GoResponse Telephone Answering Service Staff

Customer Effort Score remains a vital call centre resource

For telephone answering services, utilising metrics is an essential way of conducting business and improving customer care. There are many measurements used, including First Call Resolution (FCR) and Average Handling Time (AHT). One metric often forgotten by call centres is the Customer Effort Score, yet this remains one of the most important pieces of data to gather.

Customer Effort Scores provide insight into just how much consumers have to do to get their query or problem resolved. This satisfaction metric can be helpful because it is widely accepted that the more effort customers have to make, the less likely they are to provide repeat business. There are many advantages of utilising this method. The score uses an extremely simple five- to seven-point scale, making it easy to determine just how effective call centres are being. In addition, it often provides a better loyalty predictor than measurements such as NetPromoter Score, whilst it can also highlight areas of the customer services chain that might be in need of improvement. However, one factor to consider is that it doesn’t take into account how competitors, products and pricing might be affecting consumers.

Overall, call centres should utilise a variety of metrics so they cover all the bases and have as much information at their fingertips as possible. By using the customer effort score, it is easy to establish how difficult it is for consumers to actually utilise a brand.

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