Fos us as a SaaS company with international and national customers it would really be appreciated if we can talk the same language for getting feedback on our services. We found by speaking the same language, our customers are then more willing to give feedback with comments.
Below our reasons why we find this important. Besides the reason mentioned by others: “We are a multi-language company.”
The reason why we find the CES important
CES is helping us to collect data on finding bottlenecks, improving our support/community services and also improving the UX/UI design of our SaaS tools. The user experience and oustanding support is helping us to maintain customers, which is good for onboarding new customers and a steady business.
We can also easily identify the ambassadors (for further marketing/community and sales purposes) , the critics and overall people with good ideas (for improving our applications and services). These are helpfull resources for new business.
And although we can filter out who asked us the most questions during a year, gave us the most usefull ideas. By combining it with CES we also can form a group of users who are willing to test our new appllications and can give structural feedback. And these developments give us an edge over our competitors.
Difference for us between CES, CSAT and NPS
With CES we can go more indepth with the right person about developing/improving our products and services. CSAT and NPS is helping us with improving and testing the branding and business development.
The work-around menioned by @Stefan_PSV wasn’t suitable for us. The multiple piplines were hard to managed for the team. The human errors of losing sight of the workload and ticket progess was high.