Less effort, more loyalty – Customer Effort Score (CES)

How less effort in customer service brings more loyalty

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Customer satisfaction with Internet providers starts with less friction

In the telecommunications industry, excellent customer service is no longer a differentiating factor, but a non-negotiable basic requirement. Nevertheless, many Internet providers and public utilities continue to invest in excessive service promises – instead of optimizing the decisive factor: the effort for customers.

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This also confirms that Kano model, which divides customer expectations into basic, performance and enthusiasm characteristics. What used to trigger “enthusiasm” – such as hotlines available around the clock or particularly friendly support – is now taken for granted. If this expectation is not met, dissatisfaction immediately ensues.

It is therefore no longer just the “wow effect” that is decisive for genuine customer loyalty, but a smooth, efficient service experience.

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One of the biggest customer loyalty studies, carried out by Corporate Executive Board, occupied: It is not enthusiasm that creates loyalty, but a simple troubleshooting process. The Customer Effort Score (CES) measures exactly that – and its predictive power beats classic key figures such as NPS or CSAT clearly.

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Find out how the Kano model helps to design modern service experiences.
Read here why customer experience is a key competitive advantage.

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What makes CES so relevant for Internet providers?

Ob router setup, WiFi issues or Contract issues: Many customer service processes are still associated with unnecessary complexity. Long waiting times, repeated information, media disruption or channel switching from app to hotline create frustration – and drive customers to compete.

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Find out how common WiFi problems lead to customer frustration.

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Self-service as the key: Reduce customer expenses in a targeted manner

Modern self-service solutions such as those from MyProvider enable a paradigm shift: Instead of complex processes, customers expect an intuitive, consistent experience.

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Read here how Internet providers improve the customer experience with the right solution.
Or are you interested in how service apps become digital marketing channels?

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Why a low CES contributes to customer loyalty

Studies show: Customers with high service costs are four times more likely to be dissatisfied. The effects:

• Higher termination rates
• Decreasing brand loyalty
• More service contacts and support costs
  
  

A low CES, on the other hand, correlates with:

• Higher probability of repurchase
• Lower churn rate
• More up-selling and cross-selling potential
  
  

What factors lead to dissatisfaction in customer service? Read it now.