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Customer Effort Score (CES) gauges the effort required by customers to interact with your services or products. It is often measured through surveys with a numerical rating.
This metric is useful for uncovering pain points in customer interactions, such as support ticket resolution or product usage, and for process optimisation. A low effort score indicates high ease of interaction, whereas a high effort score represents low ease of interaction. CES insights can streamline onboarding, feature adoption, and customer service processes. It's particularly useful for predicting customer loyalty, as a high CES can signal higher churn risk. Low CES is often a key driver of customer referrals.
Sum of All Individual CES / Number of Responses
To calculate CES, sum all individual CES ratings from customer surveys and divide by the number of responses. For example, if you receive CES ratings of 3, 4, and 5 from three customers, the calculation would be (3+4+5) / 3, resulting in a CES of 4.
Regularly survey customers post-interaction to capture timely feedback, such as after closing support tickets. Segment scores by customer journey stages to pinpoint specific areas for improvement. CES should be considered alongside qualitative feedback and addressed swiftly to avoid customer frustration and potential churn.
A common error is mistaking high ease for high value, as a seamless experience does not always equate to a beneficial one. It's essential to align CES with outcome-based metrics like Net Promoter Score (NPS).
