The Customer Effort Score (CES) is a pivotal metric in the realm of customer experience, designed to gauge how much effort a customer has to put in to interact with your business. When customers find it easy to get their needs met, they are far more likely to remain loyal to your brand. In this comprehensive guide, we’ll dive deep into everything you need to know about CES, from its benefits and calculation to strategies for improving your score and increasing customer loyalty.
What is the Customer Effort Score?
Customer Effort Score (CES) measures how easy it is for customers to interact with a brand or resolve issues. The metric’s core philosophy is simple: the lower the effort, the greater the loyalty. Introduced by the Corporate Executive Board (now part of Gartner) in 2010, CES rose to prominence when the Harvard Business Review published “Stop Trying to Delight Your Customers,” underscoring that reducing customer effort is often more effective for loyalty than delighting customers.
Why Measure Customer Effort Score?
Predicts Customer Loyalty CES is one of the strongest predictors of loyalty, surpassing other metrics like Customer Satisfaction (CSAT) and Net Promoter Score (NPS). Customers who report high-effort experiences are significantly more likely to leave, while low-effort experiences foster repeat purchases.
Reduces Negative Word of Mouth Customers frustrated by high-effort interactions often share negative feedback. In fact, studies show that 81% of customers who struggle to resolve an issue will speak negatively about the company or product . Low-effort experiences can minimize this risk and potentially lead to positive referrals.
Enhances Operational Efficiency A high CES often correlates with operational inefficiencies, which can lead to multiple escalations and repeat calls. Reducing customer effort not only improves customer satisfaction but also streamlines business processes, reducing overall operational costs.
How to Calculate CES
CES surveys typically ask a single question: "To what extent do you agree with the following statement: The product (or company) made it easy for me to address my needs?"
Responses are often collected on a 1–7 Likert scale:
1 (Strongly Disagree) to 7 (Strongly Agree)
The CES is calculated by averaging responses, where a higher score represents an easier, more satisfying experience. Here’s the formula: Customer Effort Score = (Total Score of Responses) ÷ (Number of Respondents)
What is a Good Customer Effort Score?
While there is no industry-wide standard for what constitutes a "good" CES, a general guideline is to look for a score above 5 on the 7-point scale. Regular benchmarking can help determine whether your CES is improving over time. If your score remains stagnant or negative, it’s essential to identify areas for improvement.
When to Use CES Surveys
After Service Interactions Deploy CES surveys after a customer interacts with your support team. This feedback can reveal pain points in your support process and help you adjust training or resources as needed.
Following a Purchase After a purchase, a CES survey can assess the ease of the buying process. This feedback is valuable for refining your sales and checkout processes.
For Measuring Overall Experience Some businesses use CES to gather insights into the overall customer experience, which can be valuable for long-term improvements across departments.
CES vs. NPS: Which is Better?
While both CES and Net Promoter Score (NPS) are crucial for customer experience, each serves distinct purposes.
CES measures how easy it is for customers to achieve their goals, providing actionable feedback on specific interactions.
NPS measures customer loyalty by asking how likely customers are to recommend the brand.
Both metrics complement each other; CES focuses on ease, while NPS assesses overall loyalty. Together, they provide a holistic view of customer satisfaction and engagement.
How to Improve Your Customer Effort Score
Streamline Touchpoints Make it easy for customers to reach you at every stage of their journey. Whether through live chat, call centers, or email support, being available where your customers need you reduces their effort and improves satisfaction.
Enhance Self-Service Options A well-designed knowledge base or FAQ section empowers customers to resolve issues on their own, which can lead to a more favorable CES. Ensure resources are up-to-date, comprehensive, and easy to access.
Lower Response Times Quick response times contribute significantly to a low-effort experience. Train your support teams to handle queries efficiently across all channels, reducing the time customers spend waiting for resolutions.
Close the Feedback Loop Use CES feedback to address areas for improvement promptly. By acting on feedback and following up with customers who gave negative scores, you demonstrate a commitment to customer satisfaction.
Evaluate Service Performance Regularly Conduct periodic evaluations of your customer service processes to identify inefficiencies and improve response times. These improvements can make interactions smoother and boost customer satisfaction.
Understanding CES 2.0
CES 2.0 updated the original CES question format and scale to resolve certain limitations, making it more intuitive and applicable across different languages and cultures. CES 2.0 uses a 1–7 scale and refined language to better capture the customer’s experience of effort. This adjustment has helped organizations more accurately measure ease of interaction and take meaningful action to reduce friction.
Conclusion
The Customer Effort Score is a valuable tool for businesses seeking to foster loyalty through a seamless customer experience. By measuring and minimizing the effort required in customer interactions, companies can improve customer retention, reduce churn, and encourage positive word-of-mouth referrals. Adopting CES as a part of your customer satisfaction strategy is a powerful step toward providing a smooth, frictionless customer journey.
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