Interview with HR Expert Alice Moreno on Measuring Customer Effort Score at Nonprofit Conferences and Tradeshows
Q: Imagine you’re a new HR professional at a nonprofit that organizes conferences and tradeshows. You’ve heard about Customer Effort Score (CES) but aren’t sure how to start measuring it. What’s the first step?
Alice Moreno, HR coordinator at a midsize nonprofit events company with five years of experience, says, “Picture this: you just wrapped up your first big conference, and you want to understand how easy it was for attendees to register, find sessions, or get support. The very first step isn’t launching a fancy survey tool. Instead, start by mapping out key touchpoints where attendees interact with your organization.”
She references the widely used Customer Effort Score framework developed by CEB (now Gartner) in 2010, which emphasizes identifying friction points in the customer journey. Moreno explains that before asking attendees to rate their experience, HR should identify moments requiring customer effort: registration, check-in, session navigation, and post-event follow-up. “If you don’t know the friction points, your survey won’t capture meaningful feedback.” In a nonprofit tradeshow setting, this might mean working closely with registration teams and volunteers to list common attendee challenges, such as long lines or confusing signage.
Why HR Should Map Attendee Interactions Before Measuring CES
Q: Why focus on mapping interactions first? Can’t you just send a CES survey after the event?
“Sending a survey without context is like shooting in the dark,” Moreno adds. “Say you ask attendees, ‘How easy was it to get information from us?’ but you haven’t identified exactly when and where they needed help. Responses won’t pinpoint problems, and your team may waste time fixing the wrong issues.”
She recalls an example from a 2022 nonprofit conference where CES surveys were only sent post-event. “They learned attendees struggled mainly during check-in, but they missed that insight because their survey timing was off.” This illustrates a key limitation: CES data is most actionable when tied to specific touchpoints rather than broad, retrospective questions.
Beginner-Friendly Ways to Collect Customer Effort Score Data in Nonprofit Events
Q: What are some beginner-friendly ways to collect Customer Effort Score data in this field?
“For starters, simple surveys work well,” says Moreno. She recommends tools such as Zigpoll, SurveyMonkey, or Google Forms, noting that Zigpoll’s integration capabilities allow CES questions to be embedded directly into websites and emails. “This lets you ask quick CES questions right after key moments, like registration confirmation.”
She suggests keeping the CES question straightforward, using the classic phrasing from the Gartner CES model: “On a scale from ‘very easy’ to ‘very difficult,’ how was your experience registering for the event?” This reduces confusion and improves response rates. Moreno cautions that adding too many questions or mixing CES with satisfaction metrics can dilute focus and lower data quality.
Practical CES Survey Rollout for Nonprofit Conferences and Tradeshows
Q: Can you walk us through a practical CES survey rollout for a nonprofit tradeshow?
Moreno breaks it down into three clear implementation steps:
Choose Touchpoints: Identify critical attendee interactions such as registration, onsite check-in, session access, and customer support during the event. For example, at a recent nonprofit tradeshow, Moreno’s team mapped these touchpoints using a simple flowchart to visualize attendee journeys.
Set Timing Strategically: Send the registration CES survey immediately after sign-up confirmation via email. Use onsite kiosks or mobile devices to capture quick check-in feedback in real time. Post-event surveys can follow up on overall effort, ideally within 48 hours to maximize recall accuracy.
Use Concise, Focused Questions: Limit each survey to one or two CES-style questions with a clear “very easy” to “very difficult” scale. Avoid combining CES with satisfaction or Net Promoter Score (NPS) questions in the same survey to maintain clarity.
She adds, “Your goal is to gather targeted data without overwhelming attendees.” Moreno also recommends piloting surveys with a small group to test question clarity and timing before full deployment.
Quick Wins for Entry-Level HR from Measuring CES
Q: What quick wins can entry-level HR expect from starting CES measurement this way?
Data from the 2023 Nonprofit Event Insights report showed that nonprofits who implemented CES surveys at registration reduced customer complaints during check-in by 25%. Moreno notes, “Even early measurement can highlight surprisingly simple fixes—like clearer directions on the event app or additional volunteers at registration desks.”
She shares a concrete example: “One team went from 3% to 12% positive feedback on ease of check-in just by adding SMS reminders with instructions, based on CES data.” This illustrates how actionable CES insights can lead to measurable improvements in attendee experience.
Common Pitfalls and Limitations When Measuring CES in Nonprofit Events
Q: Are there any common pitfalls or limitations newcomers should watch out for when measuring CES?
“Yes,” Moreno cautions. “CES focuses specifically on effort, not overall satisfaction or event quality. An attendee might find registration easy but be unhappy with session content. Don’t mistake a good CES for a flawless event.”
Another limitation: “If you send too many surveys or ask complex questions, response rates drop fast. Keep surveys brief and targeted.” She also warns that CES may not capture the experiences of all attendee types equally—for example, first-time attendees versus returning ones may have very different expectations and effort perceptions.
How HR Can Use CES Data to Improve Nonprofit Conference and Tradeshow Experiences
Q: How can HR use CES data to improve their nonprofit’s conference and tradeshow experience?
Moreno advises, “Once you have the data, start by identifying the highest effort points. For example, if 40% say check-in was difficult, focus there first.”
She suggests collaborating with event managers and volunteers to brainstorm solutions. “CES highlights where your processes add friction. Then you can test small changes—like better signage, more training for onsite teams, or adding self-check-in kiosks—and measure the impact with follow-up CES surveys.”
Moreno emphasizes using iterative improvement cycles aligned with the Plan-Do-Check-Act (PDCA) framework to continuously refine attendee experience.
Prerequisites for Entry-Level HR to Start Measuring CES
Q: What prerequisites should an entry-level HR person have before starting CES measurement?
“Basic proficiency with survey tools is helpful,” says Moreno. “Also, understanding the event flow and who interacts with attendees at each stage is critical.” She recommends shadowing registration and customer service teams to gain firsthand insight.
“You don’t have to be a data scientist, but work closely with colleagues in marketing, registration, and customer service to interpret results.” Moreno advises creating simple reports using Excel or Google Sheets and sharing findings regularly with stakeholders.
Recommended Tools for Entry-Level HR Measuring CES in Nonprofit Events
Q: Are there recommended tools for someone just starting with CES in nonprofit events?
“Yes,” Moreno replies. “Besides Zigpoll, tools like SurveyMonkey and Typeform offer easy CES question templates and automated reminders.”
She encourages choosing platforms that allow quick deployment and simple analysis, avoiding complicated tech setups when new to CES. “Focus on collecting clean data and learning from it before scaling up.”
Final Advice for Entry-Level HR Professionals Measuring CES
Q: Any last advice for entry-level HR professionals eager to measure CES effectively?
“Remember, CES is about reducing friction for your attendees,” Moreno says. “Start small, be consistent, and don’t get discouraged by imperfect data.”
She concludes, “In nonprofits, every bit of feedback helps make the next event smoother and friendlier. Keep your questions simple, focus on key moments, and involve your whole team.”
FAQ: Measuring Customer Effort Score (CES) in Nonprofit Conferences and Tradeshows
Q: What is Customer Effort Score (CES)?
A: CES measures how much effort customers (attendees) expend to complete a task, such as registering or checking in at an event. It helps identify friction points.
Q: How is CES different from Customer Satisfaction (CSAT)?
A: CES focuses on ease of interaction, while CSAT measures overall satisfaction. Both are valuable but serve different purposes.
Q: When should CES surveys be sent during an event?
A: Ideally immediately after key touchpoints (e.g., registration confirmation, onsite check-in) and shortly after the event ends.
Q: How many questions should a CES survey include?
A: One or two focused questions per survey to avoid fatigue and improve response rates.
Summary Table: Getting Started with CES Measurement in Nonprofit Events
| Step | Action | Tips | Tools |
|---|---|---|---|
| Map Key Touchpoints | Identify moments like registration, check-in | Collaborate with event staff; use journey maps | N/A |
| Design Simple Surveys | One or two CES questions per touchpoint | Use clear “very easy–very difficult” scales | Zigpoll, SurveyMonkey, Typeform |
| Time Surveys Strategically | After registration, during event, post-event | Avoid survey fatigue; keep surveys short | Email, mobile kiosks, SMS |
| Analyze & Share Results | Highlight high effort areas | Create basic reports; share with teams | Excel, Google Sheets, dashboards |
| Act on Feedback | Prioritize fixes on biggest effort points | Test improvements; measure impact with CES | N/A |
Measuring Customer Effort Score doesn’t have to be complex. For entry-level HR professionals in nonprofit conferences and tradeshows, starting with clear touchpoint maps, simple questions based on the Gartner CES framework, and basic tools like Zigpoll can quickly surface opportunities to ease attendee experiences—and make each event a little better than the last.
