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Formula
Customer Effort Score (CES) = (Sum of Effort Scores) / (Number of Responses)
Know your metric
Importance of
Customer Effort Score (CES)
Important for understanding the ease of interaction with the company, linked to customer loyalty.
Predicts Loyalty
Lower effort scores are correlated with higher loyalty.
Service Improvement
Highlights areas needing less complexity.
Reduces Churn
Helps focus efforts on reducing customer churn by simplifying processes.
Drawbacks of
Customer Effort Score (CES)
High scores can indicate major service issues.
Not Specific
Does not indicate specific problems.
Limited Scope
Focuses only on effort, not satisfaction or quality.
Cultural Bias
Perceptions of effort can vary culturally, affecting scores.
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