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When it comes to measuring Customer Effort Score, CES is a useful metric that provides valuable customer feedback. But the two notable issues that made CES difficult for global organizations to use it as a benchmark are:
- Participants/ Respondents didn’t always correctly interpret both the question and the answer.
- Word ‘effort’ does not translate well into other languages leading to confusion in some geo-locations.
These Limitations led to the inception of CES 2.0. This CES 2.0 version was released in the year 2013. CES 2.0 introduced the 7 level answer scale to make it easier to analyze the level of customers’ efforts.
CES 2.0 introduced the 7 level answer scale to make it easier to analyze the level of customers’ efforts. You can measure CES by surveying customers with the simple question:
“To what extent do you agree or disagree with the following statement: [Company / department] made it easy for me to handle my request?”
Customers usually answer on a standard scale ranges from 1– 7 scale whether they agree or disagree with the statement.
Here respondents are provided with the scale ranges from 1-7 to rate their effort experience.
1 = Strongly Disagree
2 = Disagree
3 = Somewhat Disagree
4 = Undecided
5 = Somewhat Agree
6 = Agree
7 = Strongly Agree
This is also known as CES 2.0. Here in this scale range, a 1-3 segment (Strongly Disagree to Somewhat Disagree) will be associated with negative results, whereas the 5-7 segment (Somewhat Agree to Strongly Agree) represents positive results.