Use Salesforce Survey for Easy and Accurate CES Analysis

Alice M.

Hawk-eye editor with a passion for trailblazing Salesforce experiences

Updated: Aug 17th, 2023

Why sweat the small stuff? Or the big stuff for that matter? Any business knows that the easier you make the customer journey, the better it is for you. If you want to engage your target audience with your product, boost customer satisfaction, and encourage customer retention, then figuring out how to simplify and streamline customer experience is a no-brainer.

Salesforce Survey: CES in a Nutshell

This is where Customer Effort Score surveys (CES) come in because they help you figure out if customers are having a tough time getting through simple business processes or not. Whether or not your valued customers are struggling with support, running into blockers when making an order, or finding your product difficult to use, you want to know and you want to know fast. As a customer satisfaction metric, CES empowers you to find out exactly how much effort customers are exerting when interacting with your organization. These survey types typically use a Likert scale question where customers rate their effort using ranges such as 1-5, 1-7, and 1-10. So for example, you could ask a customer, “How difficult is it to use this product on a scale of 1-10?”, where 1 is the easiest and 10 will be the hardest. There are also different rating options, for instance, customers can select a difficulty level, “Extremely difficult” or “Very Easy”. Whatever rating or Likert option you choose, using CES surveys, you can get a clear idea of where customer experience can be improved.

Salesforce survey tools are a great option when it comes to sending out CES surveys because they provide the ability to integrate with the #1 CRM and to connect easily with your existing workflows so you can automatically check in or follow up on customers. With Salesforce, CES data and key findings can be quickly and conveniently shared across your organization so that all teams can align on key insights.

Top Use Cases for CES Surveys

CES surveys can play a pivotal role in retaining business and encouraging customer interaction. So what are the top use cases? And how would this play out in your business? CES surveys are relevant to almost every industry from banking to retail, technology to education, and lots more. Interested? Keep reading below:

CES Surveys for Accurate Customer Service Evaluations

CES surveys are a fantastic way to find out how effective your customer service really is. By asking customers questions like, “How easy is it to get your queries resolved?” or “Is it difficult to log a support call?”, you can find out easily and quickly whether or not you are giving your customers the care and attention they deserve. Sending out CES surveys with Salesforce means that you can conduct an in-depth analysis of your findings using Salesforce’s reporting and analytics to more fully understand key trends in customer service.

Take your Product to the Next Level with CES Surveys

Maximize the potential of your product with CES surveys for Salesforce by measuring how usable your product offering is, what customers like and don’t like, and areas in which you can improve. By measuring how easy or difficult it is to sign up for your product, set it up, operate it, or troubleshoot common product issues, you can help address common customer concerns and make their experience of your product more seamless. With Salesforce, you can ensure that CES data on your product can be shared collaboratively across departments in your company so that all relevant teams can work together to refine your product offering.

Streamline Transactions

Using CES surveys, you can figure out how much effort your customers need to put in when undertaking key transactions. For example, your CES survey might reveal that it is particularly tough for customers to make payment for their purchases. This could be very bad for business because it slows down sales and drives disengagement with your offering. Data from CES can empower your teams to improve these transactions. Similarly, is it difficult for customers to place an order for your product? If so, CES data will help you find out so you can fix the problem as soon as possible. Integration with Salesforce means that all findings from CES surveys van be integrated with your existing workflows to further thorough review and inspection of the problem.

Map your Customer’s Ideal Journey

We all want our customer’s journey to be seamless and painless at every point at which they encounter our business. You won’t know how to make this possible, and map the ideal customer journey, until you have the right data to find out what your company’s stumbling blocks are. This is where CES surveys swoop in by highlighting those interactions and processes where customers are struggling to get the services or products they need. Armed with CES data, you can do quick course correction, and when this information is integrated with Salesforce you get a 360-degree view of your customer to deliver personalized experiences.

Effective Employee Evaluation

CES surveys can also be helpful in effectively evaluating your employees and finding out who needs to be upskilled to better perform their job. You can ask customers basic questions about their levels of difficulty when interacting with specific departments or services to get a better understanding of which employees are not delivering adequate customer service. You can then introduce performance plans or training initiatives accordingly. Integrating this information into Salesforce can help you get a holistic view of employee profiles and identify strengths as well as areas of improvement.

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Disclaimer: The comparisons listed in this article are based on information provided by the companies online and online reviews from users. If you found a mistake, please contact us.