Central to the understanding of CES is the premise that minimizing customer effort leads to heightened satisfaction and loyalty. Unlike traditional metrics like Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT), which focus on customers' attitudes or perceptions, CES emphasizes the ease with which customers can accomplish their goals when interacting with a company. This theory aligns with the concept of "effortless experience," where reducing friction in customer interactions becomes the cornerstone of service excellence.
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