricky to navigate, and you need to do all you can to ensure you’re as successful as possible. One way to do this is to focus on your customers and ensure that no matter what happens, you give them the best service possible and that they are satisfied with their interactions with you. This is much more than just delivering the right service or product; there are many different factors to consider. With that in mind, keep reading to discover some of these factors and why customer satisfaction is so important in business.

Improves Brand Reputation

When you think about it, you’ll see that customer satisfaction is directly linked to the reputation of your brand and business, and by making sure customers are happy, you’ll gain a better reputation, which means gaining more customers. This is because a happy customer will likely let other people know that they’ve had a positive experience with you, so more people will want to shop with you and use your services.

On the flip side, an unhappy customer will also spread the word about their bad experience, which could lose you business depending on the issue itself and how you handle it. In that case, it makes sense to ensure good customer satisfaction at all times so you don’t risk damaging your reputation. How you take a problem and resolve it can improve customer satisfaction quickly, even if they had a bad experience to begin with.

Increases Loyalty

Loyalty is crucial when it comes to building a successful business; you want customers to keep coming back, even if your competition is trying to persuade them to shop with them instead. A satisfied customer is much more likely to stay loyal to you because they know they’ll be treated well every time they spend money with you; even if you cost more than someone else, they’ll stick with you because of that treatment.

The more personal you can make the customer experience, the more likely the customer will stay with you and be loyal. One good idea is to offer personalized recommendations and to always use their name during your interactions. You can also go the extra mile and organize handwritten notes to go in packages or to give information – this will make the customer feel special and noticed, and they’re sure to be loyal after that.

A Competitive Advantage

The truth is that you will have some competition, no matter what business you run. Some competitors will be direct and easy to spot, and others will be more difficult to find because they’re not selling precisely the same products and services (although, in your customers’ minds, it will be close enough). Whatever situation you’re in, you must find ways to gain a competitive advantage.

This is where customer satisfaction comes in. The better you can treat your customers and the happier they are with your business, the more you can stand out from the crowd and get ahead of your competition. When you add the loyalty and good reputation of your business this will also bring, it’s easy to see that you’ll be the business with the upper hand.

Leveraging Personalized Customer Experiences to Increase ROI

StrategyDriven Customer Relationship Management Article | Leveraging Personalized Customer Experiences to Increase ROI

Personalized content and experiences have been growing in popularity as businesses realize their potential to drive more customer engagement and sales. By understanding the customer journey and optimizing content for each stage, businesses can create tailored experiences that are more likely to convert to sales and loyalty. But how can you measure the return on investment (ROI) of your personalized content campaigns? Let’s explore what makes personalized customer experience successful and how you can track ROI.

What Makes Personalized Content Successful?

Personalization is all about providing customers with a consistent experience across multiple platforms and devices. This means that no matter where a customer interacts with your business, they have the same high-quality experience from start to finish. To achieve this, businesses need to understand their customer journey and optimize their content for each stage of that journey. That way, customers will be presented with relevant information at every step of the purchase process.

Another key element for success is analyzing results in order to find areas for improvement. It’s important to keep track of data such as page visits, time spent on pages, bounce rate, etc., so you can identify which pieces of content are resonating with your audience and which need to be revised or replaced.<

With cross-channel personalization, customers can have a consistent experience as they switch from one device to another. Companies need to be focused on building up cross-channel personalization efforts to ensure that their customers have access to the same experience, regardless of what platform or device they’re using. This effort gives businesses and their customers the chance to create an integrated experience with ease and consistency, which leads to more satisfaction for everyone. By focusing on cross-channel personalization, companies can maximize engagement with their customers and encourage loyalty over time.

What About the Marketing Operations Considerations?

Crafting multiple iterations of custom content to be personalized for many individuals and audiences may seem like an expense, but more likely than not it can pay you back tenfold. For starters, you’re connecting directly with customers and potential customers in a way that feels personal to them. This builds trust, reassuring them that your brand is reliable and authentic. Additionally, it increases the chances of them engaging with – and returning to – your products or services because they know the content is tailored specifically to their needs. Plus, the content could be leveraged in multiple marketing channels so it’s generating value beyond its original purpose. Ultimately, this individualized approach ensures you get maximum return on investment while demonstrating that your business cares about its clients and their overall experience.

How Can You Measure ROI from Personalization?

Measuring ROI from personalized content campaigns and customer experiences is not always easy, but it is possible if you use the right metrics and analyze them correctly. Some indicators of success include an increase in sales per customer or visit, improvements in Net Promoter Scores or Customer Satisfaction scores, an increase in referrals and word-of-mouth promotion, longer engagement times with webpages, emails, and ads – anything that shows an improvement in user or customer experience. Of course, analytics tools should also be used to identify any areas that may need improvement.

To determine the return on investment (ROI) of a new marketing or customer service initiative, keep an eye out for how it impacts key metrics like sales per customer, sales per visit, net promoter scores, customer satisfaction levels, and even referrals. If you’re seeing more customers buying more products when they visit your website or store, that’s a great indication that the ROI is positive. The same goes for higher measures of customer experience such as increased satisfaction scores or more referrals. Keep track of these types of measurements to get a good gauge on whether your efforts are paying off both financially and in terms of providing a better customer experience.

Where CX Meets ROI

Personalized customer experiences, including personalized content campaigns, offer many benefits when done correctly, encompassing improved conversion rates, higher engagement rates, better targeting, increased relevance, more efficient use of resources, improved brand loyalty, enhanced user experience, and ultimately, increased ROI. In order create tailored experiences that will increase overall ROI from personalized content campaigns, businesses must understand the customer journey and optimize content for each stage of that journey, at the same time tracking key performance metrics such as page visits, time spent on pages, and bounce rate, plus using analytics tools to identify areas for improvement,. Today is the perfect time to get started!

Greg Kihlström is a best-selling author, speaker, entrepreneur, and currently an advisor and consultant to top companies on marketing technology, customer experience, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He is also the host of The Agile Brand with Greg Kihlström podcast. Greg has worked with some of the world’s top brands, including Adidas, Choice Hotels, Coca-Cola, Dell, FedEx, HP, Marriott, MTV, Starbucks, Toyota, and VMware. House of the Customer is his 11th book. Learn more at

Best Gift Baskets And Corporate Gifting For Tech

StrategyDriven Customer Relationship Management Article | Best Gift Baskets And Corporate Gifting For TechSelection of corporate gifts for employees for specific occasions was a headache for owners in the past due to the lack of the latest facilities and the absence of merch makers. Therefore they did not pay much attention to clients’ gifts as well as to gifts for managers. But now the situation has entirely changed and the corporate gifting process has been converted into a relaxing one. These days thoughtful and relevant products are gathered for gifting which is beneficial for all types of workers as mugs are perfect for workers who work on sites, and custom fanny packs are appropriate for technical employees, etc. All sorts of corporate gifts satisfy the employees and make them aware of the good feeling of the owners. Corporate gifts are not only source of happiness but also promote the company brand just like PR packages. and increase the received orders for getting profits.

Best gifts baskets for tech

Connecting strongly with those people who struggle hard for your businesses is necessary and gift baskets are the perfect way to achieve this aim. Some unique ideas for gift baskets for tech are described below.

1. Chocolate gift basket

A beautiful basket full of various branded delicious chocolates is an awesome choice for tech and they will love to have it as a gift plus it will add a sweet flavor to their hectic routines or in other words a sweet treat for them.

2. Dried fruits gift basket

Presenting techs with a dried fruits basket is all time favorite particularly in winter when they want a quick dose of energy for performing tasks. Techs can enjoy them at any time or any place comfortably.

3. Desk items gift basket

Desk items are all-important for techs such as diaries, pens, pens holders, planners, table clocks, etc. So a basket having all necessary desk items is lovely as a corporate gift that will arrange the techs’ desks accurately.

4. Snacks gift basket

Snacks are popular among workers during short breaks so a basket having salty and sweet snacks is an amazing choice for techs who can enjoy them in the time of hunger for maintaining fitness.

5. Fragrant gift basket

Mostly such a basket contains all small and elegant items which add a perfect fragrance to our personality at the office and at home such as perfumes, air fresheners, deodorants, flower essences, etc.

6. Cookies gift basket

Sugary crunchy and crispy cookies of different flavors and textures appeal to all of us when arranged in a basket correctly. Their bright colors and shiny appearance impress techs when they unbox the basket and enjoy them with tea and coffee.

7. Fruits gift basket

Such baskets consist of colorful and fresh seasonal fruits that truly prove healthy for techs. Fruits jam can be combined with fruits to make it more perfect option for gifting to techs and other employees.

Best corporate gifting for techs

There is a list of some excellent corporate gifts for techs for thanking their hard struggles and loyal role in the progress of the company.

1. Bright color air-pods

They are an excellent choice for techs plus can be ported anywhere easily. They help them to work with full concentration and save their ears from the harmful effects of loud noise.

2. Charging pads

Wireless charging pads are suitable corporate gifts for techs as they charge tablets and smartphones quickly and can be utilized at the office and any other working place.

3. Small plants

Small elegant plants occupying some space on desks or in windows soothe the dull minds of techs and refresh them for more difficult challenges plus add soft color in the office room.

4. Diaries

Diaries are cost-effective corporate gifts for techs and are suitable for all types of occasions plus can be given to techs as well as to clients who can save important points regarding projects on them for further use.

5. Tech products

They are the best options as they help perform tasks in a better way and techs show great performance due to using them and working efficiently.

In short, many products and gift baskets can be presented to techs for giving them a sense of how much valuable they are in the eyes of the management.

Why Automation Can Improve Your Customer Experience

StrategyDriven Customer Relationship Management Article |Customer Experience|Why Automation Can Improve Your Customer ExperienceThe customer experience that your company offers is very important to your success. If you are asking the question “what is digital customer experience”, the answer is essentially the sum of all online interactions that people have with your business.

If people have a good time on your website, within your platform, or dealing with your agents, it can go a long way in helping you grow. On the other hand, a poor experience is likely to drive people away.

One of the best ways to improve your customer experience today is to harness the power of automation. This article is going to take a closer look at why and how automation can improve your customer experience.

It Can Provide a Boost to Your Customer Service

First and foremost, automation can help provide a boost to your customer service. With the massive importance of customer service, companies need to take it very seriously. If customers are not happy with the speed and quality of your service, they may take their business elsewhere.

There are several ways you can use automation to aid in your customer service efforts. You can automate initial messages in live chat to steer customers in the right direction, utilize chatbots, offer self-help resources automatically, speed up response times, boost agent consistency, and more. All of this is aimed at ensuring your customers can get their problems solved as effectively and efficiently as possible.

Ensure Your Onboarding is Simple and Streamlined

For many businesses today, the onboarding process is a crucial part of the journey their customers take. Unfortunately, onboarding processes often leave a lot to be desired. If it is confusing, long, stressful, or unclear, people may abandon your business

Automation can help your onboarding as it allows you to automatically send everything from welcome emails to step-by-step guides to ease customers in and explain to them what to do next.

This can walk them through the onboarding, and ensure all relevant questions and concerns are handled. The end result is a happier customer that had a much better experience registering or signing up for your service and has a better understanding of how it works. In addition to making the process more efficient, it can also make it much faster.

It Can Improve Your Personalization Efforts

Today, consumers want a personalized experience when they work with brands. They don’t want to be seen as just another customer but want it to feel like you are reaching out and speaking to them directly. If customers today don’t feel valued or listened to, they won’t hesitate to jump ship.

As a result, companies of all shapes and sizes are making an effort to offer a uniquely personalized experience. Using automation can help make this a reality in a couple of ways. It can allow for the sending of automated emails with personalized aspects like a person’s name, birthday, or other pieces of information.

Automation also allows for the collection and management of customer data and information, to ensure that each interaction or support request can be personalized based on their history. You can even send personalized deals or discounts to people based on their unique preferences or buying/browsing history.

In conclusion, we hope that this article has been able to help you understand how automation can improve your customer experience.