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Customer experience is a fundamental measure of business success. If your user base isn’t enjoying their experience – they’ll stop using your service after all.
That’s why Walt Disney said “whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.” And today, the Walt Disney company is still renowned for its customer experiences.
If you’re looking to boost this critical metric for your own business, there are plenty of tools to help. One you might not think of is generative AI and automation. Our Autoflows tool can be a great addition for those looking to provide a more personalized, streamlined and overall positive experience for users.
What is the Customer Experience Score?
The Customer Experience Score, or CES, is a comprehensive metric used to assess a customer’s overall experience with a brand, product, or service. It encapsulates the entire customer journey, from the initial interaction to the purchase and post-purchase service.
The CES has its roots in the evolution of customer service and marketing, as companies recognized just how valuable examining the customer’s entire journey can be – as opposed to only measuring at specific touchpoints.
In today’s competitive marketplace, delivering an exceptional customer experience is a critical differentiator for businesses, making CES an indispensable metric.
To measure CES, companies must make sure they encompass all customer touchpoints, from product quality to customer service and even after-sales service. This is typically done with customer surveys that ask: “On a scale of 1-10, how would you rate your overall experience?”
You’ll typically want to ask this question following key interactions and transactions, as well as on a quarterly or annual basis in order to track change over time. And if you make any significant changes – say redesigning your website or launching a new product – you’ll definitely want to check in on CES.
Applying CES To Internal Improvements
Simply having your Customer Experience Score is not enough; you’ll need to use it to find opportunities to make adjustments at all levels of your business.
This metric is typically used by Customer Experience Managers, Marketing Managers, Product Managers, and C-Level executives, particularly the Chief Customer Officer or Chief Experience Officer. Each can benefit from these insights in a particular way:
- CES for individual contributors: For individuals within a company, understanding the CES can provide insights into how their role impacts the overall customer experience. This perspective can guide strategy and decision-making, helping them contribute more effectively to the company’s success.
- CES for teams: For teams, focusing on CES can foster collaboration as they strive to enhance the customer experience across various touchpoints. A high CES indicates that the team is succeeding in creating a positive, seamless customer journey.
- CES for the company as a whole: A high CES can lead to greater customer loyalty, increased word-of-mouth referrals, and higher customer lifetime value. By improving CES, a company can enhance its reputation, differentiate itself from competitors, and achieve sustainable growth.
As far as goals, the CES you’ll aim for depends largely on your industry, market, and company size. That said, a score of 7 or above on a 10-point scale is generally considered good.
Don’t get complacent though: Companies should aim to improve their score continuously, keeping an eye on industry trends and competitor performance.
Good Customer Experience in Practice
Walt Disney said it was important to do things so well that customers kept coming back – and the company has succeeded at that goal for many years. Disney is a globally recognized brand that excels in providing exceptional customer experiences.
The company’s focus on creating magical, memorable experiences across all touchpoints – from parks and resorts to movies and merchandise – results in high Customer Experience Scores.
Their commitment to customer delight at every interaction contributes to their strong brand loyalty and impressive customer retention rates. Ask anyone who’s visited the happiest place on Earth.
Improving CES with Generative AI and Automation Tools
If you’re ready to boost CES, there are plenty of great tools to help. Our generative AI and automation products can support in many different ways:
- Personalization: AI can help make your customer’s experience more tailored to their needs, by using customer behavior and preferences to enhance their experience.
- Predictive Analysis: AI can analyze customer data to predict future behavior and enable proactive service, improving the customer experience.
- Chatbots and Virtual Assistants: Even if you don’t have the staff to support 24/7 customer service, automation can help bridge the gap, providing immediate responses to customer queries and enhancing customer satisfaction.
- User Experience Optimization: AI can analyze user behavior on websites or apps and recommend improvements to enhance the customer experience.
Companies can improve customer satisfaction, loyalty, and, ultimately, their bottom line by focusing on CES. With the help of AI and automation, companies can take their customer experience to new heights, delivering personalized, seamless experiences that delight customers at every touchpoint.
Learn more about our Autoflows solutions by watching our demo here.
