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Customer Effort Score (CES)
CES is a service-oriented metric that measures how easy it was for a customer to complete a specific action or resolve an issue.It reflects friction in the user experience and is strongly correlated with future loyalty and retention.
CES is typically measured by asking customers to rate their agreement with a statement like:
“The company made it easy for me to handle my issue.”
Responses are collected on a 5- or 7-point Likert scale, ranging from “Strongly Disagree” to “Strongly Agree.”
“The company made it easy for me to handle my issue.”
Responses are collected on a 5- or 7-point Likert scale, ranging from “Strongly Disagree” to “Strongly Agree.”
What is a Customer Effort Score?
Transactional MetricFocus on a single interaction or process (e.g., support, checkout).
Ease-Focused
Ease-Focused
Center on effort, not satisfaction or sentiment.
Predictive Power
Predictive Power
Tie to future behavior like repurchase or churn.
Actionable
Actionable
Highlight areas where reducing complexity can directly improve experience.
How are CES Metrics Used?
Customer Support
Measure how difficult it was to resolve a problem or get help.
Onboarding Flows
Onboarding Flows
Assess perceived friction in initial user setup.
Account Management
Account Management
Evaluate ease of changes like upgrading, canceling, or updating info.
Transactional Processes
Transactional Processes
Improve checkout, form submission, or booking experiences.
How are Customer Effort Scores Collected?
- Post-interaction surveys via email, in-app, or live chat.
- Feedback widgets triggered after task completion or support resolution.
- Integration with CRM and customer support platforms.
What is the Formula for Customer Effort Score?
