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What is the customer effort score and how can you measure it?

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If you want to improve your customer service, you need to measure how easy or difficult it is for your customers to interact with you. One way to do that is by using the customer effort score (CES), a metric that gauges how much effort customers have to exert to get their issues resolved, their questions answered, or their goals achieved. In this article, you will learn what the customer effort score is, why it matters, how to calculate it, and how to use it to enhance your customer support.

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1 What is the customer effort score?

The customer effort score is a numerical rating that customers give to a specific service interaction based on how much effort they had to put in to get what they wanted. The idea behind the CES is that customers value convenience and simplicity, and they are more likely to be loyal and satisfied if they can get their needs met with minimal hassle. The CES can range from 1 to 7, where 1 means very low effort and 7 means very high effort. The lower the score, the better the customer experience.

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Sandip Gupta

CX/EX nerd, transforming & fixing broken systems with empathy, storytelling, analytics, agility, creativity, and digital transformation. Boosting human and customer-centricity | Medallia Certified
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Customer Effort Score also abbreviated as “CES” is the numerical figure that represents how effortless customer interaction was on the specific interaction of the customer journey. The lower is CES score effortless and easier the interaction for the customer. It also indicates: 1. Sense of complexity in the process 2. Opportunity to improve 3. How painful or easy the experience was #ces #customereffortscore

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Post-Interaction Surveys: After a customer support interaction or a specific service experience, ask customers to rate the effort required to complete their task. Use a scale, often ranging from "Very Easy" to "Very Difficult." Single-Question Survey: Use a straightforward CES survey question like, "How easy was it to [complete the task/resolve the issue]?" Respondents can choose from a scale, such as "1" for "Very Difficult" to "5" for "Very Easy." Scale of Agreement: Another common approach is to ask customers to rate their level of agreement with a statement like "The company made it easy for me to handle my issue." Again, respondents use a scale, and their level of agreement indicates the perceived effort.

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2 Why does the customer effort score matter?

The customer effort score matters because it can help you identify and eliminate the friction points that make your customers work harder than they should. By reducing the customer effort, you can increase the customer satisfaction, loyalty, retention, and advocacy. Research has shown that customers who report low effort are more likely to repurchase, recommend, and trust your brand than customers who report high effort. The CES can also help you benchmark your performance against your competitors and your industry standards.

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Feedback Forms: Include open-ended feedback forms where customers can share their thoughts on the ease of use or difficulty they faced. This qualitative feedback can provide deeper insights into specific pain points. Integration with Support Channels: Integrate CES questions into various customer support channels, such as emails, chat support, or within the product interface. This allows for real-time feedback based on specific interactions. Periodic Surveys: Implement CES surveys periodically to capture feedback on the overall customer journey. This can include experiences with product onboarding, website navigation, or any other significant touchpoints.

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3 How to calculate the customer effort score?

To calculate the customer effort score, you need to ask your customers a simple question after a service interaction, such as: "How easy was it to handle your issue today?" or "How much effort did you have to put forth to use our product/service?" You can use a Likert scale or a slider to collect the responses, and then average them to get the overall score. You can also segment the scores by different criteria, such as channel, agent, product, or issue type, to get more insights into your service quality.

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Low Score (1-2): Indicates high customer effort, suggesting a need to investigate and address pain points, streamline processes, or enhance support resources. Moderate Score (3-4): Suggests a moderate level of customer effort. While not alarming, there may still be opportunities for improvement and optimization. High Score (5): Reflects a low perceived effort, indicating a positive customer experience. However, it's essential to analyze qualitative feedback to understand the specific elements contributing to this score.

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4 How to use the customer effort score?

The customer effort score can help you improve your customer service in several ways. First, you can use it to identify the areas where your customers are facing the most difficulties and prioritize them for improvement. For example, you can analyze the root causes of high-effort interactions, such as complex processes, unclear instructions, multiple transfers, or long wait times, and find ways to simplify or streamline them. Second, you can use it to motivate and train your agents to deliver low-effort service. For example, you can set goals and incentives based on the CES, provide feedback and coaching, and share best practices and tips. Third, you can use it to monitor and evaluate your service performance over time and across channels. For example, you can track the trends and changes in the CES, compare it with other metrics, such as customer satisfaction (CSAT) or net promoter score (NPS), and adjust your strategies and actions accordingly.

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Predictive of Loyalty: Studies show that low-effort experiences correlate with higher customer loyalty and retention. Identifies Pain Points: Helps pinpoint areas of friction in the customer journey, guiding improvements in processes or services. Quick and Simple: As a single-question survey, CES is quick for customers to answer, making it easy to implement. Actionable Insights: Provides actionable insights for organizations to make tangible improvements based on customer feedback.

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5 How to improve the customer effort score?

Improving the customer effort score involves a customer-centric mindset and a culture of continuous improvement. To reduce the customer effort and enhance the customer experience, you should anticipate and prevent customer issues before they arise, empower your customers to solve their own problems, empathize and personalize your service interactions, resolve customer issues quickly and effectively, and follow up and follow through with customers. The customer effort score is a great tool to measure and improve your customer service by understanding how easy or difficult it is for customers to interact with you. By using the CES, you can take actions to reduce the customer effort and increase satisfaction, loyalty, and advocacy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What is the customer effort score and how can you measure it?

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1 What is the customer effort score?

2 Why does the customer effort score matter?

3 How to calculate the customer effort score?

4 How to use the customer effort score?

5 How to improve the customer effort score?

6 Here’s what else to consider

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What is the customer effort score and how can you measure it?

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1 What is the customer effort score?

2 Why does the customer effort score matter?

3 How to calculate the customer effort score?

4 How to use the customer effort score?

5 How to improve the customer effort score?

6 Here’s what else to consider

Customer Support

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