Interesting article and great insights. Thanks for sharing.
I have used CSAT, NPS and CES together and found the first two highly correlated while CES follows a different logic. In my experience CES is a very useful measure in particular in the B2B segment when related to the overall experience rather than particular touchpoints. If the overall score is low than you should look into into the root causes and find ways to improve as there will certainly be areas where your customer experience is clearly falling short. The other way around, just tracing the interactions with a low CES would indeed direct attention and resources into areas that could be improved, but that would not actually improve the overall satisfaction or loyalty behaviour of your customers. The gauge to CX improvement initiatives should be how the overall experience is affected in function of the brand promise you are trying to make.
My answers
Interesting article and great insights. Thanks for sharing.
I have used CSAT, NPS and CES together and found the first two highly correlated while CES follows a different logic. In my experience CES is a very useful measure in particular in the B2B segment when related to the overall experience rather than particular touchpoints. If the overall score is low than you should look into into the root causes and find ways to improve as there will certainly be areas where your customer experience is clearly falling short. The other way around, just tracing the interactions with a low CES would indeed direct attention and resources into areas that could be improved, but that would not actually improve the overall satisfaction or loyalty behaviour of your customers. The gauge to CX improvement initiatives should be how the overall experience is affected in function of the brand promise you are trying to make.