Eliminate Callbacks and Restarts – A Sure Fire Way to Lower Customer Effort

Customer Effort Score (CES) is the new hot metric for customer service. (CES) has been widely discussed since the HBR Article, Stop Trying to Delight Your Customers (July, 2010), where Customer Effort Score was touted as being a better predictor of customer loyalty than Net Promoter Score or First Contact Resolution. While CES is an important metric and arguably the best metric to focus your service operation, there is no such thing as a “magic metric”. Getting results from implementing CES depends on execution and focus.


A new Enkata white paper,  Eliminate Callbacks and Restarts – A Sure Fire Way to Lower Customer Effort, focuses on a strategy that eliminates the number one cause of customer frustration and needless effort —using CES to target and eliminate repeat calls, transfers.

Key Take-Aways:

  • While there is no silver bullet metric, Customer effort score comes the closest
  • Survey based CES or activity measured customer effort? Use both as they complement one another. The actionable data gained from measuring effort is worth the cost.
  • CES is only a metric, putting the metric into practice is where the value lies.
  • On average, 40-50% of customer calls require a customer to call back or retell their story to another agent – the #1 source of customer dissatisfaction and effort.
  • Approximately 50% of repeat calls and unnecessary transfers are caused by agent execution failures; the remainder is due to process, policy or customer situation issues.
  • While process, policy causes are sizeable, improving agent performance is more immediately actionable by identifying and coaching CES outliers by using repeat call rate, transfer rates
  • By hacking coaching prep time and reducing it from 30 to 5 minutes, big data analytics enables companies for the first time to deliver micro-targeted coaching within a supervisor’s normal day

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