{"id":19853,"date":"2025-02-12T15:17:35","date_gmt":"2025-02-12T08:17:35","guid":{"rendered":"https:\/\/bell24vietnam.vn\/?p=19853"},"modified":"2025-02-26T15:12:46","modified_gmt":"2025-02-26T08:12:46","slug":"quantify-and-evaluate-customer-satisfaction-scores","status":"publish","type":"post","link":"https:\/\/bell24vietnam.vn\/en\/knowledge\/quantify-and-evaluate-customer-satisfaction-scores\/","title":{"rendered":"Measuring and evaluating the CES index in customer care"},"content":{"rendered":"<p>In an era where customer experience (CX) has become a critical factor, the Customer Effort Score (CES) is an important metric that helps businesses measure customer experience.<\/p>\n<p>So what is CES? Why is it important? How can you improve this metric? Let's explore it with Bellsystem24 Vietnam!<\/p>\n<h2>1. What is CES \u2013 Customer Effort Score?<\/h2>\n<p>CES (Customer Effort Score) is a metric that measures the level of effort customers must exert to complete a specific action, such as:<\/p>\n<ul>\n<li>Complete a purchase transaction.<\/li>\n<li>Search for information about products\/services.<\/li>\n<li>Resolve an issue with the Customer Service Department.<\/li>\n<\/ul>\n<h2>2. Measuring the CES index<\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-19966 size-large aligncenter\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/chi-so-CES-1024x642.jpg\" alt=\"CES index\" width=\"1024\" height=\"642\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/chi-so-CES-1024x642.jpg 1024w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/chi-so-CES-300x188.jpg 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/chi-so-CES-768x481.jpg 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/chi-so-CES-18x12.jpg 18w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/chi-so-CES.jpg 1251w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p style=\"text-align: right;\"><em>*<span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/bell24vietnam.vn\/en\/cx-ex-loyalty\/tinh-csat\/\">CSAT<\/a><\/span>Customer satisfaction level<\/em><\/p>\n<p><strong>The CES scale typically uses survey questions such as:<\/strong><\/p>\n<p><em>How easy do you find it to [complete a specific action]?<\/em><\/p>\n<p>Customers will rate on a scale from 1 (Very difficult) to 7 (Very easy). The higher the CES score, <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/bell24vietnam.vn\/en\/cx-ex-loyalty\/customer-experience-3\/\">the customer experience<\/a><\/span> smoothly.<\/p>\n<h2>3. Why is the Consumer Electronics Show (CES) an important indicator?<\/h2>\n<ul>\n<li><strong>Loyalty forecast:<\/strong> According to research by Harvard Business Review, 94% of customers who have a smooth experience will continue to make purchases, while only 4% will return if they encounter problems.<\/li>\n<li><strong>Reduce business operating costs:<\/strong> When customers can easily resolve issues themselves, businesses significantly reduce support costs while increasing the efficiency of their customer service teams.<\/li>\n<li><strong>Increase conversion rate:<\/strong> A simple purchasing process will help businesses increase revenue, especially in the e-commerce and online services environment.<\/li>\n<\/ul>\n<p>CES is a highly practical index that directly reflects the convenience experienced by customers, which is particularly important in today's era of technological advancement and the development of shopping applications.<\/p>\n<h2>4. STEPS TO MEASURE &amp; ANALYZE CUSTOMER EFFORT SCORE (CES)<\/h2>\n<p>To effectively measure and analyze Customer Effort Score (CES), businesses need to follow a structured process, from setting up surveys to analyzing data and optimizing customer experience. Here is a detailed step-by-step guide:<\/p>\n<h3>Step 1: Define CES Measurement Goals<\/h3>\n<p>CES can be used in many different situations, so the first step is to clearly define the survey objectives:<br \/>\n\u2714 <a href=\"https:\/\/bell24vietnam.vn\/en\/cx-ex-loyalty\/customer-satisfaction-survey-2\/\"><span style=\"color: #ff6600;\">Customer service evaluation<\/span><\/a> \u2013 After customers contact the call center, chat, or email to receive support.<br \/>\n\u2714 Measure the ease of performing an action \u2013 such as placing an order, making a payment, activating an account, or using a product\/service for the first time.<br \/>\n\u2714 Analyze barriers in the customer journey \u2013 To identify bottlenecks and improve UX\/UI, optimize service processes.<\/p>\n<p><strong>For example:<\/strong> If a business wants to measure the ease of purchasing on its website, the CES survey will be conducted immediately after the customer completes the transaction.<\/p>\n<h3>STEP 2: Designing a Standard CES Survey<\/h3>\n<p>CES surveys typically consist of simple questions accompanied by a rating scale from <strong>1 to 7 or 1 to 5<\/strong>.<\/p>\n<p><strong>Example of a standard question:<\/strong><br \/>\nHow easy do you find [specific action]?<\/p>\n<p><strong>Common scales:<\/strong><br \/>\n1\ufe0f\u20e3 \u2013 Very difficult<br \/>\n2\ufe0f\u20e3 \u2013 Difficulties<br \/>\n3\ufe0f\u20e3 \u2013 A bit challenging<br \/>\n4\ufe0f\u20e3 \u2013 Normal<br \/>\n5\ufe0f\u20e3 \u2013 Easy<br \/>\n6\ufe0f\u20e3 \u2013 Very easy<br \/>\n7\ufe0f\u20e3 \u2013 Extremely easy<\/p>\n<p><strong>Additional question (optional):<\/strong><\/p>\n<ul>\n<li aria-level=\"1\">Are you having any difficulties? (Brief description)<\/li>\n<li aria-level=\"1\">What would you like to improve?<\/li>\n<\/ul>\n<p><strong>Note:<\/strong><\/p>\n<ul>\n<li aria-level=\"1\">Surveys should be concise to avoid wasting customers' time.<\/li>\n<li aria-level=\"1\">If the CES is low (below 4), additional open-ended feedback should be collected to understand the reasons.<\/li>\n<\/ul>\n<h3>Step 3: Select Channel and Survey Delivery Time<\/h3>\n<p>Depending on the measurement objectives, businesses can implement CES surveys through various channels:<\/p>\n<p><strong>E-mail<\/strong> \u2013 Send a survey after the customer completes their purchase or receives support from Customer Service.<br \/>\n<strong>Live Chat \/ Chatbot<\/strong> \u2013 Send a survey message immediately after the conversation ends.<br \/>\n<strong>Application \/ Website<\/strong> \u2013 Display the survey after the customer completes an important action (e.g., completes a transaction).<br \/>\n<strong>Survey call<\/strong> \u2013 If you want to collect more in-depth data from VIP customers.<\/p>\n<p><strong>Ideal time:<\/strong><\/p>\n<ul>\n<li aria-level=\"1\">Immediately after interacting with Customer Service.<\/li>\n<li aria-level=\"1\">Immediately after completing the transaction, purchase the item.<\/li>\n<li aria-level=\"1\">After using the product\/service for a period of time: Send after 7-14 days to assess the actual usage level.<\/li>\n<\/ul>\n<h3>Step 4: Collect &amp; Calculate CES Points<\/h3>\n<p>After collecting the results, calculate the CES using the formula at the beginning of the article.<\/p>\n<h3>Step 5: Analyze Results &amp; Identify Bottlenecks<\/h3>\n<p><strong>An in-depth analysis is needed to understand the reasons for low CES:<\/strong><\/p>\n<ul>\n<li aria-level=\"1\">Which customer group has the lowest CES? (e.g., new users, older customers, mobile users...)<\/li>\n<li aria-level=\"1\">Which channel has the lowest CES? (For example: email support has a lower CES than live chat...)<\/li>\n<li aria-level=\"1\">Which step in the process causes difficulties for customers?<\/li>\n<\/ul>\n<p><strong>Real-world example:<\/strong><\/p>\n<ul>\n<li aria-level=\"1\">If the CES is low after the customer places an order \u2192 Check if there are any issues with the checkout page (too many steps, interface errors, etc.).<\/li>\n<li aria-level=\"1\">If the CES is low after contacting customer service \u2192 Consider whether the response time is too long, whether the staff provided adequate support, etc.<\/li>\n<\/ul>\n<h2>5. CES SURVEY FORM<\/h2>\n<h3>Template 1: CES survey after receiving support from Customer Service<\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-19967 size-full\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-1.png\" alt=\"CES 1 survey\" width=\"1003\" height=\"370\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-1.png 1003w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-1-300x111.png 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-1-768x283.png 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-1-18x7.png 18w\" sizes=\"(max-width: 1003px) 100vw, 1003px\" \/><\/p>\n<h3>Template 2: CES survey after completing online support<\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-19968 size-full\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-2-mau.png\" alt=\"CES 2 sample survey\" width=\"1002\" height=\"412\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-2-mau.png 1002w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-2-mau-300x123.png 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-2-mau-768x316.png 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/khao-sat-ces-2-mau-18x7.png 18w\" sizes=\"(max-width: 1002px) 100vw, 1002px\" \/><\/p>\n<h3>Form 3: Post-use survey of products and services<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19969 size-full\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-3.png\" alt=\"CES 3 survey\" width=\"1005\" height=\"373\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-3.png 1005w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-3-300x111.png 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-3-768x285.png 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-3-18x7.png 18w\" sizes=\"(max-width: 1005px) 100vw, 1005px\" \/><\/p>\n<h3>Color 4: Survey after customer cancels service<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19970 size-full\" src=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-4.png\" alt=\"CES 4 survey\" width=\"1006\" height=\"339\" srcset=\"https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-4.png 1006w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-4-300x101.png 300w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-4-768x259.png 768w, https:\/\/bell24vietnam.vn\/wp-content\/uploads\/2025\/02\/mau-khao-sat-ces-4-18x6.png 18w\" sizes=\"(max-width: 1006px) 100vw, 1006px\" \/><\/p>\n<h2>6. Strategies to improve CES<\/h2>\n<h3>6.1 Optimizing the Customer Service Process<\/h3>\n<ul>\n<li aria-level=\"1\">Integrate an AI Chatbot to provide 24\/7 customer support, helping them find answers quickly.<\/li>\n<li aria-level=\"1\">Improve the website and app interface to make it easier for customers to find information.<\/li>\n<li aria-level=\"1\">Streamline the support process to avoid asking customers to provide the same information repeatedly.<\/li>\n<\/ul>\n<h3>6.2 Training a professional customer service team<\/h3>\n<ul>\n<li aria-level=\"1\">Emphasize listening, empathy, and problem-solving skills rather than just following procedures.<\/li>\n<li aria-level=\"1\">Allow employees to handle simple issues without waiting for approval from their superiors.<\/li>\n<li aria-level=\"1\"><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/bell24vietnam.vn\/en\/van-hanh\/reduce-call-handling-time\/\">Reduce average processing time<\/a><\/span> (AHT) while still ensuring quality support.<\/li>\n<\/ul>\n<blockquote><p><strong>See also:<\/strong> <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/bell24vietnam.vn\/en\/knowledge\/the-skills-to-become-an-outstanding-customer-service-representative\/\">Guide to Excellent Customer Care<\/a><\/span><\/p><\/blockquote>\n<h3>6.3 Personalizing the customer experience<\/h3>\n<p>Deployment <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/bell24vietnam.vn\/en\/knowledge\/customer-experience-2\/\">personalize the customer experience<\/a><\/span> to create memorable moments.<\/p>\n<ul>\n<li aria-level=\"1\">Remember customer information so they don't have to repeat it every time they contact us.<\/li>\n<li aria-level=\"1\">Provide relevant recommendations based on purchase history and user behavior.<\/li>\n<li aria-level=\"1\">Use self-service technology such as online support centers or smart FAQs.<\/li>\n<\/ul>\n<h3>6.4 Simplify payment and transaction processes<\/h3>\n<ul>\n<li aria-level=\"1\">Limit the number of steps required when purchasing, optimize checkout with just one click.<\/li>\n<li aria-level=\"1\">Supports various payment methods (e-wallet, QR code, cash on delivery, etc.).<\/li>\n<li aria-level=\"1\">Send order and transaction confirmations immediately so customers don't have to wait.<\/li>\n<\/ul>\n<p>Customer Effort Score (CES) is one of the key metrics that helps businesses evaluate the ease of customer interactions. The higher the CES, the greater the customer retention rate.<\/p>\n<p>By optimizing processes, improving service quality, personalizing experiences, and simplifying transactions, businesses can minimize barriers and increase customer satisfaction, thereby improving revenue and brand loyalty.<\/p>","protected":false},"excerpt":{"rendered":"<p>In an era where customer experience (CX) has become a critical factor, the Customer Effort Score (CES) is a 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