Everything You Need to Know About Customer Effort Score (CES)

Customer Effort Score (CES) is precisely what it sounds like. It is a metric that measures how much effort it takes for a customer to make a purchase, resolve an issue, fulfill a request or have a question answered. Surveys typically measure CES. The questions ask customers what their experience was like interacting with a business on a scale of easy to difficult.

It’s no surprise that customers are more loyal to a business when their good or service is easy to access and use. CES is a great way to measure not only customer loyalty but also customer experience and customer retention. It’s simple for businesses to evaluate CES and track it over time to see how you’ve improved. Here is everything you need to know about Customer Effort Score.

CES or Other Customer Service Metrics

The three most popular customer service metrics are Customer Satisfaction (CSAT), Net Promoter Score (NPS) and Customer Effort Score (CES). These three evaluations can work well together to determine the average customer’s opinion of your business; however, you’ll need to do some research and trial and error to figure out which of three works best for you.


CSAT works best when you’re looking for an immediate reaction from customers after a single interaction. It’s great for determining short-term satisfaction but falls short when measuring customer loyalty.


NPS works best for measuring customer retention as it evaluates whether or not a customer would act as a brand ambassador for a business. It uses the customer’s whole relationship with the brand to determine how they feel about the good or service they provide, the price and their customer service.


CES works best for evaluating customer loyalty. It’s straightforward to deploy and keep track of; however, it should really be used in tandem with another customer service metric to get the big picture.

Building CES

Businesses should deploy CES surveys right after customers interact with their employees or make a purchase. Ask the customer to rate the level of difficulty of the task they completed. When you build CES surveys, make sure it is optimized for mobile use, so if the customer is on their cell phone, they’ll be able to answer the questions with ease. Ensure there are only one or two questions, and the survey is automatically sent out after specific touchpoints. Once the CES survey has been completed, share the results with everyone on your business’ team. This data will be crucial in building a new strategy for customer interaction.

Improving CES

Once you’ve sorted out the best ways to mix customer service metrics and how to build the best CES survey for your business, you’ll be able to determine how your customers feel about your brand. If you’re unsatisfied with your score, there are various tools you can employ to improve it. We recommend including more ways that customers can get support from your business like social media, email, chatbots and/or contact centers. Another solution is to employ self-service tools like forms, FAQs and articles so customers can solve their own problems. These tools significantly reduce customer effort and will undoubtedly boost your CES. Lastly, to ensure customers are exerting as little effort as possible, make sure your wait times are as minimal as possible by utilizing a callback system or making sure you’re appropriately staffed at busy times.

Innovative Vision, we are passionate about the world of Customer Experience. Founded in 2002, we are a marketing technology firm specializing in Contact Centre BPO. Through the power of omnichannel support, and hybrid live agent/AI models, we ensure that every interaction that a customer has with your business is positive and meaningful.

Allow us to inspire your company to grow through our enhanced approach to guiding the customer journey. To learn more about our advanced and specialized services, contact us today!

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